The run-up to last summer’s “Guardians of the Galaxy” saw some doubt that the film would turn out as a slam-dunk for Marvel. And this summer’s “Ant-Man” is proving to be another wild card for the studio. The studio must get asses in the seats for this relatively risky proposition, and this weekend will see the biggest push for the film yet.
An exclusive 6-minute “Ant-Man” sneak peek will screen only in front of IMAX showings of “Jurassic World,” which opens this weekend. It’s not unprecedented —please see the “Batman v. Superman: Dawn Of Justice” trailer event (that was ruined when the promo leaked)— but it’s still a relatively infrequent strategy, one Marvel seldom employs. And it perhaps suggests their own tracking for the movie isn’t quite where they want it to be at this point. So why not put a juicy preview in front of what is expected to be one of the biggest movies of the summer?
“Ant-Man” opens on July 17th and below is a brief teaser for the IMAX event which kicks off on Friday, followed by a recent TV spot.