Marvel Studios just changed the game. Again.
The Marvel Cinematic Universe officially reached its 36th film last week with the theatrical debut of Thunderbolts* on May 1. Directed by Jake Schreier, the ensemble film delivers a darker, off-center team-up that reintroduces several familiar faces and signals major changes ahead for the franchise. While anticipation didn’t quite rise to the stratosphere of Deadpool & Wolverine (2024), it significantly outpaced early interest in Captain America: Brave New World (2025).
Starring Florence Pugh as Yelena Belova and Sebastian Stan as Bucky Barnes, Thunderbolts* reunites audiences with a roster of characters that have operated on the margins of the Avengers saga until now. Joining them are David Harbour’s Red Guardian, Wyatt Russell’s U.S. Agent, Hannah John-Kamen’s Ghost, and Olga Kurylenko’s Taskmaster—each one a wildcard in their own right. Together, they form a new kind of superhero squad, forged more by necessity than idealism. The film opened to a solid $74 million domestically and has already earned $165 million worldwide.
But numbers aside, it’s the title’s asterisk that has had audiences most intrigued—and ultimately, divided. The unusual punctuation appeared mid-way through production, with Marvel Studios President Kevin Feige teasing that its meaning would only become clear in time. That time, it turns out, was the final act of the film, where Thunderbolts* lays its cards on the table and reveals what the asterisk was hiding all along: a rebrand.
In the film’s closing moments, after the team successfully thwarts a crisis in New York involving the unstable superpowered Sentry (Lewis Pullman as Robert “Bob” Reynolds), Julia Louis-Dreyfus’ Valentina Allegra de Fontaine calls a press conference. There, she publicly unveils the group’s new identity: the New Avengers. In an MCU where the original Avengers have quietly disbanded, this is a seismic development—and one that sets the stage for what’s next as Marvel marches toward Avengers: Doomsday (2026), where Robert Downey Jr. will return as Victor Von Doom.
Rather than keep this reveal a secret for long, Marvel leaned into it almost immediately. Within days, the studio had updated its X (formerly Twitter) profile to reflect the new The New Avengers title, complete with refreshed artwork. Cast members began sharing updated posters and promo material across social media. Sebastian Stan even appeared in a video swapping out the Thunderbolts* branding for the new name.
This full-steam-ahead approach has sparked heated debate online—not over the rebrand itself, but the way Marvel chose to roll it out. Fans who hadn’t yet made it to theaters voiced frustration at having the film’s third-act twist spoiled across official marketing.
“LOL, should I even go to the cinema and see this? You spoilt the plot,” wrote @nicht_weit.
“Thank you for spoiling this 3 days after, very cool!” added @kebede_sanam.
One fan, @marcuszee77, summed up this sentiment: “Couldn’t go watch this over the weekend and was avoiding spoilers to watch the movie this weekend, but of course you already spoiled it for me. Very disappointed, I think I’ll just wait for it to come on Disney+ now.”
It’s a precarious strategy for a studio navigating a shifting landscape. The MCU’s recent output has faced steeper box office drop-offs and more scrutiny from audiences than in its heyday. As such, revealing a major plot point as part of the official campaign, even one teased in tone by the film’s trailers, feels like a gamble.
Still, Schreier sees it differently. Speaking to The New York Times, the director embraced the decision to publicly announce the team’s new identity.
“It’s very fun that they were open to embracing that,” he said. “It’s so interesting in this world, and Kevin talks about it sometimes, where sometimes they wanted things to leak, and they don’t. 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.”
That conversation may only be just beginning. While the New Avengers have now been formally introduced, their place in the broader MCU remains in question. One of the film’s post-credits sequences hints at a competing Avengers resurgence, as Anthony Mackie’s Sam Wilson/Captain America appears to be reclaiming the original team’s mantle. In a clever meta twist, Sam is shown trademarking the Avengers name—a moment that has now been mirrored in real life, with the Avengers’ official social channels sporting the © symbol next to the name.
What’s clear is that Marvel is using Thunderbolts* as a transition point. Next up is The Fantastic Four: First Steps, helmed by WandaVision director Matt Shakman and arriving July 25, 2025. That will lead directly into Avengers: Doomsday in May 2026, which is shaping up to be the MCU’s most crowded film yet. With two Avengers teams, the Fantastic Four, and Victor Von Doom all in play, Phase Six appears designed to launch a new chapter that could carry the franchise into the long-anticipated Mutant Saga.
For now, Thunderbolts*—or more accurately, The New Avengers—is playing worldwide.
How do you feel about Marvel revealing the team’s new name before most fans had a chance to experience it in theaters? Share your thoughts in the comments below.
