Several months ago, my former co-EIC Charles Murphy confided in me that he had heard some interesting stuff about how Disney was going to market Avengers: Endgame; the promotional materials would strictly consist of parts of the first act of the film and nothing from the 2nd and 3rd acts. In an interview with MTV News, Kevin Feige confirmed that this was indeed going to be the case for the finale of Phase 3.
I’d call it somewhat accurate. As was the case with a lot of our films, this one, in particular, being able to generate excitement without giving away any of the many, many, many, many, many secrets would be ideal. I think the Disney marketing team is the best in the world. I think we’ll be able to pull it off.
Curveballs in promotional materials isn’t a new thing for the studio. They infamously made the world believe that the Mandarin was the baddie for Iron Man 3 and that iconic shot in the first Avengers: Infinity War of Cap leading the Wakandan charge is nowhere to be found in the film (a nitpick of mine).
One thing I’d like to see that they haven’t done yet (excluding the news segments from Ant-Man) is online short films serving as preludes. Two years ago, Blade Runner 2049 put out non-essential short film preludes on Youtube as a way to promote the film and deepen some of the lore.
Source: MTV News