The highly anticipated Thunderbolts movie has taken a surprising turn—literally. As of this week, the film’s title has been rebranded from “Thunderbolts*” to its true identity: The New Avengers. This shift, hinted at with an asterisk in the movie’s original marketing, has become a central part of the film’s advertising, replacing the original title on billboards nationwide. But what exactly prompted the change? Director Jake Schreier offers insight into the creative decision behind this unexpected rebrand.
A Twist in the Final Moments
If you’ve seen Thunderbolts over its opening weekend, you’ve likely noticed the subtle but significant plot twist that occurs in the film’s final moments. The asterisk, which had been teased on the film’s marketing and promotional material, is finally explained in the movie’s closing credits. For those who prefer to remain unspoiled, it’s time to look away—because the title reveal is a major part of the surprise.
In the final scene of the film, Thunderbolts ends with the team, initially led by Florence Pugh’s character, Yelena Belova, being rebranded by the CIA’s Valentina Allegra de Fontaine (played by Julia Louis-Dreyfus). As the credits roll, the title card is torn away, revealing the new name for the team: The New Avengers. This dramatic rebrand marks the official shift from Thunderbolts to the new identity, and it has now become a prominent feature of the film’s marketing campaign.
Director Jake Schreier on the Rebrand
Director Jake Schreier explained that the decision to use the asterisk was part of the plan from the very beginning, one that reflects the film’s tone and narrative direction. “It felt like, if Val is also trying to pull a switcheroo and sell the New Avengers to the world, we could do that, too,” Schreier said in an interview with The Times. The asterisk had been attached to the film for over a year, and Schreier believed it would set the stage for the final reveal.
Schreier continued, “Especially given that the asterisk has been on the movie for a year, hopefully it doesn’t feel sweaty—it feels like this was a plan and we built up to it.” The director’s confidence in the asterisk as a clever narrative tool is clear, and the new title change, while unexpected, was always a part of the movie’s creative vision.
Marketing to the Modern Age: Capitalizing on Spoilers
In the current age of social media, keeping plot details under wraps is increasingly difficult, and Thunderbolts is no exception. Even before the film’s release, spoilers and key plot points made their way online. Schreier acknowledged this challenge and leaned into it by incorporating the title switch into the movie’s marketing campaign.
Marvel Studios, under the leadership of Kevin Feige, has always been willing to experiment with unconventional promotional strategies, and this rebrand is no different. “It’s very fun that they were open to embracing that,” Schreier commented, highlighting how Marvel was open to the idea of leaning into the leaks and working with the audience’s expectations rather than against them.
Schreier also shared an intriguing perspective on modern marketing: “It’s so interesting in this world, and Kevin talks about it sometimes, where sometimes they wanted things to leak and they don’t,” he said. “I think we all assumed that it would be a bigger part of the conversation already, so it’ll be interesting to see what happens.”
A New Identity: From Thunderbolts to The New Avengers
The title switch from Thunderbolts to The New Avengers is more than just a clever plot device—it’s a fresh take on a familiar franchise, ushering in a new chapter for the Marvel Cinematic Universe (MCU). While the team initially consisted of misfits and antiheroes, they are now poised to take on the mantle of the iconic Avengers, with a new mission, a new name, and a new legacy.
The movie’s rebranding has already started making waves on billboards, where the transition from Thunderbolts to The New Avengers has been made clear. The marketing shift signals the importance of the twist, showing that it’s no longer just a moment confined to the credits but rather an integral part of the movie’s narrative and its future.
The Impact on the MCU: A Fresh Start for the Superteam
As Marvel continues to expand its cinematic universe, The New Avengers represents the next evolution of the beloved superhero franchise. With Thunderbolts now rebranded as The New Avengers, the team is stepping into a new role, one that reflects their potential to become a force for good—or at least, a more complex version of it.
By turning Thunderbolts into The New Avengers, Marvel opens the door for a new generation of heroes to take the spotlight, with characters like Yelena Belova, played by Florence Pugh, and the rest of the team offering fresh dynamics and stories. The decision to make this a central theme in the film’s marketing not only builds anticipation for what’s to come but also sets the stage for future MCU projects.