Marvel Studios has faced criticism for revealing major plot points and character appearances in trailers, often spoiling surprises for audiences. Notable examples include Spider-Man’s debut in “Captain America: Civil War,” Hulk’s arrival in “Thor: Ragnarok,” and the late reveal of Red Hulk in “Captain America: Brave New World.” Fans on Reddit argue that keeping such twists secret would enhance the viewing experience and lead to better film reception. In particular, the prominent trailer presence of Red Hulk diminished its impact during the film’s climax. This highlights the importance of discretion in marketing future Marvel projects to avoid similar disappointments.
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Credit: Disney/Marvel Studios
For years, the MCU has faced challenges with leaks and rumors affecting the surprise of certain reveals and cameos. Even though Tobey Maguire and Andrew Garfield were kept out of promotional material prior to the film’s release, their involvement in Spider-Man: No Way Home was widely known. Nonetheless, it seems Marvel Studios sometimes reveals too much in their trailers, leaving fans wishing certain surprises could have been left unspoiled.
This includes Spider-Man’s introduction in Captain America: Civil War, Hulk’s arrival in Thor: Ragnarok, and the Red Hulk’s appearance in Captain America: Brave New World. A detailed Reddit thread discusses how these films might have benefitted from fewer leaks going into their opening weekends.
Spider-Man’s appearance does carry the caveat of Sony’s agreement with Disney and Marvel regarding the character’s presence in the MCU. His role in the third Captain America film was always going to be a hot topic as fans speculated about when he would make his debut.
Looking back, the need for Mark Ruffalo’s Hulk to return in Ragnarok seems less crucial. The grand entrance scene where he makes his debut is a massive spectacle, and with Tom Hiddleston, Chris Hemsworth, Jeff Goldblum, Tessa Thompson, and Cate Blanchett in the mix, the promotional campaign probably could have succeeded without revealing Hulk’s return.
Viewers’ biggest frustration, however, stems from Red Hulk, portrayed by Harrison Ford, who makes his entrance in the third act of Captain America 4. His late reveal in the film was undermined by his presence in trailers and promotional material, altering the audience’s viewing experience detrimentally, according to some irritated Reddit users.
“Publicizing [Red Hulk] so prominently in the trailer was an error, and didn’t significantly impact box office numbers. Had they kept it a secret as the film did, it might have received a more favorable response,” commented one Redditor.
“The entire Captain America movie revolved around Sam solving a mystery that we already knew the answers to, thanks to what was teased in the trailers and posters. It’s a different situation,” another user remarked.
They raise valid points. Harrison Ford still enjoys ample screen time as President Thaddeus Ross in his human form, providing enough reason for him to be involved in the promotional efforts. While it could mean missing out on Ford’s Hulk interpretation at San Diego Comic-Con, that might be a minor sacrifice for the surprise factor in theaters.
Moreover, trailers even foreshadowed the specific moment Red Hulk appears, giving away crucial context. “Revealing the Red Hulk’s location in the trailer was a huge mistake. Showing him transform at the podium as part of the climax was completely miscalculated,” another Reddit user expressed.
While it’s a missed chance, perhaps this will serve as a lesson for upcoming projects like Thunderbolts* and The Fantastic Four: First Steps, as well as other Marvel films and series on the horizon. Captain America: Brave New World is currently in theaters, so be sure to explore our list of Easter Eggs for Captain America: Brave New World to catch all the subtle references you may have overlooked.