Marvel Studios has officially unveiled the meaning behind the asterisk in the title of its latest film, Thunderbolts. On Monday, May 5, 2025, the studio confirmed that the asterisk denotes the movie’s subtitle, The New Avengers. This revelation came through various social media platforms, outdoor advertisements, and in-theater promotions in major markets.
The film features a ragtag group of characters, including the Winter Soldier, Ghost, John Walker, Alexei Shostakov, and Yelena Belova, all of whom are expected to transition into the upcoming Avengers: Doomsday, set for release on May 1, 2026. The announcement marks a pivotal moment in the Marvel Cinematic Universe (MCU), as these characters are stepping into the shoes of the original Avengers.
Despite initial reports suggesting Thunderbolts had opened to $76 million, the actual figure was confirmed at $74 million, following an estimated $18 million on Sunday, May 4, 2025, which reflected a 27% drop from Saturday’s earnings of $24.5 million. The film, directed by Jake Schreier, has received positive reviews, earning an A- CinemaScore and a remarkable 94% audience rating on Rotten Tomatoes. According to Comscore/Screen Engine PostTrak data, the film achieved a 71% definite recommend score and 4.5 stars.
Disney is optimistic about the film's performance in its second weekend, hoping for a better hold than previous MCU titles that opened with less than $100 million. For instance, Eternals had a $71.2 million opening but experienced a 62% drop in its second weekend, while Captain America: Brave New World opened at $88.8 million and dropped 68% in its second weekend.
In addition to the film's marketing strategy, Disney launched a promotional partner campaign valued at $75 million. This campaign included collaborations with notable brands such as Harley Davidson Motorcycles, Tide, Wheaties, Mike & Ike candies, Cupra Kiro, Formula E racing, LinkedIn, Perfect Sports, and Arizona Ice Tea.
The title change to The New Avengers was not merely a rebranding but a clever marketing strategy that aligns with the film's narrative. The name change was hinted at during the film’s closing credits, where the team, previously known as the Thunderbolts, officially adopts their new identity as the MCU’s next generation of Avengers.
This transition was anticipated by fans, as Marvel had previously teased the asterisk's significance during CinemaCon in spring 2024, when Kevin Feige announced the film's title but left its meaning undisclosed until the film's release. Many speculated that the characters would assume the role of the new Avengers, a prediction that has now come to fruition.
Marvel's approach to the naming and marketing of Thunderbolts reflects a broader trend in the MCU, where character development and narrative arcs are intricately woven into promotional material. The film's release strategy and title evolution are indicative of Marvel's commitment to engaging its audience and maintaining excitement around its cinematic universe.
Fans have embraced the new title, with social media buzzing about the implications of the Thunderbolts becoming the new Avengers. Additionally, Marvel has released new posters and promotional videos featuring the cast, further solidifying the film's identity as a pivotal entry in the MCU.
As Thunderbolts continues to make waves at the box office, its new title is expected to bolster its appeal and draw in audiences eager to see how these characters will shape the future of the MCU. The film’s success not only hinges on its initial box office performance but also on its ability to sustain interest in the weeks to come.
With the film now playing in theaters nationwide, Marvel fans are eager to witness the adventures of the newly formed Avengers. As the MCU expands, the introduction of characters like the Winter Soldier and Yelena Belova into this new team adds depth and complexity to the franchise, promising exciting developments ahead.
In summary, Thunderbolts has successfully transitioned into The New Avengers, marking a new chapter in the Marvel Cinematic Universe. This strategic move highlights Marvel's innovative marketing techniques and commitment to storytelling, ensuring that audiences remain engaged and invested in the characters they have come to love.
