The much-awaited swansong of Marvel Cinematic Universe’s 11-year-old Infinity Saga, Avengers: Endgame hit theatres on April 26, 2019. Little did the global film fraternity and fans know that the superheroes flick would rewrite box office history snapping all other records, a la Thanos. As per various trade reports, the blockbuster has raked in over $2.6 billion at the global box office. Trade pundits credit this super haul to its marketing and promotional blitzkrieg.
At the 76th Golden Globes red carpet event this year, Marvel Studios President Kevin Feige was interviewed by Josh Horowitz of MTV News. To a query about not letting slip crucial factors in the movie’s first trailer, he said, “I’d call it somewhat accurate… As was the case with a lot of our films, this one, in particular, being able to generate a lot of excitement without giving away any of the many, many, many secrets… I think the Disney marketing team is the best in the world, and we’ll be able to pull it off...”
The first promo, released on December 7, 2018, only teased moments from the first 20 minutes of the movies. It earned historic hits, driving home the point that the do-not-divulge-much marketing mantra indeed works. It became the most-viewed trailer in that time period as it clocked 289 million views in the first 24 hours.
A Forbes article titled, ‘More Movies Should Take the Avengers: Endgame Marketing Approach’, wisely dissected the poor policy of revealing big cameos, exposing sensational plots in movie trailers vis-à-vis Avengers: Endgame approach, and also applauds the marketing technique employed for this film.
Helmed by Russo brothers, Anthony and Joe, Avengers: Endgame, the most-anticipated motion picture is said to be charting a historical course of its own. It was reported that rush for tickets took a toll on AMC Theatres site, apps as also Atom Tickets apps. Ticketing companies like Fandango have claimed that it has broken past pre-sale ticket records, reported Mashable. A Deadline report claimed it to be the “biggest marketing promotional campaign in Marvel Studios history at well over an estimated $200M.”
Astronomical, isn’t it? But it broke even and is now on a worldwide box office record-shattering spree.