Marvel Studios’ marketing team may have come up with the phrase “Don’t spoil the Endgame.” Yet for all its catchiness, it sure doesn’t abide by that rule in 2022. The symptoms of that approach again stand out in Black Panther: Wakanda Forever’s trailer; however, for anyone that’s tuned in for Phase Four it’s really nothing new.
It bears saying that Wakanda Forever is a film like no other, let alone a Marvel one. It's a rare historic occasion, a sequel to one of the most successful movies of all time has to go on despite the passing of its beloved star, Chadwick Boseman. Unlike more recent MCU flicks, Wakanda Forever doesn’t need to build hype. But regardless of that, this week has all but confirmed Shuri will replace T’Challa, much in the same way Doctor Strange in the Multiverse of Madness gave away Patrick Stewart on Super Bowl Sunday. Could Marvel Studios be wrong in the way it promotes its own productions?
Black Panther Is In A League Of Its Own
Back in 2018, Ryan Coogler and company achieved something truly great when they put together not only one of the MCU’s finest movies, but what is also its most recognized film outside the superhero niche. With its embrace of African culture, its performances, the writing and its unforgettable villain, down to the expected glory of top-notch special effects, Black Panther hits all the right notes. Its blueprint would have already suggested Coogler’s second go at it was never going to be just another run-of-the-mill Marvel sequel. Nonetheless, tragedy struck.
Boseman's death is only comparable to Brandon Lee and Paul Walker’s, both the lead stars of their respective franchises who met their end too young. Their absences were fixed digitally The Crow and Furious 7 respectively which is partly the reason why everyone who saw the first Black Panther is practically guaranteed to go see Wakanda Forever. What this all means is that, unlike the Doctor Strange sequel or any of the Disney Plus shows, this sequel has a unique aura of mysticism not even Avengers: Infinity War and Endgame had. It doesn't have to work as hard to convince its audience that it's worth watching.
Looking back at the trailers for those two movies, they really didn’t tell fans a lot about the films nor teased their biggest moments in any shape or form. In fact, that really wasn’t a thing up to Phase Three. Whilst the first trailer for Wakanda Forever did a great job at teasing the new Black Panther, the second one leaves no room for doubt that the new superhero is in fact a woman (most likely Shuri) and it’s hard to argue that revelation does the film any favors.
Sure, Marvel loves to play misdirection. The studio knows full well that the thorough scrutiny of every frame in its trailers is an industry of its own, meaning Wakanda Forever can still throw fans a few curveballs. Nevertheless, a huge chunk of the Black Panther mystery is gone now, and so are those Killmonger fan theories. Does this hurt the potential of Wakanda Forever? Of course not; the film is beautiful at this stage. However, it does put it on the same level as some of the MCU’s lesser products.
The MCU Bait And Switch
Marvel YouTubers and fans have taken to using this term for MCU projects. Depending on each new series or movie, the studio uses different kinds of diversions to present trailers in a way that strays from the actual content of the film, or overplays the impact of some scenes and characters. In Doctor Strange’s case, the bait and switch is knowing Professor X would show up in the movie, with the promise of the Illuminati and multiverse having greater importance. Similarly, She-Hulk teased a Daredevil cameo that wasn't seen until several episodes into the series.
In the latter’s case, it would be like if WandaVision had shown its fake Pietro Maximoff in the trailers, or if Hawkeye had revealed its ties to the new MCU Daredevil era before the show aired on Disney Plus. Even though they may help build hype, teasing as a form of marketing produces another type of excitement. That type of excitement fades away quickly, and doesn’t lead to “On your left” Endgame crowd goes wild moments.
Perhaps there is no greater example of managing expectations than Spider-Man: No Way Home. This Sony production fought against never-ending Tobey Maguire and Andrew Garfield rumors to give viewers a couple of epic appearances. The sheer possibility of what No Way Home could do for Spider-Man was enough, and it’s similar to what Wakanda Forever can do for Phase four.
Is Black Panther: Wakanda Forever looking like another case of bait and switch? Not by any means. What it does is unnecessarily offer the sight of its titular hero that had been so tightly kept under wraps. It does this to the detriment of its audience, depriving them of being shocked for marketing's sake. And this is all in spite of the fact that the movie already has something greater behind it: the legacy of a man that's being honored and mourned by his friends, via the very craft he dedicated his final years to.
Nowadays, it’s cool to say the MCU has lost its touch, and with a few exceptions, that may be partly true. Wakanda Forever looks incredibly promising, it seemed just as much before we got that first full look at its new Black Panther. But unfortunately, fans can't unsee that reveal and save it for the theater next month.