Marvel's Bold (Spoiler-Heavy) Thunderbolts* Rebrand: Risk or Desperate Gamble?

The spoiler heard ‘round the MCU

Marvel wasted no time plastering The New Avengers across billboards, ticketing sites like Fandango, and social media, even releasing a video of the cast tearing away the Thunderbolts* logo to reveal the new title. Director Jake Schreier defended the decision, comparing it to Valentina’s in-universe “switcheroo”: “If Val is trying to sell the New Avengers to the world, we could do that too”. Yet for fans who hadn’t yet seen the film, the reveal felt like a betrayal. As one online fan lamented, “The headline popped in my notifications with the spoiler. Way to go, guys”.

The asterisk, long a source of speculation, finally paid off in the film’s third act when Valentina unveiled the team—Yelena Belova (Florence Pugh), Bucky Barnes (Sebastian Stan), Red Guardian (David Harbour), U.S. Agent (Wyatt Russell), Ghost (Hannah John-Kamen), and Sentry (Lewis Pullman)—as the New Avengers. The post-credits scene further teased their future, showing them occupying the old Avengers HQ (now called the Watchtower) while clashing with Sam Wilson’s Captain America over trademark rights to the Avengers name.

Box office blues and strategic shifts

Thunderbolts*’s $76 million domestic opening fell short of projections, likely due to superhero fatigue and competition from summer blockbusters. Industry insiders suggest Marvel’s spoiler-heavy rebrand was a gamble to position the film as essential viewing for Avengers: Doomsday (2026), where the New Avengers will collide with Sam’s team and the Fantastic Four. The studio may also be banking on the idea that modern audiences are less deterred by spoilers than by perceived irrelevance—a theory tested by films like Edge of Tomorrow, which rebranded as Live. Die. Repeat. in its post-theatrical run to better convey its premise.

Comics parallels: New Avengers or Dark Avengers?

For comics fans, the twist was both predictable and perplexing. The MCU’s New Avengers lineup mirrors the 2004 comic series, where unlikely heroes like Spider-Man and Wolverine joined after the Avengers disbanded. Yet the team’s government-backed status and morally gray members (like the unstable Sentry) also evoke the Dark Avengers, a villainous squad led by Norman Osborn. Writer Eric Pearson admitted the New Avengers reveal was Kevin Feige’s idea, noting, “I thought, ‘Man, if that’s the only note I’m getting? Take the money and run.’”

Notably absent is Baron Zemo, the Thunderbolts’ comic-book founder. Early drafts included Zemo manipulating events from prison, but he was cut to focus on Yelena’s redemption arc. As Pearson explained, “Zemo didn’t fit this story… We wanted to write the Yelena, Bucky, and Bob story.”

A risky bet on the MCU’s future

Marvel’s aggressive marketing reflects a broader strategy: reigniting excitement for the Avengers brand after years of fragmentation. Whether the spoiler-driven campaign pays off remains to be seen, but one thing is clear—the MCU’s next phase hinges on these “New” Avengers proving they’re worthy of the name. For now, fans like me, who’ve yet to see the film, can only hope the studio doesn’t spoil Fantastic Four: First Steps next.

Key Takeaways:

• Thunderbolts*’s rebrand as The New Avengers was teased by its asterisk but controversially spoiled in marketing
• The film’s $162.1 million global opening underperformed, prompting the spoiler-heavy push
• The team blends elements of Marvel’s New Avengers and Dark Avengers comics, with Valentina as a stand-in for Norman Osborn
• Baron Zemo was cut from early drafts to prioritize Yelena’s story
• The move sets up Avengers: Doomsday, where the New Avengers will clash with Sam Wilson’s team