Marvel's latest film, Thunderbolts, has taken a surprising turn just days after its release, rebranding itself as The New Avengers. This unexpected twist has captured the attention of fans and critics alike, as the film, which features a unique ensemble of antiheroes, shifts its identity in a bold marketing move.
Released earlier this month, Thunderbolts has already made a significant impact at the box office, debuting with $76 million domestically, and has been praised for its heartfelt story and character dynamics. Critics have lauded it, with Clarisse Loughrey from The Independent calling it “the best Marvel movie in years.” However, the film's marketing strategy has sparked debate among fans, particularly concerning its title change.
In a climactic moment at the end of Thunderbolts, CIA director Valentina Allegra de Fontaine, played by Julia Louis-Dreyfus, announces that the team will be rebranded as The New Avengers. This revelation is followed by a graphic stating that “The New Avengers will return,” which has now been incorporated into the film's promotional materials. Marvel has begun replacing Thunderbolts posters with the new title, creating a buzz that has both excited and frustrated audiences.
While some fans are thrilled about the new name, others feel that the change reveals too much about the plot. One viewer expressed concern on social media, stating, “Isn’t this a spoiler??? They should have probably waited like a week before doing that.” Another added, “Advertising a movie you want people to watch using a different name, and one that spoils the movie? Seems like a mistake.”
Despite the mixed reactions, many defend Marvel's decision as a clever marketing tactic. Robert Downey Jr., who recently viewed the film with fellow Marvel stars, shared his enthusiasm on Instagram, captioning a photo with, “Just wow!!! Dinner and a show with the Old Avengers. So cool, fresh, and deep. Big congrats to the New Avengers (and Bob). #Thunderbolts.”
As Marvel transitions the film's identity, it raises questions about the implications of the name change. The team, now known as The New Avengers, is led by Bucky Barnes, portrayed by Sebastian Stan, and includes other notable characters such as Yelena Belova (Florence Pugh), John Walker / U.S. Agent (Wyatt Russell), Ava Starr / Ghost (Hannah John-Kamen), and Alexei Shostakov / Red Guardian (David Harbour). Interestingly, Bob Reynolds / Sentry (Lewis Pullman) is also part of the team, but has been sidelined due to his powers being affected by the Void.
However, the excitement surrounding the new title is tempered by a significant legal hurdle. The New Avengers do not have the rights to use the Avengers name officially. Sam Wilson, also known as Captain America, is reportedly suing them for copyright infringement. This conflict adds a layer of complexity to the narrative and sets the stage for future Marvel storylines, particularly as it is expected to lead into the upcoming film Avengers: Doomsday, scheduled for release in May 2026.
Marvel's decision to reveal the new title so soon after the film's debut is a rare move for a studio known for its secrecy. On May 5, 2025, Marvel shared a video on social media showing Pugh and her co-stars revealing the new title by ripping off a layer of the Thunderbolts poster. The excitement in the video is palpable, even as a shushing sound is heard, indicating the clip was recorded before the film's release.
The official X accounts for IMAX, Dolby, and Fandango have also joined in on the promotional efforts, sharing new posters with the New Avengers title. This has led to the title appearing on billboards and even being swapped out at a bus stop by Sebastian Stan himself, further emphasizing Marvel's commitment to this rebranding.
The question remains whether this marketing strategy will enhance ticket sales by drawing in casual fans intrigued by the Avengers connection. The transition from Thunderbolts to The New Avengers is not just a name change; it symbolizes a shift in the Marvel Cinematic Universe (MCU) as it prepares for its next phase.
As the film continues to perform well at the box office, the implications of its new title and the ensuing legal drama surrounding the Avengers name will likely keep audiences engaged. With a mix of excitement and controversy, The New Avengers is poised to be a significant player in the Marvel narrative landscape.
In summary, the rebranding of Thunderbolts* to The New Avengers has stirred a mix of emotions among fans, from excitement to frustration over potential spoilers. As the MCU evolves, this bold marketing decision reflects Marvel's innovative approach to storytelling and audience engagement, setting the stage for future adventures in the superhero realm.
