Entertainment: Fantastic Four Continues a Surprising New Marvel Trend

Why it is the topic trending:

• Surprising Departure from Usual Practices: Marvel Studios is known for its tight control over information and typically holds screenings for a very limited circle of "friends and family." Holding public test screenings for "Deadpool & Wolverine" and now "Fantastic Four: First Steps" marks a significant change in their strategy, making it newsworthy.

• Potential Implications for Information Control: This new trend raises questions about Marvel's approach to managing leaks and building anticipation for their films, especially in an era of rampant online information sharing.

• Proximity to Release and San Diego Comic-Con: The timing of the "Fantastic Four" screening, just two months before release and right before San Diego Comic-Con, suggests a deliberate strategy and makes the potential for leaks a relevant concern for fans and the studio.

• Uncertainty About Future Strategy: The article questions whether this will become a permanent shift for Marvel, particularly for major projects like the upcoming "Avengers" films, adding to the intrigue.

Overview: Marvel Studios has initiated a surprising new trend of holding public test screenings for its major films, starting with "Deadpool & Wolverine" and continuing with the upcoming "Fantastic Four: First Steps." This deviates from their traditional approach of limited "friends and family" screenings, raising questions about their strategy for managing information flow and building anticipation. While the "Fantastic Four" screening has not resulted in immediate leaks, the timing close to the release and San Diego Comic-Con highlights the inherent risks associated with wider screenings. The article speculates on whether this new approach will be sustained for future Marvel projects.

Detailed Findings:

• Marvel Studios held a surprise test screening for "Fantastic Four: First Steps" at Regal Long Beach on a Wednesday night.

• The invitation for the screening was generic, referring to a "new film" from a major studio, and attendees only learned it was "Fantastic Four" upon arrival.

• Kevin Feige and director Matt Shakman were present at the screening.

• The film included a post-credit scene.

• This test screening follows a similar one held for "Deadpool & Wolverine."

• The article highlights the risk of leaks increasing when screenings extend beyond the close "friends and family" circle Marvel usually relies on.

• The release of "Fantastic Four: First Steps" coincides with the weekend of San Diego Comic-Con, which will likely lead to more discussions and potential spoilers after more people have seen the film.

• The article notes that "Avengers: Doomsday" and "Secret Wars" have been moved from their original summer release dates to December 2026 and December 2027, respectively.

• The author questions if Marvel will continue holding test screenings or revert to their previous practices, especially for "Avengers: Doomsday."

Key success factors of product (trend):

• Gathering Wider Audience Feedback: Holding test screenings allows Marvel to gauge reactions from a broader audience segment beyond their immediate circle, potentially providing more diverse and representative feedback.

• Generating Early Buzz (Potentially): If the screenings are positive and word-of-mouth spreads, it could create early excitement and anticipation for the film.

• Identifying Potential Issues Early: Test screenings can help the studio identify any plot points, character developments, or pacing issues that might not resonate with a wider audience, allowing for potential adjustments before release (though with a two-month window, major changes might be limited).

• Mirroring Industry Norms (to some extent): While Marvel has been an outlier, test screenings are a fairly common practice in the film industry, and this might be a move towards aligning with those norms.

Key Takeaway: Marvel Studios is experimenting with a new strategy of holding public test screenings for their major films, exemplified by "Fantastic Four: First Steps," which introduces both potential benefits in gathering wider feedback and increased risks of information leaks before the official release.

Main Trend: The main trend discussed in the article is Marvel Studios' surprising shift towards holding public test screenings for their highly anticipated films, a practice they have historically avoided.

Description of the trend: Early Public Test Screenings for Major Marvel Films: This trend involves Marvel Studios organizing and conducting screenings of their upcoming blockbuster movies for a general audience, rather than exclusively relying on screenings for a small, trusted group of friends and family. This began with "Deadpool & Wolverine" and has now continued with "Fantastic Four: First Steps," occurring relatively close to the film's theatrical release.

What is consumer motivation:

• Anticipation and Excitement for Marvel Films: Marvel's core audience is highly invested and eager to see their upcoming movies as soon as possible.

• Desire for Inside Information: Some audience members may be motivated by the opportunity to be among the first to see a major film and potentially share their reactions or details online (though the article highlights the negative aspect of leaks).

