Marvel’s (Not So) Secret War Against Leaks

Let’s face it: Marvel Studios is in quite the cultural hot seat. Long gone is the era of Avengers: Endgame and the inevitability of box office success. Now, strings of middling critical reviews for some of their most recent projects have shaken public goodwill. Average moviegoers and diehard comic fans alike share new waves of criticism and controversy. One of the most prominent sources of this backlash is the rampant leaks across social media.

The Marvel Cinematic Universe’s saga of secrecy and airtight security against spoilers is a thing of the past. Across Twitter, Reddit, and other social media platforms, potential plot leaks and insider information spread like wildfire. Vital plot twists, cameos, and character arcs are rumored and announced by leakers before a project even finishes production. These insider accounts also all promote themselves to be THE source, making it hard to know which leaks are healthy fan theories or clickbait.

Real or not, these leaks have become intertwined with the spectacle of modern Marvel. Fans are offered a peek into what they can expect. Is Chris Evans really returning in Avengers: Doomsday? Maybe! Will Tobey Maguire’s Spider-Man allegedly fight Hugh Jackman’s Wolverine? Who knows! The real selling point is the concept of these ideas brought to life, and it clearly generates hype. So, how can this possibly be a bad thing for Marvel?

Spoilers as Marketing

We’ve talked about spoilers as marketing here before, specifically in the context of Marvel’s Thunderbolts*. They intentionally revealed the movie’s secret twist early to secure audience intrigue. Allowing the wider moviegoing audience to know that the “Thunderbolts” were actually “The New Avengers” this whole time adds that layer of comfort with familiarity. Casual viewers will recognize “Avengers” in the title and be more interested in seeing it.

While not an official marketing tactic from Marvel themselves, these leaks act the same way. In the “Multiverse saga,” anything and anyone is possible. Can you market Doctor Strange in the Multiverse of Madness? Sure. Can you generate even more hype by “leaking” that Tom Cruise was starring in the film as an evil Iron Man variant? Absolutely! It’s the pure potential of this thought that makes fans want to see this in theaters.

Social media has only fanned the flames of leaks and spoiler culture. The more a rumor is spread, the more people will engage. As we discussed before, spoilers are naturally addictive for many. You avoid the anxiety of the unknown when you join the exclusive club of spoiler discussion.

How Are Leaks Dooming Marvel?

However, these leaks are dooming Marvel for one reason: the source. When the official Marvel Instagram page posts about old X-Men stars like Patrick Stewart, Ian McKellen, and more returning characters like Tom Hiddleston’s Loki and Chris Hemsworth’s Thor appearing in Avengers: Doomsday, the hype is safe. You can rest easy knowing the information is real and where to temper your expectations. 

With leaks from unofficial accounts, the flow of information gets muddy. The rumor that Robert Downey Jr’s Doctor Doom is leading a team of evil Avengers and orchestrating a battle between our main heroes and the X-Men is a fun idea, but these plot details are a lose-lose situation. If real, they diminish any narrative impact and may allow audiences to judge the idea rather than the film itself. Fans are criticizing the product long before it’s finished. If fake, audience expectations are now through the roof. Hype and excitement generated from inauthentic clickbait builds until the movie releases, and the thing they were hyped for is not present in the film. Either way, someone’s expectations will be destroyed, and the movie suffers.

Even now, the Doomsday leaks are already hurting the film on a social level. Once it was announced that Marvel would be playing multiple trailers for Doomsday ahead of James Cameron’s Avatar: Fire and Ash, leakers rushed to post recordings online. Many viewers across social media now base their expectations of the movie on what they see and hear from others. For example, many are furious at the idea of Evans returning as Steve Rogers, as it undermines Anthony Mackie’s role and character arc as the new Captain America. People now hate the movie long before we actually know how they’ll handle Evans’ return.

Is This Even a Marvel Problem?

While Marvel seems to be the biggest victim, it’s honestly not an issue exclusive to our heroes. We live in an environment where our information moves faster than most studios can keep up with. Set photos, casting choices, and plot details move through the cultural zeitgeist long before they’re even officially announced. For example, much of the anticipation for DC’s upcoming Supergirl, starring Milly Alcock, is based on preconceived notions about the plot and style of the comic book it’s based on. Set photos show a particular angle of the movie, which excited fans.

However, when the official trailer dropped, fan reception became mixed across social media. Many noted the dull cinematography and color grading in contrast to the original comic and set photos. Leaks have rewired how we temper our expectations. The potential in the clickbait is what fuels our adrenaline and excitement, rather than the film itself. The only remedy is to do what we’ve always done: wait and see.