During Super Bowl LIX, DC did not release a new trailer for the 2025 Superman film, instead opting to feature Krypto and a quirky viral video starring Nathan Fillion as Guy Gardner. This unconventional marketing strategy banks on general audiences recognizing characters from obscure comic backgrounds, similar to a successful approach employed by James Gunn with the Guardians of the Galaxy. Guy Gardner, known for his distinct bowl cut and personality, contrasts with the more traditional Hal Jordan, embodying a punk rock ethos that appeals to longtime DC fans and may help to humanize the Green Lantern Corps in the film.
In dropping a tiny bit of new footage of Guy Gardner, the buzz campaign for the new Superman relies on a strategy that assumes non-comic book fans know the Green Lanterns.
James Gunn was able to convince the world they already loved a bunch of superheroes nobody knew, with a similar strategy for Guardians of the Galaxy.
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