• Engagement with the Cinematic Experience: The motivation is primarily rooted in wanting to experience the new Marvel film on the big screen.

What is driving trend:

• Potential Desire for Broader Feedback: Marvel might be seeking input from a more diverse audience to ensure their films resonate widely. The article mentions a "mix of anticipation and curiosity" surrounding "Fantastic Four," suggesting they might be particularly interested in gauging reactions.

• Mimicking Successful Strategies of Other Studios: The success of other studios utilizing test screenings might have influenced Marvel's decision to experiment with this approach.

• Building Early Hype (with caution): While the risk of leaks is acknowledged, positive early reactions from test screenings could potentially generate positive buzz and build anticipation for the film's release.

What is motivation beyond the trend:

• Adapting to a Changing Media Landscape: With the speed and reach of online information, Marvel might be acknowledging the difficulty of maintaining absolute secrecy and exploring new ways to manage information flow.

• Refining Storytelling and Audience Engagement: Test screenings could be seen as a tool to fine-tune the narrative and ensure maximum audience engagement before the final release.

• Addressing Potential Concerns Early: For films facing particular scrutiny or carrying a heavy weight of expectation (like the introduction of the Fantastic Four into the MCU), early feedback might help address any potential issues before a wider release.

Description of consumers article is referring to: The article primarily refers to consumers who are fans of the Marvel Cinematic Universe (MCU) and are highly anticipated for the release of "Fantastic Four: First Steps." These consumers are likely:

• Age: Span a wide age range, from teenagers to older adults, given the broad appeal of the MCU.

• Gender: Likely a fairly balanced mix of genders, as the superhero genre attracts a diverse audience.

• Income: Varying income levels, as MCU movies are mainstream entertainment.

• Lifestyle: Diverse lifestyles, united by their interest in superhero films and the MCU narrative. Many are likely engaged with online discussions, social media, and news related to Marvel.

• Category Shopping Preferences: Frequent moviegoers, particularly when it comes to large-scale franchise films like those in the MCU. They are also likely consumers of related merchandise, comic books, and streaming content.

• General Shopping Preferences: Likely influenced by brand reputation, critical reviews (though fan opinion often holds more sway for this audience), and the overall cinematic experience. They are motivated by entertainment, escapism, and connection to a larger shared cultural phenomenon.

Conclusions: Marvel's decision to hold public test screenings marks a notable shift in their traditionally secretive approach to filmmaking. While this strategy may offer benefits in terms of gathering wider audience feedback and potentially generating early buzz, it also introduces the significant risk of information leaks, which could negatively impact the carefully managed anticipation for their films, particularly with "Fantastic Four: First Steps" releasing so close to San Diego Comic-Con. The long-term implications of this new trend for Marvel's overall release strategy remain to be seen.

Implications for brands:

• Increased Risk of Spoilers and Leaks: For Marvel, this strategy inherently increases the chances of plot details and surprises being leaked online before the official release, which could diminish the intended impact for general audiences.

• Potential for Early Negative Sentiment: If the test screening generates negative reactions (even if isolated), this information could spread online and negatively impact public perception of the film before its release.

• Need for Damage Control Strategies: Marvel might need to be prepared with strategies to address and mitigate the impact of any potential leaks or negative early reactions.

• Opportunity for Authentic Fan Feedback: On the positive side, genuine positive reactions from test screenings could generate authentic and powerful word-of-mouth marketing.

Implication for society:

• Shifting Expectations for Media Secrecy: This trend, if continued by a major studio like Marvel, could subtly shift societal expectations around the level of secrecy maintained for large-scale media projects before release.

• Increased Scrutiny and Online Discussion: Early screenings inevitably lead to more online discussion and scrutiny of films before they are officially available to the general public.

Implications for consumers:

• Potential for Spoilers: Consumers who want to go into films completely blind will face a higher risk of encountering spoilers online following public test screenings.

• Possibility of Early Insights: For consumers who actively seek out information, test screenings can provide early insights into the quality and direction of upcoming films.

• Feeling of Involvement (for attendees): Those who attend test screenings might feel a sense of early involvement in the filmmaking process.

