With Avengers: Endgame a little more than a month away from hitting theaters everywhere, Marvel Studios has kept promotional material for the film to a minimum, so far only releasing two trailers, two posters and a TV spot for the film. However, according to co-directors Anthony and Joe Russo, Avengers: Endgame nearly had no marketing material at all.
In an interview with Empire Magazine, the Russos revealed that Marvel Studios did consider doing no marketing whatsoever for Avengers: Endgame.
“We did,” Joe Russo confirmed when asked if it was a possibility. “We talked about all scales of marketing. The thing that’s most important to us is that we preserve the surprise of the narrative. When I was a kid and saw The Empire Strikes Back at 11 a.m. on the day it opened, and sat there until 10 p.m. watching it back to back to back, it so profoundly moved me because I didn’t know a damn thing about the story I was going to watch. We’re trying to replicate that experience.”
A rumor from November of last year suggested Marvel Studios would be employing a “very different” approach to marketing Avengers: Endgame, with some theorizing that there would be no marketing material released for the film. While that didn’t turn out to be the case, marketing for Avengers: Endgame has been different from past films within the Marvel Cinematic Universe. With Joe Russo’s comments, we now know why.
Directed by Anthony and Joe Russo, Avengers: Endgame stars Robert Downey Jr., Chris Evans, Mark Ruffalo, Chris Hemsworth, Scarlett Johansson, Jeremy Renner, Don Cheadle, Paul Rudd, Brie Larson, Karen Gillan, Danai Gurira, Benedict Wong, Jon Favreau and Bradley Cooper, with Gwyneth Paltrow and Josh Brolin. The film arrives April 26.