Overview
- The impact of super-early fan screenings for Thunderbolts* can be pivotal, generating excitement or jeopardizing the film’s box office performance.
- Marvel’s assurance in Thunderbolts* may draw inspiration from the successful early screenings of Guardians of the Galaxy Vol. 3.
- Conversely, The Flash‘s early screenings led to negative feedback, contributing to a disappointing domestic opening, illustrating the associated risks.
As the release date approaches for Thunderbolts*, Marvel Studios and Kevin Feige are heavily investing in harnessing early fan enthusiasm to propel the film’s success. Starting April 22, die-hard fans eager to see the film before its official premiere on May 2 can attend complimentary fan screenings at select IMAX theaters across ten major cities in the U.S., including Los Angeles, New York, Chicago, and Miami. Additionally, Japan will host its own dedicated screening on April 24, further expanding the film’s early exposure.
The strong demand for pre-sale tickets for Thunderbolts* reinforces Marvel’s confidence in the film. This initial buzz is typically a positive sign for any blockbuster. However, it is essential to note that these super-early screenings carry inherent risks that could affect the film’s reception. If fans do not respond favorably, it could impact the opening weekend turnout for what Marvel hopes will be a compelling ensemble of antiheroes in a style reminiscent of “Suicide Squad.”
The Dangers of Early Fan Screenings for Blockbusters
Potential Benefits vs. Drawbacks
Box office analyst Luiz Fernando on X suggests that holding an early screening for a blockbuster, especially one associated with a well-known intellectual property, is a bold promotional tactic that may inadvertently diminish a crucial asset: the loyalty of die-hard fans. This demographic often generates the buzz on a film’s opening day, encouraging broader audiences to purchase tickets. By offering these fans an advance screening, the rush to theaters on opening night may diminish, reducing initial excitement.
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For Thunderbolts* to effectively leverage early screenings, it needs to solidify the audience’s perception of its quality. Any doubt could deter fans from returning for the opening weekend. A film that receives poor feedback in these early instances risks generating negative word-of-mouth just days before its official release. If avid fan reactions are lukewarm or negative, it could deter general audiences from attending. A hypothetical situation where a film like Batman V Superman: Dawn of Justice had a ten-day early screening plagued by negative reactions highlights how this strategy can unravel a film’s potential.
As the social media embargo lifts on April 22, the initial reactions will exclusively come from fan attendees until the critics’ embargo ends on April 29.
The Flash’s Disappointing Early Screenings
Cautionary Tales from the DCEU’s The Flash
In stark contrast, the early screenings for DC’s The Flash led to unanticipated negative reactions. Directed by Andy Muschietti, the film, featuring Ezra Miller as the iconic speedster, was even criticized by devoted fans. Elevated expectations from marketing—promoting it as “the best since The Dark Knight”—did not yield the desired outcome. Instead, multiple early screenings resulted in detrimental reviews, ultimately contributing to the film’s weak $55 million domestic opening.
It’s important to note that a poor film cannot be salvaged by marketing or screening strategies. The DCEU was already facing challenges in drawing audiences after the lackluster response to Justice League. The adverse feedback from early screenings further solidified pre-existing apprehensions among potential viewers regarding non-Batman or Superman properties that emerged from the DC Extended Universe.
Marvel’s Trust in Thunderbolts: Inspired by Success
Conversely, Marvel’s strategy with Thunderbolts* mirrors its approach with Guardians of the Galaxy Vol. 3, which demonstrated high-quality content that warranted very early screenings. The positive reception of Guardians likely led Marvel to replicate this strategy with Thunderbolts*, suggesting they believe this film possesses a similar caliber of quality and potential draw for audiences.
Nevertheless, while expectations are high, they must be balanced with realism. Thunderbolts* is projected to open with about $70 million domestically—substantially lower than both Guardians of the Galaxy Vol. 3 and Suicide Squad. As audience perception of the Marvel Cinematic Universe has become increasingly skeptical, the stakes for Thunderbolts* are notably higher than in prior film releases. If early reviews from critics are any indication, the film is anticipated to perform well.
Thunderbolts* is set to be released in theaters worldwide on May 2.
Source: Luiz Fernando/X