You can read my full recap of the marketing campaign for Captain Marvel at The Hollywood Reporter.
Media and Publicity
Larson talked briefly while promoting another movie about the pressure she felt to get the character right. An interview with Gregg let him tease that we’re going to meet a younger, greener Coulson in the movie, someone who’s still pretty new to SHIELD.
In early September we were finally given our first good look at Larson in character and in costume thanks to an Entertainment Weekly cover story package. That included her talking about what drives and motivates Carol and what kind of tone the movie was taking, a first look at an actual Skrull on-screen, a first look at a digitally de-aged Jackson as Nick Fury and a photo of Law as Mar-Vell along with comments from him. Unexpectedly there was also a pic of Lashana Lynch as Maria Rambeau, mother to Monica, a name that has lots of future implications.
Additional stories explained the movie’s mid-90s setting, how Mendelsohn got involved and what he thinks about the Skrulls and some hints about what role Carol is going to have in future of the MCU. Feige also promised there were more female-led movies coming, though we’ve been hearing that for years.
Mendelssohn was interviewed about his role and how he got involved.
While Law’s role had been referred to in a cagey way throughout production, it was officially confirmed in late December of last year. How Larson trained and otherwise prepared for the role was the subject of an interview with the actress that also included comments from others about her dedication and work ethic. The filmmakers also spoke about what kinds of films they were pulling influences from in order to make this one.
As with a number of other big releases featuring diverse casts, a number of fundraisers were instituted to make sure girls who otherwise couldn’t afford to could see the movie.
Benning appeared on “Late Night” to talk about the movie and share a clip that revealed who exactly she was playing in the film. It was also nice to see Kelly Sue DeConnick, who revitalized the character and gave her the costume and look she sports in the movie, be profiled.
With some helpful promotion by celebrities like Ellen DeGeneres and others a crowdfunding campaign to help underprivileged girls see the movie for free raised over $60,000 as of late February, well over its initial goal.
Nerdist took things a step further with a retro trailer that uses footage from a bunch of 90s movies – including Jackson’s own Die Hard With a Vengeance – and cuts with scenes from this film. EW also dug into the past with another cover story about the movie that reused the cover layout, fonts and logos. That package included a profile of Goose.
Directors Anna Boden and Ryan Fleck were interviewed about bringing the first solo female hero to the MCU and all the topics and themes they wanted to explore. They, along with comics writer Kelly Thompson and others, also addressed how the film helps bring some much-needed female representation into the franchise.
Larson and the rest of the crew made appearances on various talk shows to hype the film just a little bit more. The directors and writer also commented on the trope that female characters like Captain Marvel need to “smile more” in order to be likable, particularly among men.
Picking Up the Spare
IMAX put out a new featurette with the cast of the movie talking about how great it looks in the large-screen format. Another had the crew talking about creating the world of the story while a third had Larson and Jackson making an overt appeal for the audience to see it in that large format.
Jackson made a couple more appearances on TV like this, as did Chan.
Costar Lashana Lynch got a profiles just before the and immediately after the movie’s release, which was cool to see. Similarly, Gemma Chan’s role in the film received more attention.
An official featurette had the stars trying to spill secrets about the movie while additional TV spots focused on the movie’s box-office win.
The U.S. Air Force’s involvement in the movie and its use of Carol Danvers as a recruitment tool for women has come under some scrutiny given the service’s problems protecting pilots from sexual assault and prosecuting offenders.
Goose continued to be a part of the campaign even after release, with a TV spot focusing on the positive reviews the cat received and a video asking if you can find the real Goose.
The women who brought the character and movie to life have no plans to slow down their quest for domination.
Marvel Studios put out a featurette about the firsts the movie represented for the cast and crew.