While creative, the the mystery around Thunderbolts*' asterisk and its many possible meanings sparked speculation. Theories ranged from the death of every member of the Thunderbolts to a complete replacement of the team within the same movie. The most likely scenario was always a team name change, but which new name the Thunderbolts would choose was difficult to predict. "The Dark Avengers", "the Secret Avengers", and simply "the Avengers" were all likely options.

After the Thunderbolts defeated Sentry's Void alter ego, Valentina Allegra de Fontaine revealed the team's new name to the world in Thunderbolts*' post-credits scene reveals that the New Avengers have stayed together and embraced their name, though Captain America has sued them for copyright infringement, and they may need to find a different name to avoid legal retaliation. Just a few days after Thunderbolts*' release, Marvel Studios overhauled the movie's marketing with the team's new name.

Marvel Retitling Thunderbolts* The New Avengers Post-Release Was Confusing

Marvel's Marketing For Thunderbolts* Was Buried By The New Avengers Twist

The Thunderbolts are a famous team in Marvel Comics, but they aren't as easily recognizable as the Avengers for non-comic readers, and they'd never had the chance to be adapted to live-action before Phase 5. Selling the concept of a new MCU team with no apparent connection to the Avengers was a considerable challenge for Marvel, especially considering that the MCU's Thunderbolts also have little in common with their comic book counterparts. Marvel Studios' marketing for Thunderbolts* fulfilled its purpose, but it was later displaced by The New Avengers' marketing overhaul.

Once the Thunderbolts*' title, posters, billboards, and marketing resources were replaced by The New Avengers, all the efforts that had gone into establishing the Thunderbolts* title were cut short. Although the name change isn't difficult to understand, it does send a mixed message to potential viewers who haven't seen the movie. The purpose of the title change only makes complete sense to those who watched the film, and audiences that aren't too acquainted with the MCU might assume it requires further context to understand. On top of that, not all ticket-selling sites and theaters changed the title, exacerbating confusion.

Once Thunderbolts* is known by casual audiences as The New Avengers, the titular team's surprise by their official name loses its effectiveness

Also, potential viewers who haven't been up-to-date with the MCU and weren't quick enough to catch Thunderbolts* in theaters before the title change may be confused by a movie where the protagonists call themselves by a different name. Once the movie is known by casual audiences as The New Avengers, the titular team's surprise by their official name loses its effectiveness. The fact that the New Avengers are sued by the original Avengers doesn't help matters for those casual viewers who don't know exactly who the other Avengers are.

Marvel's New Avengers Marketing Shift Was A Massive Spoiler

Thunderbolts*' Title Change Spoiled The End Of The Movie

Thunderbolts*' title change to The New Avengers is especially risky considering the team's name change is the film's final twist. Had the asterisk hinted at a shift toward a different identity, like the Dark Avengers, it would still have been a surprising twist, but it wouldn't have changed the team's MCU future as dramatically. "The New Avengers" has even bigger implications, as it means the team is now literally the next generation of Earth's Mightiest Heroes. Such a reveal is certainly the biggest reveal in the movie, and it was spoiled for all those viewers who didn't watch Thunderbolts*' during its first week in theaters.

While a movie’s opening weekend is typically its biggest, a substantial portion of the audience shows up in the second and third weeks. Due to a variety of factors, not everyone can catch a film during its opening weekend or first week in theaters. Unfortunately, in the case of Thunderbolts*, many viewers missed the chance to experience the surprise firsthand. By the time a large portion of the audience made it to theaters, the Thunderbolts* marketing had already shifted to The New Avengers.

The Thunderbolts* Box Office Could've Been Higher If It Was Called The New Avengers

The New Avengers Name Could Have Pumped The Numbers For Thunderbolts*

Besides the odd timing of Thunderbolts*' title change, Marvel's decision also made little sense in of box office. "The New Avengers" is a much more easily marketable title than Thunderbolts* due to the Avengers movies' record-breaking history. For Thunderbolts*, Marvel not only had to sell a team made up of B-list anti-heroes and villains, but also a brand-new MCU team that only took shape late in the Multiverse Saga. Thunderbolts*' star-studded cast, trailers, and word-of-mouth helped establish the "Thunderbolts" property, only for it to be replaced by the better-known "Avengers" name shortly after release.

The “Avengers” name is a proven box office draw now synonymous with Marvel Studios' success. If Marvel always intended the Thunderbolts to become the next generation of Avengers, it would have been more effective to introduce the "The New Avengers" title from the beginning. The movie's team name mystery could instead have focused on how the New Avengers earn that title and public recognition. As it stands, Thunderbolts*' last-minute rebrand comes across as an attempt to salvage underwhelming opening numbers by leaning on the trusted Avengers brand. Although the title change was actually planned from the start, it suggests a lack of confidence in "Thunderbolts" as a standalone brand.

The Thunderbolts* Asterisk Was A Neat Idea But It Didn't Pay Off

Marvel Needs To Keep Taking Risks Even If Some Of Them Don't Quite Work Out

Thunderbolts*' New Avengers twist didn't accomplish its intended goal, as reactions to the title change were lukewarm at best, and Thunderbolts*' box office hasn't met expectations following its moderate opening weekend numbers. Ultimately, Thunderbolts*' asterisk twist had a bigger impact on the film's ending and post-credits scenes than it did on its marketing campaign. Besides, after the Thunderbolts* name twist, a direct Thunderbolts* follow-up seems unlikely, both because the first Thunderbolts have transformed into a different team and because the "Thunderbolts" name may continue to be associated with a placeholder for the MCU's New Avengers.

That said, Thunderbolts*' title change is a commendable move by Marvel. Multiverse Saga misfires like Thor: Love and Thunder, Ant-Man and the Wasp: Quantumania, and Captain America: Brave New World stuck too close to the MCU formula despite promising a fresh direction for their respective characters.

Thunderbolts* went above and beyond not only by keeping the New Avengers name a secret, but also by committing to a full marketing overhaul that required the replacement of digital and physical marketing material. While the strategy didn't fully succeed, it’s the kind of gamble Marvel needs to experiment with in order to keep pushing the boundaries.

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