Thunderbolts* Are The New Avengers
Marvel Studios’ Thunderbolts* has ignited the 2025 summer box office with a dynamic debut, signaling a promising new chapter for the Marvel Cinematic Universe (MCU). The film, which introduces a ragtag team of antiheroes led by Florence Pugh and Sebastian Stan, has not only delivered solid financial returns but also leveraged an innovative marketing campaign to unveil its game-changing connection to The New Avengers. Here’s a look at its box office performance and the strategic marketing efforts that have amplified its impact.
Box Office Performance:
Thunderbolts* stormed into theaters on May 2, 2025, grossing an estimated $76 million domestically over its opening weekend, securing the top spot at the U.S. box office. Globally, the film amassed $162.1 million, including $86.1 million from international markets, with China leading as the largest foreign contributor at $10.4 million. While these numbers fall short of the MCU’s blockbuster peaks—such as Deadpool & Wolverine’s $211 million domestic opening in 2024 or Avengers: Endgame’s record-breaking $357 million in 2019—they align closely with mid-tier MCU films like Eternals ($71 million) and Ant-Man and the Wasp ($75.8 million).
The $76 million domestic debut marks the third-highest opening of 2025, per Comscore, and positions Thunderbolts* as a key player in revitalizing Marvel’s box office momentum after recent underperformers like Captain America: Brave New World ($88 million opening, $415 million global total) and The Marvels ($46 million opening). With a production budget of $180 million and an additional $100 million in marketing, the film’s path to profitability hinges on its long-term playability. Early indicators are promising: Thunderbolts* earned an A- CinemaScore, a 94% audience score on Rotten Tomatoes, and an 88% “Fresh” critics’ rating, suggesting strong word-of-mouth that could sustain its theatrical run.
Analysts note that Thunderbolts’ opening, while not earth-shattering, exceeds expectations for a film featuring lesser-known characters like Yelena Belova, Bucky Barnes, and the enigmatic Bob (Lewis Pullman). Paul Dergarabedian of Comscore called it a “great reset” for Marvel, highlighting its potential to build momentum through positive buzz, especially with minimal competition until Memorial Day’s Lilo & Stitch and Mission: Impossible – The Final Reckoning. Compared to Shang-Chi and the Legend of the Ten Rings ($75.3 million opening, $432 million worldwide), Thunderbolts is tracking 45% ahead internationally, raising hopes it could approach $500 million globally if it maintains modest weekly drops.
However, the film’s performance isn’t without caveats. Its $76 million domestic opening is the lowest summer kickoff for an MCU film, and its $5.6 million three-day opening in China trailed behind a re-release of Studio Ghibli’s Princess Mononoke ($6 million). Some analysts, like those at Den of Geek, describe the results as “ambiguous,” reflecting Marvel’s struggle to recapture its pre-Endgame dominance amid audience skepticism and competition from spring hits like Sinners ($236.7 million globally). Still, the film’s diverse audience (43% from premium formats, 64% male, ethnically varied) and critical acclaim position it for a steadier trajectory than Captain America: Brave New World, which plummeted 68% in its second weekend.
Marketing Mastery: The Asterisk and The New Avengers Reveal
The true genius of Thunderbolts* lies in its marketing, particularly the strategic reveal of its subtitle, The New Avengers. The film’s title, stylized with an asterisk (Thunderbolts*), was a deliberate tease from the outset. Director Jake Schreier proposed the asterisk during his pitch to Marvel, suggesting it as a placeholder to “come up with something better.” Marvel Studios president Kevin Feige and the marketing team embraced the idea, using it to build anticipation and set the stage for a post-release rebranding that has redefined the film’s identity.
Following the opening weekend, Marvel executed a meticulously planned marketing blitz on May 5, 2025, revealing that the asterisk denotes The New Avengers. This was no mere retitling; it was a calculated move to link Thunderbolts* to the MCU’s crown jewel—the Avengers franchise—without officially renaming the film, thus avoiding consumer confusion with 2026’s Avengers: Doomsday. The reveal unfolded across multiple platforms:
Social Media and Promos: Marvel Studios posted a video on X and other platforms showing the cast tearing away the Thunderbolts* logo to reveal The New Avengers. Outdoor ads, in-theater promos, and digital standees in top markets like New York and Los Angeles were updated to reflect the new subtitle.
Theatrical Displays: Over 600 theaters, including premium formats like IMAX and Dolby Cinema, swapped out Thunderbolts* posters for The New Avengers one-sheets. Digital marquees at venues like Regal E-Walk in NYC and Disney’s El Capitan in Hollywood were revised, alongside collectible giveaways.
Promotional Partnerships: The $75 million marketing campaign, featuring tie-ins with Harley-Davidson, Wheaties, Tide, and Arizona Iced Tea, incorporated the rebranding. A limited-edition Wheaties popcorn box swapped Thunderbolts* for The New Avengers, reinforcing the narrative shift.
Global Stunts: Internationally, Marvel deployed graffiti stunts and localized promotions to highlight the New Avengers connection, capitalizing on the film’s strong openings in markets like the UK ($7.7 million) and Mexico ($7.3 million).
This rebranding was timed to avoid spoilers, as the film’s ending reveals the Thunderbolts team adopting the New Avengers mantle, setting up their pivotal role in Avengers: Doomsday (May 1, 2026). By delaying the reveal until after the opening weekend, Disney’s marketing chief Asad Ayaz ensured audiences experienced the narrative twist organically, while the subsequent campaign aimed to boost ticket sales by tapping into the Avengers’ brand equity.
Looking Ahead
Thunderbolts*’ box office trajectory and marketing ingenuity mark it as a pivotal moment for Marvel. Its $162.1 million global start, bolstered by strong reviews and audience enthusiasm, suggests it could outperform recent MCU entries like Ant-Man and the Wasp: Quantumania ($476 million worldwide) if it maintains modest drops. The New Avengers reveal, while risky, has reinvigorated interest in Marvel’s Phase 5, bridging the gap to The Fantastic Four: First Steps (July 25, 2025) and Avengers: Doomsday.
As Marvel navigates a post-Endgame landscape, Thunderbolts* proves that strategic marketing and compelling storytelling can still electrify audiences. Whether it achieves the $500 million-plus needed to break even or falls short, its bold rebranding and box office resilience underscore Marvel’s ability to adapt and set the stage for a new era of heroes. For now, The New Avengers are here—and they’re just getting started.