In a surprising twist, Marvel Comics has officially renamed its upcoming comic series from New Thunderbolts to New Avengers, aligning the release with the recent rebranding of the blockbuster film Thunderbolts, which has also been revealed to be titled The New Avengers. This strategic move not only aims to capitalize on the film's marketing momentum but also introduces a fresh lineup of antiheroes set to take on formidable foes.
Originally announced in March 2025, the comic series features a team led by writer Sam Humphries and artist Ton Lima, showcasing iconic characters such as Winter Soldier, Black Widow, Carnage, Hulk, Namor, Clea, and Laura Kinney's Wolverine. Their mission? To confront the dangerous clones of the Illuminati, a plot point that resonates with the film's narrative.
Humphries expressed excitement about the name change, stating, "Plot twist—it's been New Avengers all along! I promised surprises, and this is the first of many. This era has two combustible teams: the New Avengers and the Killuminati!" The first issue of New Avengers is set to hit shelves on June 11, 2025, with a lineup of variant covers, including tributes to classic Avengers comics.
Meanwhile, the Thunderbolts film, which debuted in theaters on May 2, 2025, has been generating buzz not only for its action-packed storyline but also for its unique marketing strategy. The film stars Florence Pugh, Sebastian Stan, and David Harbour, who reprise their roles in the Marvel Cinematic Universe (MCU). Following its release, Disney unveiled the film's true title, sparking a mixed reaction among fans. Some praised the elaborate marketing stunt, while others expressed concern that the reveal served as a spoiler.
Pugh took to Instagram to address the reactions, revealing that the marketing strategy had been in the works for years. "I know a load of you will say 'SPOILER!' and I'm sorry but what’s a girl to do when there’s a new cool as heck poster?!" she shared with her 9.7 million followers. The film has since earned rave reviews, with The Independent’s Clarisse Loughrey calling it "the best Marvel movie in years." At the film's conclusion, CIA director Valentina Allegra de Fontaine, played by Julia Louis-Dreyfus, announces the rebranding of the group as The New Avengers, further solidifying the connection between the film and the upcoming comic series.
However, the film's box office performance has been under scrutiny. Despite a strong opening, Thunderbolts has struggled to maintain its momentum, recording the fifth-lowest box office for a first Tuesday in MCU history, with $7.4 million on May 6, 2025. This follows a disappointing opening weekend, which ranks as the second-lowest in the franchise's history. Comparatively, the recent Captain America: Brave New World grossed over $106 million in its first five days, while Thunderbolts has only managed to pull in $86.7 million.
The film’s second weekend is expected to be a critical test, as early indicators suggest a significant drop in attendance. Some fans have speculated that many opted to wait for discounted tickets rather than attending the film at full price. This trend raises concerns about the film's long-term viability at the box office.
Additionally, Thunderbolts sets the stage for future MCU installments, including Avengers: Doomsday, which is slated for release next year. The film introduces new characters and conflicts that could shape the trajectory of the franchise. A post-credits scene hints at the arrival of the Fantastic Four, described as an extra-dimensional event, positioning the New Avengers as the first team to encounter them.
Marvel has also faced criticism regarding its marketing tactics, particularly the decision to reveal the film's true title shortly after its release. Some fans argue that this move undermines the film's narrative and serves as a spoiler for those who have not yet seen it. “Isn’t this a spoiler??? They should have probably waited like a week before doing that,” one viewer commented on social media.
Despite the backlash, others have defended Marvel's marketing approach, calling it a clever strategy that builds anticipation for the next phase of the MCU. As fans eagerly await the New Avengers comic series and the continuation of the film's storyline, the excitement surrounding these developments remains palpable.
As Marvel navigates this new chapter, the rebranding of Thunderbolts to New Avengers reflects a broader strategy to unify its cinematic and comic book narratives, creating a cohesive experience for fans. With a combination of beloved characters, thrilling plotlines, and a commitment to innovation, Marvel aims to redefine its legacy in the ever-evolving landscape of superhero storytelling.
