It’s been quite some time since the last instalment of Marvel Studios’ ‘Infinity Saga’ era of films. Since then, superhero movies haven’t always guaranteed the same level of success that they once did (unless the film has at least one Spider-Man swinging around). While the Marvel Universe isn’t in danger of becoming unprofitable anytime soon, its recent financial dips have been noticeable while fans have also been decrying the lowering quality of its stories. So where does ‘Thunderbolts*,’ slated for a May 2025 release, stand as a non-direct-sequel featuring an ensemble of lower-tier characters? Judging by the latest trailer, it seems that Marvel is (at least marketing-wise) looking to go in a completely new direction with the Florence Pugh-led tentpole film – ushering in its ‘indie’ era.
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Marketing Ploy Or New Direction?
While a Disney-backed Marvel Studios movie will never truly be an independent film, ‘Thunderbolts*’ is at least being described (and marketed) as having the essence of one. The film follows a group of anti-heroes forced into a dangerous new mission, featuring returning supporting characters like Yelena Belova and Bucky Barnes (AKA The Winter Soldier). Prior to the release of the recent trailer, star Florence Pugh raised a few skeptical chuckles across the internet by telling ‘Empire Magazine’ that the movie is “this quite badass indie, A24-feeling assassin movie with Marvel superheroes.”
Now however, it appears that Marvel is backing up these claims by flexing the film’s ties to the popular independent entertainment company’s work, in a trailer that looks, sounds, and feels, unlike a typical superhero blockbuster. Not only is the acting talent like Pugh from ‘Midsommar’ or Sebastian Stan from ‘A Different Man’ – highlighted, but so is the talent behind the camera. The trailer spotlights the writers and director of ‘Beef,’ the editor of ‘Minari,’ the cinematographer of ‘The Green Knight,’ and more. The new trailer (exclusively released by the cinephile-beloved social platform Letterboxd) – set to a pulsing score by the composers of ‘Everything Everywhere All At Once’ – suggests that ‘Thunderbolts*’ has a more grounded and darker tone than previous Marvel films.
More than the trailer’s footage itself, the decision to spotlight the crew behind the scenes lends further weight to the film having serious ‘indie’ cred – as these roles are often given less focus in major studio films unless they’re household names like Hans Zimmer or Roger Deakins. However, this this trailer isn’t the first and only look we have for ‘Thunderbolts*’ – as Marvel has already released a few different looks at the movie over the past few months. And so far, this current trailer is the only one that follows the ‘indie’ angle, making it a reasonable assumption that this may all just be a clever marketing ploy rather than a true reflection of the film.
An Answer To Superhero Fatigue?
Although ‘Thunderbolts*’ may not end up being the “badass indie” its being touted to be – it’s clear enough that this film stands apart from most of the Marvel flicks of the past. As for this perceived new marketing strategy, it’s at least encouraging to see Marvel attempting something new in order to entice viewers back into cinemas. Whether its claims are 100% accurate or not, the fact that one of the biggest entertainment companies in the world sees aligning itself with independent talent as a major draw is incredible. In fact, the motives behind the new ‘Thunderbolts*’ trailer in many ways serve as a reflection of audiences’ growing desire to see quality storytelling and artistry on-screen – regardless of a film’s IP.
Marvel Studios has been consistently cranking out everything from movies to TV series since the release of ‘Avengers: Endgame’ and the launch of Disney+. Meanwhile, discourse surrounding ‘superhero fatigue’ has only been growing with each new project. As the main criticism has been that the onslaught of new material has largely felt repetitive, it appears that Marvel is addressing these concerns with this marketing pivot. Given that ‘Thunderbolts*’ isn’t expected to pull the same box office numbers as ‘Deadpool & Wolverine,’ it’s a calculated move for Marvel to target a more niche demographic. As fresh ideas are naturally the only way for a stagnating franchise to gain new life, the emphasis on the indie cred of ‘Thunderbolts*’ bodes well not only for Marvel’s future, but for the broader media landscape as well.
Born in Korea and raised in Hong Kong, Min Ji has combined her degree in anthropology and creative writing with her passion for going on unsolicited tangents as an editor at Friday Club. In between watching an endless amount of movies, she enjoys trying new cocktails and pastas while occasionally snapping a few pictures.
