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Marvel Studios is changing the name of Thunderbolts* for good, unless it isn't
Yes, we know the post-release marketing for Marvel Studios' Thunderbolts* centers around changing the movie's name, but... it's not entirely clear if that's going to stick in the long term
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On Friday, we were wondering if Marvel was going to officially change the title of Thunderbolts* based on the reveal at the end of the movie. On Monday, it looked as if they were doing that very thing — but apparently Thunderbolts* will remain Thunderbolts* in the longterm, with the current retitling simply being a promotional push for the new Marvel Studios movie. Unless, you know... it doesn't.
The confusion comes from two entirely separate stories reporting on the marketing push behind the title change, and what both say about the permanence of the switch.
The Hollywood Reporter, for example, is saying that the title of the movie will remain, officially, Thunderbolts. In a piece looking behind the scenes of the apparent name change being rolled out across theaters and promotion surrounding the movie, THR reports that neither Disney nor Marvel is officially changing the name of the movie to The New Avengers (or even Thunderbolts: The New Avengers), despite a promotional push that would suggest otherwise.
Instead, per THR, the New Avengers push is “a way to drum up post-opening interest in the film,” according to the trade paper, with Disney’s marketing department deciding that the Monday following the movie’s opening was the right time to spoil the reveal at the end of the movie. (To be fair to Disney, the title reveal was already all over social media by that point.)
According to THR’s sources, any potential permanent change to The New Avengers has been nixed because neither Disney nor Marvel want audiences to get confused about Thunderbolts* being part of the official Avengers series of movies, or (amusingly) “thinking that next year’s Avengers: Doomsday is Thunderbolts 2.” Even though, you know, the movie ends with a post-credit cliffhanger that will be resolved in Avengers: Doomsday.
So far, so straightforward — except that AdWeek has its own story about the New Avengers marketing that explicitly states, "rest assured that the title change is also permanent," although it also reports, "the studio declines to confirm post-theatrical plans" concerning the title. The story does, however, quote Disney SVP of marketing Ryan Stankevich, who says, "people will understand that this movie has converted its title." Well, sure... but for how long?
For now, confusion reigns when it comes to what Marvel Studios' new movie is actually called. If you're looking for a guiding light in the short term, think about this: the movie is currently titled The New Avengers on Marvel.com’s own 'Movies' page.
Thunderbolts* is in theaters now, although the marquee might call it The New Avengers.
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