One reason for Marvel‘s success is that the studio’s movie rollouts have all the precision of a military campaign. They reveal what they want you to know when they want you to know it, and everything is thus calculated for maximum PR impact. However, the studio has always erred on the side of making sure audiences will experience plenty of surprises when they buy a ticket, so as not to feel like they’ve already seen the movie, which I’d argue has gone some way towards helping each Marvel movie feel like an event. But what is going on with “Ant-Man“?
With the movie due in a couple of weeks, and with some estimating an opening weekend take around $65 million domestic, , it’s probably safe to say “Ant-Man” won’t be a flop. And yet Marvel’s marketing has been feeling somewhat desperate. Throughout, there has been a heavy-handed tactic on making sure audiences know the movie exists in the Marvel Cinematic Universe, whether through one-sheets with the tiny hero hanging out on top of their gear, or having Scott Lang mention the superhero team by name in the most recent trailer. But I never thought I’d see this… **spoilers ahead**.
A new international TV spot reveals that The Falcon —in full gear— will pop up in “Ant-Man.” And it’s a shame because that would’ve been nice to experience cold. Meanwhile, a new clip shows how our hero Scott Lang first stumbles across the suit.
“Ant-Man” opens on July 17th, and hey Marvel: let’s cool it with the reveals until then.