“Avengers: Infinity War” Super Bowl Trailer
Since we’re judging trailers today, let’s look at Disney’s other May offering, Part 3 of The Avengers experiment.
I believe all of you can join me in quoting along to what I am about to say. In the word of Nick Fury: “There was an idea….” No, not the Avengers Initiative, unless that’s what you want to call the 17 movies and counting film universe franchise that literally changed the way movies are made and marketed in the last decade. Actually, that’s not a bad name for it, though it wasn’t Nick Fury that came up with it, as much as it was a desperate play by Marvel to start making money on Superhero films, instead of watching other studios do so.
Avengers: Infinity War is part three in the connected universe concept, where the franchise takes the main players from each stand alone and puts them together for one grand adventure. And while it seems an assured thing now, we should consider that this is still an experiment. The first film was a hit, but it only had four stand-alone films to tie together at that point. Avengers: Age of Ultron (Part 2) suffered from bloat, and at that point, they actually hadn’t added any franchises except Guardians of the Galaxy (who were left out), just extra characters.
One might argue (as I will) that Captain America: Civil War served as the real test ahead of the Infinity War two-parter, since it had to holds together characters from the newer additions, but from additions that hadn’t been released yet, like Black Panther, and serve as origin stories for them as well. What resulted, Avengers 22 1/2: The Smell of Civil Liberties, passed the test, but only just.
At this point, Infinity War is running on a lot of good feelings and a very well packaged marketing campaign. But with nine franchise film lead characters, plus all the extras picked up along the way, how good can this movie actually be?
At least someone listened and got that man a shield. We’ll see if, like Solo, this heralds a longer trailer to come.