section_path: Marketing
section_name: Marketing
paragraph_text: Marketing
  
  Feige and Mackie revealed the first footage from the film, focusing on Wilson meeting with Thaddeus Ross, at CinemaCon in April 2024. The following month, McDonald's began selling Happy Meals with toys based on characters from the film, including Red Hulk and Diamondback. Stephanie Kaloi at TheWrap noted that these characters had not been confirmed for the film by Marvel at that time, and the early reveal was likely due to the film's release being delayed but the marketing partnership with McDonald's not being pushed back to match. More footage from the film was shown at a CineEurope panel in June teasing Disney's theatrical slate.
  
  A teaser trailer was released in July which drew comparisons to The Winter Soldier ' s tone, with Jennifer Ouellette of Ars Technica describing it as "half-superhero movie, half-political thriller". The appearance of Red Hulk and the character's potential true identity were both widely discussed; Adam Chitwood at TheWrap wondered if rumors of Thaddeus Ross becoming Red Hulk were a red herring. The Verge ' s Charles Pulliam-Moore questioned if the film being a continuation of The Falcon and the Winter Soldier would be difficult for general audiences to follow. Conversely, Sandy Schaefer and Chris Evangelista from /Film felt the film would not rely much on the series to have wider audience appeal. They called the trailer "pretty good" considering the film's recently completed reshoots, noting that it largely contains action rather than plot details. Commentators also noted the reveal that the remains of Tiamut would be featured in the film, after the Emergence had largely been ignored in MCU projects since Eternals. Michael McWhertor at Polygon noted that the trailer shows the United States and other countries meeting at a Global Unity Summit to discuss the Celestial, with a stylized version of Tiamut's hand being used as a logo for the summit. Later in July, Marvel released an updated version of the teaser for distribution in theaters that removed Isaiah Bradley's assassination attempt on Thaddeus Ross. This came following the attempted assassination of Donald Trump in Pennsylvania that month.
  
  Also in July 2024, Feige and members of the cast promoted the film at San Diego Comic-Con. More footage was shown, Esposito's role was announced, and Thaddeus Ross was confirmed to be the character who transforms into Red Hulk. Similar footage was also shown at the 2024 D23 Expo. Following online leaks of the San Diego Comic-Con and D23 footage, Marvel released an official look at Red Hulk within their video celebrating the company's 85th anniversary in August. A full trailer for the film debuted at D23 Brasil in November and was also released online. After the teases of Red Hulk in previously released footage, the trailer features Ross's transformation into Red Hulk and shots of the character fighting Wilson. Several commentators noted the trailer's unique style, featuring "creepy black lines", split-screen shots, and a flickering text effect. Comparisons were drawn to political thriller films such as The Day of the Jackal, The Parallax View, and All the President's Men, as well as The Candidate (1972), JFK (1991), and The Constant Gardener (2005). Jordan King at Empire questioned whether Brave New World would live up to these comparisons, but said it was a promising sign that the film was "looking to place itself in conversation" with those previous films.
  
  Marvel Studios partnered with Tide 's "Collateral Stains" promotional campaign to release a series of commercials for the film in January 2025. These feature Gregg Turkington reprising his role of Baskin-Robbins store manager Dale from the MCU films Ant-Man (2015) and Ant-Man and the Wasp: Quantumania (2023). For the three weeks leading up to the film's premiere, Disney was said to be making a "final and biggest marketing" push for it. At a press event in Italy at the end of January, Mackie said Captain America represented values like "honor, dignity and integrity" rather than America itself. He received backlash from some online commenters who labeled the film "anti-American" and woke. Mackie soon added, "I'm a proud American and taking on the shield of a hero like Cap is the honor of a lifetime... Cap has universal characteristics that people all over the world can relate to." James Hibberd of The Hollywood Reporter said Evans made similar statements when playing the character and the actors were likely directed by Marvel to focus on Captain America's "universal qualities" to avoid any jingoistic connotations while promoting internationally. Hibberd also discussed the film's other controversies—similarities between Thaddeus Ross and the newly re-elected President Donald Trump, the original New World Order subtitle, opposing views on the inclusion and portrayal of Ruth Bat-Seraph, and "ugly" criticisms related to Mackie being Black—but said these did not appear to have impacted the film's box office performance based on early projections. Coinciding with the film's release in February, concept art by Meinderding of the film's Captain America costume and design for Red Hulk were used as variant covers for Marvel Comics ' Sam Wilson, Captain America #2 and Red Hulk #1.
  
