In the entertainment industry, content is king, but marketing strategy is what wins the war, as it makes or breaks a film’s success. But what happens when one major studio spotlights the talent and prestige of another with its promotional content? Because that’s exactly what’s happening between Marvel’s Thunderbolts* and A24.
Other studios need to take notes from the MCU film’s marketing team. From a perfectly cut trailer to intriguing posts, they’ve done it all and increased Thunderbolts* chances of success at the box office. But what exactly does their recent tactic convey, and why has it brought criticism for A24?
A24 gets called out for their Oscar misses due to poor marketing
Thunderbolts* new promotional material doesn’t just hype up Marvel’s long-awaited venture but also pays homage to A24, a production and distribution company that’s hailed in the cinephile community. They’ve been cherished in the film world and have earned immense critical acclaim, along with Oscar nominations and occasional wins.
A24 gave a fun response to Thunderbolts* team, as they posted a screencap of Maddy from Euphoria saying, “Wait, is this f*cking play about us?” But that opened the floodgates of netizens criticizing the studio for its poor marketing strategy that has probably cost them several Academy Awards.
This year Anora swooped the Oscars, but films like A Different Man, Queer, Love Lies Bleeding, and Civil War were ignored and didn’t even earn a nomination because A24 did not bother to promote them. And Sing Sing, despite being nominated, did not secure any wins.
In 2024, Red Rocket, The Green Knight, and Zola had a strong critical reception, but once again, the studio’s marketing strategies, or the lack thereof, led to them being overlooked or snubbed. On the contrary, Oppenheimer’s huge promotional campaign resulted in 7 Oscar wins and 13 nominations, which shows just how important it is to market your film.
Some would even argue that these gems were objectively better than the winners and deserved to be awarded. So, in the end, Marvel may have done more for A24 by celebrating their artists and most beloved projects. They not only hyped up Thunderbolts* but also reignited people’s interest in a catalog of underappreciated movies.
Marvel’s Thunderbolts* spotlights A24’s talent pool
Marvel’s post is almost a love letter to the indie studio’s cinematic brilliance, as they proudly flaunt the involvement of A24’s talent in their projects. Their inclusion of A24 professionals and the shoutout have further cemented its influence.
But how exactly does praising another studio serve Marvel? For a long time, most people have had this perception that superhero movies have no depth to them and should only be watched with our brains turned off. But A24 films are considered to be the opposite of that, with nuanced performances, intricate storylines, and brilliant behind-the-scenes professionals.
The Thunderbolts* promotional post highlighted the film’s connection to A24 by acknowledging its cast members from acclaimed projects like Midsommar and A Different Man, as well as other professionals who previously worked with the indie studio.
It was a sign of respect and admiration for a company that has supported excellent cinema. But most importantly, it is also a way to show that this time around, Marvel has employed individuals who would close the gap between entertaining superhero movies and the sophisticated ones that are celebrated in cinephile communities.
Thunderbolts* will be released in theatres on May 2, 2025.
This post belongs to FandomWire and first appeared on FandomWire
