The Marvel marketing machine is focused squarely on Netflix's Daredevil which released Friday and Avengers: Age of Ultron which begins releasing in theaters in the coming weeks, but even now, Marvel Studios can't let their next film release fall out of the spotlight. In fact, it's that very project which needs the most marketing out of the bunch.
We're of course talking about Ant-Man which has a long and troubled development history and just might be the most difficult feature film to sell for the studio to date. Marvel's no stranger to having challenges with directors over the years, but with Ant-Man, a project that only exists because of its original director, it's the studio's biggest challenge to date and one that they're going to address immediately.
At the very first Marvel Studios Comic-Con panel back in 2006 where the young at-the-time-independent production house announced Iron Man, The Incredible Hulk and Ant-Man, Edgar Wright was part of the panel and spoke about his vision for the unlikeliest Avenger. For Wright, Ant-Man was actually a screenplay he wrote for another studio before Marvel regained the rights and for nearly a decade afterwards Ant-Man slowly developed with script revisions until it would finally became a reality. And then it did.
Marvel Studios boss Kevin Feige, when finally giving the film a title card and release date, said that Ant-Man only exists because of Edgar Wright. So you can understand the skepticism when Marvel had to announce just weeks before filming was set to begin that they had parted ways with Wright.
Marvel found a directorial replacement in Peyton Reed and enlisted the help of Adam McKay to revise the script (with star Paul Rudd co-writing). The goal was to fit the film better into the larger Marvel Cinematic Universe plans. The exodus of Edgar Wright however, remains a tough fact for skeptics to overcome, and it didn't help that the first Ant-Man trailer failed to leave an overly positive impression.
Now, Marvel is in a position marketing their biggest project ever in Avengers: Age of Ultron and need to follow it up with an odd solo character origins film that's on its surface less appealing, has a smaller cast, and a rough development history. It's not a good position to be in heading into the final months of Phase 2 of the MCU.
Fortunately, the marketing arm is about to kick things into gear and today at the Avengers 2 press conference, the studio made sure to remind all of the media in attendance of what's up next. They played a brand new trailer for Ant-Man, the second full-length trailer for the feature and the first impressions on social media were very positive. Feige confirmed here that Ant-Man trailer #2 will release online Monday, April 13th.
It's smart to use Avengers marketing events - where they fly in media from around the world - to tease Ant-Man. They'd be even smarter to use Age of Ultron to tease the film directly as well when it hits theaters.
The next evolution of the Marvel Cinematic Universe brings a founding member of The Avengers to the big screen for the first time with Marvel Studios’ “Ant-Man.” Armed with the astonishing ability to shrink in scale but increase in strength, master thief Scott Lang must embrace his inner-hero and help his mentor, Dr. Hank Pym, protect the secret behind his spectacular Ant-Man suit from a new generation of towering threats. Against seemingly insurmountable obstacles, Pym and Lang must plan and pull off a heist that will save the world.
Marvel’s “Ant-Man” stars Paul Rudd as Scott Lang aka Ant-Man, Evangeline Lilly as Hope Van Dyne, Corey Stoll as Darren Cross aka Yellowjacket, Bobby Cannavale as Paxton, Michael Peña as Luis, Judy Greer as Maggie, Tip “Ti” Harris as Dave, David Dastmalchian as Kurt, Wood Harris as Gale, Jordi Mollà as Castillo and Michael Douglas as Hank Pym. Directed by Peyton Reed and produced by Kevin Feige, Marvel’s “Ant-Man” delivers a high-stakes, tension-filled adventure on July 17, 2015.