How Marvel/Disney have sold a reality-bending super hero team-up
Brie Larson returns as Carol Danvers/Captain Marvel in this week’s The Marvels, a sequel to her 2019 solo outing. This time she’s not alone, joined by both Monica Rambeau (Teyonah Parris), now an astronaut for the secret organization S.W.O.R.D. after gaining the power to manipulate energy, and Kamala Khan/Ms. Marvel (Iman Vellani), a teen able to create light-based constructs. The three find they are connected in unexpected ways because of the nature of their powers, not to mention the fact Carol inspired both Rambeau and Khan to become heroes.
As they seek to sort out why they keep switching places they are dealing with the conflict between the Kree and the Skrulls, two alien races that have been at war for generations. The new Kree leader Dar-Benn (Zawe Ashton) is taking extreme measures to restore the Kree homeworld, leading the Marvels to try and stop her before any more planets are harmed.
Nia DaCosta directed the movie and cowrote the script with Megan McDonnell and Elissa Karasik. The story obviously picks up threads not only from the first Captain Marvel movie but also two Disney+ streaming series: “WandaVision”, where Monica Rambeau was introduced as an adult and where she gained her powers, and “Ms. Marvel”, where we met Kamala Khan and saw her learn what she can do and how to control her powers.
Assuming then that you’ve done your prep work, let’s take a look at how Marvel Studios/Disney have sold it to the public.
announcement and casting
In January of 2020, just about a year after the movie hit theaters, Disney announced work had begun on a sequel, though the creative team was shaken up a bit. Several months later, in August, DaCosta was said to be in final negotiations to take the directorial reins, likely buoyed in part by the anticipation around her Candyman film.
DaCosta’s role as director along with additional cast and other details were revealed during Disney’s investors presentation last December.
The movie, along with other upcoming MCU entries, was name-checked – and given its new title, hinting at the inclusion of more characters who have borne similar names – in the “Marvel Studios Celebrates The Movies” video from early May.
Parris talked in June 2021 about having the opportunity to further explore the character she originated on “WandaVision” and the opportunities the movie has for her and representation.
DaCosta, in an interview from the Candyman press cycle, talked about the unexpected freedom she had during production to tell the story she had in mind. That Candyman tour also included Parris teasing that fans could expect an epic adventure in the sequel.
The “Ms. Marvel” Disney+ series that ran in mid-2022 and which introduced Kamala Khan to the MCU was largely well-received by audience and critics, ending with the promise that she would be seen again in this movie.
In September of last year Disney showed off some early footage from the film to attendees of D23, with Larson, Parris and Vellani in attendance to talk about how excited they were to continue their stories and work together.
the marketing campaign phase one: higher, further, faster
In February Marvel Studios pushed the movie’s release back to November but unveiled the first official poster at the same time. The one-sheet features all three heroes – Carol Danvers, Kamala Khan and Monica Rambeau – along with the tagline “Higher. Further. Faster. Together.”, a variation on the best line of dialogue from the first film and a nice way to make it clear this is a team story.
The first teaser trailer (21.3m YouTube plays) didn’t come out until mid-April. It opens with Rambeau in space exploring a strange portal when she suddenly switches places with Khan. That leads to them trying to figure out what’s happening, eventually involving Danvers in the hijinks and battles. Almost nothing of the story beyond that is shared here, just plenty of shots of the cat-like Flerkens and a few unexplained fight sequences.
Ali Selim, who directed the “Secret Invasion” Disney+ series, spoke briefly about how he worked with Marvel to make sure the character of Nick Fury was, at the end of that show, where he needed to be for this movie’s story.
The full trailer (22.1m YouTube plays) was released in mid-July and offers only slightly more insights into the conflict with the Kree. Instead it continues to focus on the craziness of the three Marvels constantly switching places whenever they use their powers and how eventually they need to work together to bring down the threat that’s endangering Earth and other planets.
