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    Marvel Studios Abandons ‘Thunderbolts’ for ‘The New Avengers’ Post-Release in Surprise Switch

    Aarciah ThoumanBy 3 Mins Read7 Views
    In a surprise move, Marvel Studios ditches ‘Thunderbolts’ to focus on ‘The New Avengers’ following post-release strategy shift
    Marvel Thunderbolts (Image Credit: X)

    Marvel Studios has thrown fans a curveball by renaming its latest antihero film, Thunderbolts, to The New Avengers. Interestingly, the rebrand came just days after the movie hit theaters, and since then, it has sparked a mix of reactions online. Moreover, the announcement dropped on May 6 via Marvel’s official X account. A new poster showcased the updated title with a bold asterisk, clearly signaling a shift in the movie’s branding.

    Shortly after, another post revealed stars Florence Pugh, David Harbour, and Sebastian Stan at the film’s Hollywood premiere. In the accompanying video, the trio dramatically pulled back a Thunderbolts banner to unveil the hidden New Avengers title beneath it—further emphasizing the studio’s surprising pivot.

    The long-debated asterisk in the original title now makes sense. It hinted at a major plot twist in the movie, where the group of misfit antiheroes choose to reinvent themselves as the new Avengers.

    Marvel took the reveal a step further. They posted a video of Sebastian Stan replacing a bus stop poster of himself in Thunderbolts with the new New Avengers version. It was a cheeky, guerrilla-style nod to the film’s narrative.

    Mixed Fan Reactions and Modest Box Office For The Marvel Stunt

    Fans had mixed feelings about the sudden rebrand. Some praised the surprise and bold marketing. Others were more skeptical. Critics on social media called it a reactive move. Many argued the change was driven by underwhelming audience interest and an over-reliance on the Avengers brand to grab attention. Others felt Marvel should have focused more on improving the storyline instead of renaming the film.

    Despite the buzz, the film’s box office debut fell short. According to Variety, the movie opened to US$76 million domestically. That’s below Marvel’s usual opening benchmark of US$100 million.

    Dramatic Marketing in Malaysia

    To support the film’s Southeast Asian release, Marvel lit up Kuala Lumpur’s Merdeka 118 tower with a striking light projection. The display ran from April 29 to May 1. It featured rotating taglines like “Not super. Not heroes. Not giving up” and leaned into the movie’s yellow-toned visual identity.

    Speaking about the move, Disney Malaysia explained that the idea originated from a key scene in the movie. Specifically, Florence Pugh’s character BASE jumps off a skyscraper—a stunt she reportedly insisted on performing herself. Furthermore, according to sources, the marketing activation took three months to plan. It was meticulously executed in partnership with PNB’s Merdeka Ventures and professional lighting designers. As a result, the final display seamlessly blended cinematic homage with high-impact spectacle.

    Ultimately, whether fans embrace the rebrand or not, Marvel’s bold move has undeniably reignited conversation around the film and its future within the ever-expanding MCU.

    Also Read: Jeremy Renner Said “No Thanks” to ‘Hawkeye’ Season 2 After Being Slapped With Half-Pay Offer

    With a deep understanding of the entertainment industry, Aarciah Thouman delivers insightful and engaging content on the latest trends and developments. From breaking news and exclusive interviews to in-depth analyses and thought-provoking features, he provides readers with a comprehensive view of the ever-changing world of entertainment.