by By Isaiah Diaz
What makes millions of people care about a movie that hasn’t even come out yet? For Marvel Studios, it’s about creating moments that are unforgettable. It’s about creating moments that get fans talking, speculating and sharing their excitement before the movie even screens in theaters. With “Avengers: Doomsday,” Marvel’s promotional strategy offers an interesting look into how public relations can turn a movie announcement into a long-lasting cultural event.
“Avengers: Doomsday” is the fifth movie in an evolving story line since 2012. But that isn’t the start. If you’re familiar with Marvel, you may know they originated from the comics series that came to life in 1939, Marvel Comics No. 1. This timeless fandom has had decades to develop and grow across generations, creating a community that extends far beyond the comics and into film, television, and popular culture.
With such an established fan base, Marvel has an advantage that many brands can only hope to achieve. An audience that actively wants to engage with its content.
This is where events like Comic-Con become especially valuable. Rather than relying solely on traditional advertising, Marvel can bring fans together through exclusive events, announcements, live presentations and experiences that encourage audiences to participate in the excitement. These moments can then extend beyond the convention floor as fans share their reactions across social media, creating additional visibility for the film and fandom.
But what does this strategic PR angle look like? Considering how many moving pieces make up the Marvel Cinematic Universe (MCU), from its layered plots to its countless characters and interconnected storylines, Marvel has plenty of opportunities to generate news and keep fans engaged. Each announcement, casting reveal or major event can spark new conversations, giving fans something to speculate and share about. Instead of relying on a single promotion, Marvel can build anticipation over time by continuously giving its audience something to talk about.
Another factor that works in Marvel’s favor is its ability to connect with fans beyond the screen. One of the more unconventional examples of this year’s “Avengers: Doomsday” promotion was the guerrilla marketing display in San Diego, where Comic-Con took place.
The public art display brought the campaign to the streets, allowing fans to encounter the film’s promotion outside traditional advertising spaces. Not to mention it created a photo opportunity that fans could share across social media. The reported $100,000-plus fine issued to Marvel from the city adds another layer to the story, raising questions about the balance between creating a unique marketing experience and disregarding local city regulations. From a PR perspective, the display demonstrates how a real-world experience can become a conversation of its own, extending the campaign beyond the original intended audience and into the public view, encouraging people to share what they saw.
While the Comic-Con display brought Marvel’s promotion into the physical world, the studio also has ways to maintain attention through the information releases about the film. Casting announcements can spark headlines and speculation about returning characters, while trailers give fans new material to analyze for clues about the storyline. Each reveal creates another opportunity for media coverage and online discussion, allowing Marvel to sustain interest between major promotional events. This shows how the timing of information can be just as important as the announcement itself.
Ultimately, Marvel demonstrates how public relations can turn anticipation into an experience of its own. By combining unconventional marketing with strategic announcements and fan engagement, the studio inspires many reasons to participate in the conversation long before the movie reaches theaters.
