Introduction to the Lexicon of Stealth Hollywood Marketing
The world of Hollywood marketing has just added a new term to its lexicon – the annoying asterisk. This new addition was introduced when the title of the movie "Thunderbolts" was changed to "Thunderbolts*" with an asterisk at the end. This change was made after weeks of planning and was finally revealed on Monday.
The Meaning Behind the Asterisk
The asterisk in "Thunderbolts" alludes to a secondary title, which is "The new avenues". However, it’s essential to note that Disney and Marvel have not officially changed the title of the movie to "Thunderbolts: The new avenues". Instead, they are using "*The new avenues" to generate interest in the film. The movie brings together a group of lesser-known MCU characters who discover their heroic side when they rebel against the malicious CIA director, Valentine Allegra de Fontaine.
Connecting to the Avengers Franchise
The Avengers franchise is Marvel’s crown jewel, and it’s no surprise that Kevin Feige and Disney want to connect "Thunderbolts" to it. However, they want to avoid creating confusion among consumers and make them think that "Thunderbolts" is part of the official Avengers series. The movie features several actors who will also appear in the upcoming "Avengers: Doomsday", including Florence Pugh, Lewis Pullman, Sebastian Stan, Wyatt Russell, David Harbour, and Hannah John-Kamen.
Marketing Strategy
Asad Ayaz, the marketing head at Disney, and his team carefully planned the timing of the reveal of the asterisk and the secondary title. They decided to wait until Monday after the movie’s opening to avoid spoilers. The cast of "Thunderbolts*" had a lot of fun with the gag and participated in a video unveiling the new title. Digital materials with the new title were sent to some theaters, and it was highlighted on the film’s social media handles.
Promotional Activities
A flood of marketing activities was planned for the day, including a Sunset Wall Billboard before and after the unveiling, a video of a new popcorn box with Wheaties, and competitions for collectibles in certain cinemas. Some theater circuits will also participate in the marketing switch in the coming days, with revised displays and updated digital standees.
Box Office Performance
"Thunderbolts*" opened in 4,330 cinemas and earned $74.5 million on its opening weekend, a solid but not spectacular start. While Marvel and Disney undoubtedly wished for a better opening, the movie’s fate will depend on how it performs in the coming weeks. The cast, including Sebastian Stan, has been actively promoting the movie, with Stan even setting up a new poster at a bus stop with the new title.
Global Promotions
The marketing campaign for "Thunderbolts*" will not be limited to the US. There will be a number of advertising campaigns overseas, including selected graffiti stunts that highlight the new unofficial title. With a budget of $180 million, the movie’s success will depend on its performance in the global market.