Implication for Future:

• Marvel Might Re-evaluate After "Fantastic Four": The success (or lack thereof, in terms of leaks and public perception) of this approach with "Fantastic Four" will likely determine whether Marvel continues this trend for future films, especially major tentpoles like the next "Avengers" movies.

• Potential for More Strategic Test Screenings: If Marvel continues, they might become more strategic about the timing, location, and audience selection for their test screenings to mitigate risks.

• Industry-Wide Impact: If a studio as influential as Marvel continues this practice, other major studios might also consider shifting their screening strategies.

Consumer Trend (name, detailed description): Early Access Information Consumption: This "trend" reflects the desire of a segment of the consumer base, particularly within fandoms, to gain early access to information and experiences related to highly anticipated media, such as movies. While not a new phenomenon, the increased transparency from studios like Marvel through test screenings caters to this desire.

Consumer Sub Trend (name, detailed description): Spoiler Culture Participation (with caveats): A portion of consumers actively participate in or are at least aware of spoiler culture. While many want to avoid major plot reveals, others seek out early information. Marvel's test screenings inadvertently feed into this, creating more opportunities for spoilers to emerge, which consumers then navigate in different ways (avoiding or seeking).

Big Social Trend (name, detailed description): Increased Demand for Transparency (selective): While not a complete shift to full transparency, there's a societal trend in certain areas for more openness and earlier access. In the entertainment industry, this manifests as fans wanting more behind-the-scenes information and early looks at projects they are invested in.

Worldwide Social Trend (name, detailed description): Globalized Fandom and Information Sharing: The internet and social media have created a globalized fandom where information, including potential spoilers, can spread rapidly across the world, making the control of information for major releases increasingly challenging for studios.

Social Drive (name, detailed description): Desire for Connection and Belonging (within fandoms): Being among the first to know about a highly anticipated movie or having inside information can create a sense of connection and belonging within fan communities, driving the interest in early screenings and potential leaks.

Learnings for brands to use in 2025 (bullets, detailed description):

• Balancing Feedback with Information Control: If considering early access initiatives, brands need to carefully weigh the benefits of gaining early feedback against the risks of premature information leaks and potential negative sentiment.

• Understanding Target Audience Information Consumption Habits: Brands should research how their specific target audience consumes information and how much value they place on early access versus the desire for a surprise.

• Developing Communication Strategies for Early Access Initiatives: If early access is granted (through screenings, beta programs, etc.), brands need a clear communication strategy to manage expectations, encourage responsible sharing, and potentially mitigate negative reactions.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Implement Strict NDAs (Non-Disclosure Agreements): If holding early screenings or providing early access, ensure participants are bound by strong non-disclosure agreements with clear consequences for breaches.

• Phased Rollout of Information: Consider a phased approach to revealing information about a product or project, gradually building anticipation without revealing key details too early.

• Focus on Controlled Early Access for Trusted Groups: If seeking early feedback, prioritize smaller, trusted groups (like established fan communities or influencers with a track record of responsible sharing) over large, open public screenings.

• Monitor Online Discussions Closely: Actively monitor online platforms and social media for any potential leaks or negative sentiment following early access initiatives and be prepared to address them proactively.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. Marvel's surprising foray into public test screenings for major films like "Fantastic Four: First Steps" highlights the evolving landscape of information control in the entertainment industry, urging brands to carefully navigate the balance between seeking early feedback and mitigating the risks of premature disclosures by implementing robust NDAs, strategically controlling information release, and closely monitoring online discourse.

Final Note:

• Core Trend: Early Public Test Screenings - Marvel's shift towards wider, earlier screenings for major films departs from their traditional secrecy.

• Core Strategy: Risk vs. Reward Assessment - Brands considering early access initiatives must carefully evaluate the potential benefits against the inherent risks of information leaks and negative sentiment.

• Core Industry Trend: Evolving Information Control in Entertainment - Studios are adapting to the challenges of maintaining secrecy in the digital age, leading to new strategies for managing information flow.

• Core Consumer Motivation: Anticipation and Early Insight - Fans are driven by their desire to be among the first to experience and learn about highly anticipated content.