All three heroes are seen more clearly on the next poster that came out at the same time. In addition to the Marvels, Nick Fury is positioned at the center of the action, surrounded by the Flerkens and with various other characters and locations in the background.
Because of the dual strikes happening at the time there wasn’t a lot going on at San Diego Comic-Con in July but Director of Visual Development for Marvel Studios Andy Park did appear at the Marvel booth to show off concept art and talk about creating the movie’s look and feel. An exclusive poster print was also created and distributed to attendees.
In an interview with Total Film, DaCosta dismissed talk of “superhero fatigue” that’s been blamed for a handful of movies underperforming recently, saying that this movie is a whole different thing that will provide the audience with something new and unexpected.
If you missed any of the previous stories that introduced the main characters of this movie, Marvel released a video providing a quick overview of who they are and how Monica and Kamala connect with Carol as well as what all that means for the story being told here.
the marketing campaign phase two: the past is prologue
TV advertising began in mid-September with spots like this one that was specifically for IMAX, encouraging fans to see the movie in that big screen format. There are some more details about the conflict with Dar-Benn and how she’s motivated by Carol’s actions in the previous film in another TV commercial. An extended promo shows Carol’s journey to date, including footage from her solo film as well as Avengers: Endgame and more.
Exhibitor/format-exclusive posters came out around this time for IMAX, Dolby, RealD3D and ScreenX.
DaCosta was profiled in a piece that highlighted how she handled herself after getting this gig with, at the time, only one small-budget feature film under her belt and how she navigated the Marvel Studios system that doesn’t exactly let filmmakers be their full selves all the time.
A featurette from early October offers some behind-the-scenes footage of everyone having a good time on set as the lead actors and others talk about where the characters are and what audiences can expect. Another focuses on how fans have latched on to the character of Carol Danvers and what that means for this story.
Solo one-sheets for all the major characters arrived in mid-October, around the same time there was a limited – again due to the actors’ strike – promotional presence for the movie at New York Comic-Con. There was even one for Goose, appropriately released on National Cat Day.
Another extended TV spot/promo from late October shows more of the connection between Carol and Dar-Benn.
The first official clip shows a fight sequence happening in multiple locations, with the Marvels constantly switching between them when they use their powers and taking on different threats.
One final trailer was released just a few days ago. It opens with flashbacks to some of the MCU’s most iconic hero moments before getting into this story and how the three main characters have to come together to stop Dar-Benn’s threat.
DaCosta was interviewed again about joining the ranks of MCU directors as well as her desire to keep the movie from running over two hours, a goal I completely respect.
The movie’s premiere – which did not feature the acting talent because the strike was still happening then – took place earlier this week in Las Vegas, with Marvel’s Kevin Fiege and others on the red carpet to talk about where this fits into the overall MCU and more. The location also provided an opportunity for a massive image of Goose the non-cat to take over The Sphere, the new venue made up almost entirely of LED lights.
Finally there were two more short videos offering a bit more background on Monica and Kamala.
overall
A month ago tracking projections were estimating $70-80m for opening weekend but more recently those expectations have been revised down to $65m at the high end. Whether that has to do with the “superhero fatigue” dismissed early on by DaCosta, the inability to have Larson and the rest of the cast on the publicity trail or just a lack of interest in the general public is difficult to divine, but certainly something is going on.
Perhaps that’s why, in the second phase of the campaign outlined above, the studio shifted from trying to sell the movie on its own merits to featuring lots of footage from Avengers: Endgame, including a line from Thanos warning that “..others will continue my work,” the implication being that Dar-Benn is doing just that as opposed to having any motivation or mission of her own.
That second part of the campaign is far less engaging than the first, mostly because of how it keeps repeating the same message over and over again. And the emphasis on getting caught up on the stories of Monica and Kamala in particular comes at the same time Marvel Studios is about to launch its “Spotlight” designation for series and movies that don’t require years of homework and background knowledge to enjoy or even understand.
All in all, though, this is a fun marketing effort that in some important ways keeps the feel of the first Captain Marvel movie going, just now with more characters around her.