Disney has ignited a firestorm of controversy with an unprecedented marketing strategy for its upcoming Marvel blockbuster, Avengers: Doomsday. The studio plans to release four different exclusive trailers in cinemas, a move that has been branded 'desperate' by swathes of frustrated fans.
A Four-Part Cinematic Tease
The ambitious, and some say cynical, plan will see a unique trailer for Avengers: Doomsday play exclusively before screenings of Avatar: Fire & Ash, which launches in UK cinemas this weekend. Each of the four trailers will be shown for one week only before being replaced by the next, meaning dedicated Marvel enthusiasts would theoretically need to buy a ticket for James Cameron's film four separate times to see the complete set of previews.
According to industry reports, the trailers will not be made available online, making cinema attendance the only way to view them. This tactic is part of a major publicity push for the film, which is scheduled for a December 2026 release.
Fan Fury and Divided Opinions
The reaction on social media platforms like X has been fiercely critical. Many fans have accused Disney of using strong-arm tactics to prop up box office numbers for the new Avatar instalment, which has itself been met with a lukewarm critical reception. 'They really are desperate - no one cares about Avatar anymore,' posted one disgruntled moviegoer. Another added: 'Disney flexing with avengers trailers to gaslight us back to theaters lol.'
Others questioned the logic, suggesting the studio has overestimated fan appetite. 'No one cares that much about a 1 minute trailer for a superhero movie. Maybe if it was 2015,' one user wrote. Several pointed out that fans could simply buy a ticket, watch the trailer, and leave, or wait for the footage to be inevitably leaked online.
However, not all responses were negative. Some industry observers praised the innovative approach. One supporter called it a 'smart move,' predicting that 'fans will be lining up for those trailers,' while another described it as an 'interesting strategy' that shows Disney knows how to generate repeat cinema visits.
High Stakes for Doomsday and a Struggling Avatar
The marketing blitz underscores the immense anticipation for Avengers: Doomsday. The film will mark the return of the Russo brothers to the Marvel Cinematic Universe and features the shocking comeback of Robert Downey Jr., not as Iron Man, but as the iconic villain Doctor Doom. It will be the first Avengers ensemble film since 2019's Endgame.
The strategy also arrives as Avatar: Fire & Ash faces significant headwinds. The third chapter in Cameron's saga, made for a reported £300 million, has been widely panned by critics ahead of its release. Reviews have blasted its 'recycled' plot and lengthy three-hour-plus runtime, with some awarding it just one star. The film currently holds the lowest critical score for the franchise on sites like Rotten Tomatoes.
Disney's gamble, tying the future of its most valuable superhero franchise to the perceived weakness of another, represents one of the boldest and most divisive marketing plays in recent memory. Only the box office returns for Avatar: Fire & Ash and the subsequent online buzz will determine if this high-risk tactic pays off.