Final Conclusion: Marvel's experiment with public test screenings represents a significant strategic pivot with potential benefits and considerable risks. As the release of "Fantastic Four: First Steps" approaches and the aftermath of these screenings unfolds, the industry will be watching closely to see if this becomes a lasting trend for the studio or a cautionary tale about the challenges of balancing audience engagement with information control in the modern media environment.

Core Trend Detailed: The core trend is Marvel Studios' recent adoption of holding public test screenings for their major cinematic releases, a notable departure from their long-standing practice of maintaining tight secrecy around their films until closer to their release dates. Traditionally, Marvel has relied on "friends and family" screenings for initial feedback, limiting the exposure of their films to a very small and trusted group. The decision to now include wider public audiences in this early viewing process, as seen with "Deadpool & Wolverine" and "Fantastic Four: First Steps," signals a potential shift in their approach to gauging audience reactions and managing the pre-release narrative surrounding their highly anticipated projects. This move introduces new dynamics in terms of potential information leaks, early audience sentiment, and the overall marketing strategy leading up to the official release.

Key Characteristics of the Core trend:

• Shift from Secrecy: The most prominent characteristic is the move away from Marvel's traditionally secretive approach to their films.

• Wider Audience Exposure: Public test screenings involve showing the film to a larger and more diverse audience than "friends and family" screenings.

• Earlier Feedback Collection: These screenings occur relatively early in the pre-release cycle, allowing for potential (though perhaps limited at this stage) adjustments based on audience reactions.

• Increased Risk of Information Leaks: Exposing the film to a wider audience inherently increases the risk of plot details and spoilers being shared publicly before the official release.

• Uncertainty of Long-Term Implementation: It remains to be seen whether this will become a permanent strategy for Marvel or a temporary experiment for select projects.

Market and Cultural Signals Supporting the Trend (bullets):

• Industry Norms of Test Screenings: While Marvel has been somewhat of an outlier, test screenings are a common practice for many other major film studios to gauge audience reactions and identify potential issues.

• Desire for Authentic Audience Feedback: There's a growing industry recognition of the value of obtaining feedback from a broader and more representative audience beyond studio executives and close associates.

• Rise of Social Media and Fandom Engagement: Studios are increasingly looking for ways to engage with passionate fan communities early on, and test screenings can be seen as a way to tap into this.

• Potential to Generate Early Buzz: Positive reactions from test screenings can generate early word-of-mouth marketing and build anticipation for the film's release.

How the Trend Is Changing Consumer Behavior:

• Increased Vigilance for Spoilers: Consumers who want to avoid spoilers for Marvel films might need to be even more cautious online following news of public test screenings.

• Heightened Interest in Early Reactions: Fans will likely be more attuned to any early reactions or information that emerges from these screenings.

• Potential for Shifting Expectations: If Marvel continues this practice, consumers might come to expect earlier glimpses of their upcoming films.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, bullets):

• For Brands and CPGs: Potential for early insights into the potential success and themes of upcoming Marvel films, which could inform marketing tie-in decisions.

• For Retailers: Similar to brands, early awareness of potential hits could influence merchandising and promotional planning.

• For Consumers: As outlined previously, the main implications revolve around the potential for spoilers and early insights.

Strategic Forecast:

• Continued Experimentation by Marvel: Marvel is likely to continue experimenting with this strategy, potentially adapting their approach based on the outcomes of the "Deadpool & Wolverine" and "Fantastic Four" screenings.

• Focus on Managing Expectations and Information Flow: If they proceed with more public screenings, Marvel will likely place a strong emphasis on managing expectations and controlling the flow of information to minimize the negative impact of potential leaks.

• Potential for More Targeted Screenings: They might opt for more targeted screenings with specific audience demographics to gather more nuanced feedback.

Final Thought (summary): Marvel's newfound willingness to hold public test screenings marks a significant evolution in their closely guarded approach to filmmaking, presenting a complex equation of potential benefits in audience feedback and early buzz against the inherent risks of spoilers and managing public perception in the lead-up to their highly anticipated releases. The industry and fans alike will be watching closely to see how this trend unfolds and what it signifies for the future of Marvel's blockbuster strategy.

Source: https://comicbook.com/movies/news/fantastic-four-continues-a-surprising-new-marvel-trend-there-are-problems/