Thor: Ragnarok has finally been released worldwide and it's been making a killing at the box office. It also rests with a very cool 93% score on Rotten Tomatoes, the highest ranked MCU film on the website. Now that the dust has settled and more and more people have seen the movie, how did it fair to the all the hype? While it's safe to say the movie is really fun, the marketing for the film may have done more harm than good for some viewers.
Warning: This article contains spoilers for Thor: Ragnarok.
Doing More With Less
In a year where Logan stands as one of the best films of thus far, comic book adaptations have no excuse to be just fun. The ability to deliver thought-provoking, character-driven pieces is now a reality. Thor: Ragnarok opts for a silly and fun time at the movies, but even that was marred thanks to the trailers, which revealed many scenes and their outcomes in the trailers.
Think about it — how much cooler would the destruction of Thor's hammer have been if it wasn't part of the trailer, or released as a clip online prior to the film's release? It would have been extremely shocking for fans to see, as the mighty hammer is an integral part of the God of Thunder's identity.
It would have been even more amazing to see the Hulk gladiator fight if audiences didn't know it was coming. That fight was the big pitch in the marketing campaign, featured prominently on posters and in trailers. The fight itself wasn't terribly impressive, and the scene's funniest line (the "friend from work" line) wasn't as amusing as it should have been thanks to it being discussed so much prior to release.
Even the fight's end result was revealed in the trailer, with Thor claiming to have "easily" bested the Hulk. The sarcastic tone Thor uses tells the audience that he loses, which is what happens in the film. Thanks to these reveals, the much-publicized duel between these two Avengers feels like it's unimportant to the plot. If it were left out of the marketing, the film would have had a much better scene on its hands.
A Marketing Paradox
The irony is while that the gladiator fight is what got so many fans hyped up for the film, one has to wonder how revealing too much ensures that audiences will go and see your film? With so much on the line with Thor, who has underperformed previously at the box office, Marvel wanted to ensure ticket sales by ensuring chatter. The best way to do that, of course, is to show off all the coolest moments in the marketing promos. This is an act which reveals that storytelling may not be as high on the priority list as profits.
Ragnarok was a fun movie but it wasn't as fun as it could have been — thanks to important plot information being given out like candy prior to the film's release. Couple that with the faults in the film and Ragnarok ultimately ended up being just a fun movie with no substance to it. While #MCU films rely more on blockbuster spectacle, it'd be nice if they were to stop showing so much of the wow moments in their trailers. As it stands, this writer will avoid the upcoming trailers for Avengers: Infinity War as much as possible.
Would you have enjoyed Thor: Ragnarok more if you saw less of it prior to release? Comment below!