New Escapist Column! On the “Back to Basics” Message in the Marketting of “Ant-Man and the Wasp: Quantumania”…

Posted on January 13, 2023 by Darren

I published a new In the Frame piece at The Escapist this evening. This week saw the release of the final trailer for the upcoming Ant-Man and the Wasp: Quantumania. What was most interesting about the trailer was the extent to which it contained no surprises or teases. It was a very matter-of-fact “this is what the movie is” trailer.

It’s an interesting approach, particularly for a studio that takes pride in keeping secrets and teasing the audience. The trailer for Quantumania looks very much like a blueprint for the movie, mapping a lot of its character and narrative arcs very clearly, including a third act twist. It’s an approach that feels a little desperate, very much in keeping with the general sense of how Marvel Studios has been packaging and selling Phase Five. The past two years have seen some small erosion in the studio’s cachet, and the trailer for Quantumania feels like the studio trying to convince audiences that it still adheres to the old template.

You can read the piece here, or click the picture below.