What Marvel and Disney PR Got Right With Guardians of the Galaxy

During Tuesday night’s telecast of Jimmy Kimmel Live!, Chris Pratt joined host Jimmy Kimmel to introduce the official trailer for Guardians of the Galaxy–Marvel’s first non-sequel property since Captain America: The First Avenger.

The social media-sphere exploded almost instantaneously, according to The Wrap‘s Brent Lang: “After debuting…the footage for the upcoming outer space adventure attracted 88,000 mentions across Twitter, Facebook and various blog posts in a 12-hour period.”

Marvel Entertainment’s YouTube channel subsequently created a new playlist dedicated to the film, featuring the trailer and 30-second clips dedicated to each of the film’s five main characters.

For filmgoers now familiar with the Marvel brand, this movie marks a significant departure from the superhero tentpoles they have become accustomed to since 2008’s Iron Man. Star-Lord? Gamora? Rocket? Who are these characters, and where did they come from? Both the new trailer and the short clips on YouTube work to inform this lay audience about the film and its principal figures.

As for avid Marvel fans whose geekery predates the Marvel Cinematic Universe, such introductions are unnecessary but absolutely welcome. The more footage of a talking, angry, gun-toting raccoon, the better!

What fascinates me about all of this is not the film itself, the comic book story lines it derives from or the creative talent involved. Rather, I’m interested in Marvel’s (and new parent company Disney’s) ingenious advertising campaign.

Or the lack thereof.

You see, other than an amazing panel at the 2013 San Diego Comic Con, fans have not heard much from writer and director James Gunn. Nor anyone else involved in the production, for that matter. Snippets. Teases. Leaked photos and videos here and there. Otherwise, nothing.

This long, silent and guarded campaign has been frustrating for us fans.

And it has worked brilliantly.

Whether you are nerdy for comic books, enjoy the superhero movie genre or just happened to catch The Avengers in theaters, this methodical campaign has kept you hooked for quite some time now.

As a comic book movie geek and professional content developer, I’m not sure what’s making me drool more–the footage, or the campaign itself.

So here’s a massive, jealous kudos to Marvel and Disney for their content strategy. Seriously. I hate you all.


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