‘Avengers 2’ Doesn’t Need A Marketing Campaign

Posted on by Scott Mendelson on July 18, 2014

Walt Disney could not market Avengers: Age of Ultron at all between now and May and it would still be a monster hit. Maybe they should try it.

The big geek news this week is the release of an Entertainment Weekly cover story highlighting next year’s Avengers: Age of Ultron. The article contains not just a few photos from the anticipated sequel, but quite a bit of plot information. The issue in question is a preview for next week’s San Diego Comic Book Convention, which is the biggest of the various annual geek-friendly conventions. This comes on the heels of reports of some rather major footage being screened as of last week. But the coverage of said story brings to mind one question: Why is Walt Disney DIS +0.81% even bothering to tease The Avengers: Age of Ultron at all?

Joss Whedon’s The Avengers: Age of Ultron will debut on May 1st, 2015. That’s about 9.5 months away. At this point in time, I can think of no more predetermined blockbuster on the horizon. The first Avengers butchered the opening weekend record, earning $207 million in its debut weekend and eventually earning $623m in the US and $1.5 billion worldwide, standing tall as the biggest film ever made by someone other than James Cameron. Even if it’s possible that Avengers 2 won’t be quite as big as the first film, there is little doubt that it will be the biggest film of the 2015 summer season and possibly the year depending on how well Star Wars Episode VII (also Walt Disney) and Lionsgate’s The Hunger Games: Mockingjay part II performs. With preordained success like that, what do you gain from spilling the beans this early?

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