After a gigantic hype, the anticipated trailer of Avengers: Infinity War is finally here. And some feel that it falls short of the expectations.
The MCU story has been told over nearly 20 movies and has been leading to an epic showdown between Earth’s mightiest heroes and Thanos. This should be Marvel’s finest hour that trumpets a culmination of the work that they have done in not bringing the comic book icons to life and changing the way big-budget franchise filmmaking is done.
Some of the disappointment is built in; this is a teaser trailer for a movie that will not be coming out for months and is meant to be the hint of a mainstream promotion. The argument may be made a full-fledged trailer releasing six months before will be counterproductive, undermining the established promotional push for this kind of movies. But the rules should not apply to Infinity War, which has built-in goodwill and anticipation.
What we get with the trailer is pretty frustrating. The real revelations are very aesthetic; Black Widow’s blonde hair, Captain America’s angst beard, Tony Stark’s designer sweatsuit. There are many shots of people running towards threats and staring intently. The voiceover is boilerplate and restating the mission of the Avengers Initiative. A few effects shots look ropey, which is forgivable for a movie so far from theaters.
There is something of the Marvel spirit missing here. For better or worse, MCU has been defined by the snarky energy that had been introduced by Robert Downey Jr. and director Jon Favreau in the first Iron Man. Marvel’s most unqualified successes have leaned into the comedic tone while telling stories with genuine stakes. Infinity War’s rote menace feels outdated in this context, a version of the MCU that it felt like we would outgrow.
The battle between fans and convention exclusive footage is an endless war of iPhone videos and YouTube copyright notices. The fact that the first public offering is inferior to what had been showcased for a few fans is going to irritate fans more.
Beyond the merits of the trailer, there is the nagging feeling that this reveal was overhyped. Fans have been clamoring for an Infinity War coverage since SDCC footage was screened in July. Marvel had to know the anticipation for the trailer was through the roof. And yet there is not that much to analyze; the trailer’s narrative is straightforward and more visually arresting.
This is early in the promotional cycle for Infinity War. There is no one better than Marvel at building anticipation. Those who doubt Kevin Feige and friends have been proven fools many times.
But by Marvel’s admission, Infinity War is different. This is not just another Avengers movie, or another movie to shake up the MCU status quo. This is a story that the entire saga has been building toward. The notion of everyone getting out of Infinity War alive seems impossible; a battle of such scale has to have casualties.
It is unfair to put this much at the feet of a teaser trailer. But the idea that a trailer can deliver this kind of emotional satisfaction exists because Marvel does it very often. The first Iron Man film’s trailer heralded an exciting age of superhero filmmaking. Guardians of the Galaxy looked like a sure thing when the teaser was released. The argument may be made that the bulk of Thor: Ragnarok’s success can be credited to the dazzling first trailer.
Avengers: Infinity War might be the moment that superhero movies get a bit too big for the genre’s dependable studio, where franchise building and raw spectacle outpace narrative and thematic cohesion. This may be too much to hang on a disappointing trailer, but the kind of standards are the price Marvel has to pay for the decade of success.
