Marvel has done an extremely good job of setting up their cinematic universe that allows for a cohesive movie experience. I'd be lying if I said the movies leading up to the first Avengers left a lasting impression on me, but overall they were enjoyable. As I'm sure most people could say, Avengers, Captain America: The Winter Soldier, and Guardians of the Galaxy completely won me over and had me cheering for Marvel. With Age of Ultron about to be released in the U.S. I'm hoping that I'll feel the same after seeing it, but there are a few things that are concerning and should be looked at. Most of this has to do with the studio's strategies of selling this movie. Obviously Age of Ultron will make a metric crap ton at the box office, but should it?
When the first trailer came out, it got me really excited for the movie. It teased the movie perfectly and gave enough action to where I had a sense of what to expect. By the time the second full trailer was released, I was completely hooked. That was such a good trailer, but I didn’t need to see anything else. Apparently Marvel Studios didn’t agree with me and believed they needed to release 39 TV spots to show as much as they possibly can. I repeat, 39 TV spots! I’ve only seen maybe 5 of them, but the fact is they are shoving way too much down our throats. The point of releasing trailers and TV spots isn’t to give plot points and spoilers away, but to grab our attention and only that. I can already infer from the trailers that a major character will die and that Scarlet Witch manipulates Black Widow who then manipulates the Hulk. There are many more plot points that are revealed throughout the TV spots that I won’t dive into for the sake of spoiling the entire movie. I'm surprised at this point they haven't released the mid-credits scene. It’s extremely apparent that Marvel is relying purely on people having a fun time at the movie, instead of enjoying the story arcs. It makes no sense to show this much stuff when you know people are going to see this movie. If trailer 1 and 2 were the only form of marketing released, the film would still easily do $1.5 Billion. Why spend all this money on TV spots, soda can and cereal box marketing, when it likely won’t add many more viewers? In my opinion, this may actually hurt the box office numbers.
Theatrical Release Schedule
The movie has currently been released almost everywhere as of April 22nd and the American audience won’t be seeing it until April 30th at midnight premieres. This may not seem like a big deal to some, but combined with the fact that the movie has been over-marketed and much of the world has already seen and reviewed the movie, this may have devastating effects when it releases in the U.S. and Asian markets. This is all based on the overall atmosphere of exhaustion surrounding the movie right now. If people see what England and other overseas markets are saying about the movie, it will surely affect their thoughts of the movie going into it.
This is all you need to see to be hyped for this movie.
Many people I have talked to share similar concerns; that they are exhausted from Marvels campaign of forcing this movie on everyone. This isn’t saying that I hope the movie is going to be a bust, because my level of excitement for this movie is very high. I want it to make as much money as possible because that’s good for the superhero community. However, I believe this movie will not have near as many repeat viewers as recent Marvel movies simply for the fact that a lot of people seem to be over Avengers already. There’s a sense that seeing the movie on opening night will be an awesome experience, but once the credits roll people will be done with this movie for a while. I’m positive this movie will make a huge amount of money, but there is a possibility of it flailing at the box office after a couple weeks in the states and other big markets. Due to the big marketing campaign that has drained the audience’s imagination for this movie, combined with early divided reviews from overseas, there is a chance that it could fall. I hope not, but if it does this should be a lesson to studios on how to properly market a movie and not over-saturate.