Why does the Spiderman trailer spoil Endgame
How do you solve that? Spider-Man has a Superman problem after "Infinity War"
After six years of allusions and innuendos, Thanos was finally presented in a meaningful role. The high point of the MCU so far has been with the Titan acquiring all six Infinity Stones, clicking its fingers, and wiping out half the life in the universe. That, of course, meant that some of the superheroes who had teamed up to defeat the villain were among the victims, and Marvel didn't hold back when it came to killing the characters.
Probably the most emotional death in "The Avengers - Infinity War" was that of Spider-Man. Carried by Tom Holland's ingenious improvisation ("I don't want to go…. I don't want to go"), the scene was terribly heartbreaking and was enough to make anyone cry. However, considering the bigger picture and the future of the MCU, killing Peter Parker in "Infinity War" makes things pretty difficult when it comes to promoting 2019. Unlike previous years, when they announced full casts years in advance, Marvel Studios was a little reluctant to discuss Phase Four. While Kevin Feige has talks about movies for 2025, Marvel is keeping its plans low. The rationale for this is twofold: it allows fans to focus on the now and focus on the present (rather than looking too far ahead). In addition, this is a conscious decision in order not to spoil the story of "The Avengers 4". In fact, there can be no confirmation for films until the cliffhanger from "Infinity War" is broken up next year. This change in strategy is strange considering that some Phase Four projects are already under development.
The upcoming Spider-Man movie was announced for July 2019 in 2016 - months before "Spider-Man - Homecoming" hit theaters. Anyone who has seen Infinity War will immediately see why this is a problem. Spider-Man died in the film, but knowing the fact that Peter Parker will be returning to lead the MCU into a new phase makes the hero's death hollow and cheapening the impact it was supposed to have. The same goes for the Guardians of the Galaxy (who have a third standalone film in 2020) and Black Panther (whose solo film is definitely getting a sequel), but Spider-Man is the most immediate problem to be solved because his next movie comes out two months after Avengers 4, and Sony (who are distributing the movie) are sure to want a lot of hype for their big summer release!
A teaser trailer was released during the promotion for the first Spider-Man film in December 2016, followed by a full preview in March 2017. Given that the new film will open in early July, there is reason to believe that Sony wants to use a similar marketing pattern for the sequel - maybe a teaser will be revealed as early as January 2019. But if you show Spider-Man alive in January, then it's clear that Spider-Man will come back to life in "The Avengers 4", with "The Avengers 4" not coming to theaters until months later!
This particular situation shares some similarities with Superman in the DCEU. Kal-El found his end at the hands of Doomsday in "Batman v Superman - Dawn of Justice", sacrificed himself so that the earth could be saved. Experienced viewers already knew after the end of the film that the last son of Krypton would come back and be part of "Justice League". But while Warner Bros. botched the situation by being too shy to portray Superman's death as a final, Marvel has an opportunity to learn from the mistakes of their peers!
The best way would be to talk explicitly about the return of certain "dead" characters in advance, using the secret of HOW they come back (and not, OB) to fuel speculation. Marvel wouldn't do anyone a favor trying to be too mysterious about Spider-Man's involvement in Avengers 4 and beyond, especially when there will inevitably be photos of Holland on the set of the new Spider-Man movie. Of course, the marketing team has to strike the right balance and not betray everyone who comes back from the dead. Spider-Man, Star-Lord, T'Challa, and others with more movies in the works are a fair game, but there are some that shouldn't be seen in marketing - if only to keep up the illusion that they are really gone ...
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