Avengers: Endgame directors Joe and Anthony Russo are perfectly fine throwing fans off with trailers and don’t mind creating them with footage that won’t make the film.
In an interview with Empire Magazine, Joe Russo spoke about the need to ‘keep the film’s marketing department from spoiling the surprises.’
‘We talked about all scales of marketing,’ Russo said. ‘The thing that’s most important to us is that we preserve the surprise of the narrative. When I was a kid and saw The Empire Strikes Back at 11am on the day it opened…It so profoundly moved me because I didn’t know a damn thing about the story I was going to watch. We’re trying to replicate that experience.’
Joe Russo said he and Anthony opt to ‘use all the material that we have at our disposal to create a trailer. We look at the trailer as a very different experience than the movie, and I think audiences are so predictive now that you have to be very smart about how you craft a trailer because an audience can watch a trailer and basically tell you what’s gonna happen in the film.’
Judging by how many deep dive breakdowns into every second of the latest trailer that have been written, the Russos are probably right. It’s definitely not the first time the Russos have tricked audiences with their trailers. The Avengers: Infinity War trailer had a ton of misdirection from Thor’s first meeting with the Guardians of the Galaxy, Thanos’ dialogue, Bruce Banner and Black Widow chatting by a Hulkbuster Iron Man armor arm and the big money shot of the Avengers charging to take on Thanos. Some of it was altered while some of it wasn’t even in the film at all. That’s an amazing amount of work and effort put in to preserving the story.
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Some sleuths have suggested Captain Marvel was edited out of the second Endgame trailer and trying to piece together the timeline of Captain America’s here and gone beard.
Joe Russo explained more about the trailer misdirection mentality. ‘We consume too much content. So at our disposal are lots of different shots that aren’t in the movie that we can manipulate through CG to tell a story that we want to tell specifically for the purpose of the trailer and not for the film.’
I love this approach as it allows fans to not know the entire movie going in.
Avengers: Endgame comes to theaters April 26.