  Feige and Mackie revealed the first footage from the film, focusing on Wilson meeting with Thaddeus Ross, at CinemaCon in April 2024. The following month, McDonald's began selling Happy Meals with toys based on characters from the film, including Red Hulk and Diamondback. Stephanie Kaloi at TheWrap noted that these characters had not been confirmed for the film by Marvel at that time, and the early reveal was likely due to the film's release being delayed but the marketing partnership with McDonald's not being pushed back to match. More footage from the film was shown at a CineEurope panel in June teasing Disney's theatrical slate.
  
  A teaser trailer was released in July which drew comparisons to The Winter Soldier ' s tone, with Jennifer Ouellette of Ars Technica describing it as "half-superhero movie, half-political thriller". The appearance of Red Hulk and the character's potential true identity were both widely discussed; Adam Chitwood at TheWrap wondered if rumors of Thaddeus Ross becoming Red Hulk were a red herring. The Verge ' s Charles Pulliam-Moore questioned if the film being a continuation of The Falcon and the Winter Soldier would be difficult for general audiences to follow. Conversely, Sandy Schaefer and Chris Evangelista from /Film felt the film would not rely much on the series to have wider audience appeal. They called the trailer "pretty good" considering the film's recently completed reshoots, noting that it largely contains action rather than plot details. Commentators also noted the reveal that the remains of Tiamut would be featured in the film, after the Emergence had largely been ignored in MCU projects since Eternals. Michael McWhertor at Polygon noted that the trailer shows the United States and other countries meeting at a Global Unity Summit to discuss the Celestial, with a stylized version of Tiamut's hand being used as a logo for the summit. Later in July, Marvel released an updated version of the teaser for distribution in theaters that removed Isaiah Bradley's assassination attempt on Thaddeus Ross. This came following the attempted assassination of Donald Trump in Pennsylvania that month.
  
  Also in July 2024, Feige and members of the cast promoted the film at San Diego Comic-Con. More footage was shown, Esposito's role was announced, and Thaddeus Ross was confirmed to be the character who transforms into Red Hulk. Similar footage was also shown at the 2024 D23 Expo. Following online leaks of the San Diego Comic-Con and D23 footage, Marvel released an official look at Red Hulk within their video celebrating the company's 85th anniversary in August. A full trailer for the film debuted at D23 Brasil in November and was also released online. After the teases of Red Hulk in previously released footage, the trailer features Ross's transformation into Red Hulk and shots of the character fighting Wilson. Several commentators noted the trailer's unique style, featuring "creepy black lines", split-screen shots, and a flickering text effect. Comparisons were drawn to political thriller films such as The Day of the Jackal, The Parallax View, and All the President's Men, as well as The Candidate (1972), JFK (1991), and The Constant Gardener (2005). Jordan King at Empire questioned whether Brave New World would live up to these comparisons, but said it was a promising sign that the film was "looking to place itself in conversation" with those previous films.
  
  Marvel Studios partnered with Tide 's "Collateral Stains" promotional campaign to release a series of commercials for the film in January 2025. These feature Gregg Turkington reprising his role of Baskin-Robbins store manager Dale from the MCU films Ant-Man (2015) and Ant-Man and the Wasp: Quantumania (2023). For the three weeks leading up to the film's premiere, Disney was said to be making a "final and biggest marketing" push for it. At a press event in Italy at the end of January, Mackie said Captain America represented values like "honor, dignity and integrity" rather than America itself. He received backlash from some online commenters who labeled the film "anti-American" and woke. Mackie soon added, "I'm a proud American and taking on the shield of a hero like Cap is the honor of a lifetime... Cap has universal characteristics that people all over the world can relate to." James Hibberd of The Hollywood Reporter said Evans made similar statements when playing the character and the actors were likely directed by Marvel to focus on Captain America's "universal qualities" to avoid any jingoistic connotations while promoting internationally. Hibberd also discussed the film's other controversies—similarities between Thaddeus Ross and the newly re-elected President Donald Trump, the original New World Order subtitle, opposing views on the inclusion and portrayal of Ruth Bat-Seraph, and "ugly" criticisms related to Mackie being Black—but said these did not appear to have impacted the film's box office performance based on early projections. Coinciding with the film's release in February, concept art by Meinderding of the film's Captain America costume and design for Red Hulk were used as variant covers for Marvel Comics ' Sam Wilson, Captain America #2 and Red Hulk #1.