The marketing strategy for Marvel's upcoming film, Thunderbolts, reflects a significant shift from past campaigns. As tracking suggests a weak opening, Marvel attempts to capture audience interest by emphasizing a thrilling stunt performed by Florence Pugh. In contrast to earlier marketing tactics that relied on the film's connection to the MCU, this new approach highlights Pugh's daring jump from the world's second tallest building, suggesting a pivot towards high-stakes action and star-driven narratives to entice viewers amid waning excitement for the franchise.
Had this been six or seven years ago, then fans would be clamouring to see Thunderbolts just because it was the latest instalment of the grand MCU soap opera.
The final flurry of pre-release marketing about Thunderbolts* doesn't make a big deal about the superheroes or the mythology or the cinematography or anything like that.
This time it's unveiling Florence Pugh as the new Tom Cruise. Thunderbolts* contains a big setpiece stunt in which Florence Pugh jumps off the 2,722ft Merdeka 118.
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