In what many fans are calling a desperate attempt to salvage its fading cinematic glory, Marvel Studios has reportedly rebranded the struggling Thunderbolts film to The New Avengers. The move comes after months of poor buzz, weak test screenings, and online backlash—raising questions about the future of the Marvel Cinematic Universe (MCU).
The title switch, revealed through updated internal listings and quietly reflected in recent merchandise leaks, is being perceived as a last-ditch marketing effort to reignite interest in a film that, until now, had little traction with fans.
Originally pitched as Marvel’s version of The Suicide Squad, Thunderbolts was supposed to be a gritty, morally gray team-up featuring characters like Yelena Belova, Red Guardian, Bucky Barnes (The Winter Soldier), and U.S. Agent. However, early trailers failed to excite audiences, and insider sources claimed that the script lacked direction, cohesion, and—most crucially—emotional weight.
Following the box office disappointments of recent Marvel entries like Ant-Man and the Wasp: Quantumania and The Marvels, the studio couldn’t afford another critical or commercial failure. The stakes were high—and according to several reports, Thunderbolts just wasn’t delivering.
By renaming Thunderbolts as The New Avengers, Marvel appears to be leveraging nostalgia and brand recognition. The Avengers label has long been the studio’s golden ticket—its last two Avengers films (Infinity War and Endgame) grossed nearly $5 billion combined worldwide. But can simply slapping the word “Avengers” onto a lukewarm film save it?
“The problem is that Thunderbolts was never really about heroism in the classic sense,” one Hollywood insider told Deadline. “It’s a morally ambiguous crew. Calling them ‘Avengers’ feels like a betrayal of what the original characters stood for.”
On social media, fans are equally skeptical. The hashtag #NotMyAvengers began trending within hours of the news leak, with many users calling the rebrand “tone-deaf,” “lazy,” and “a sign that Marvel has lost the plot.”
Marketing experts warn that this kind of rebranding could hurt Marvel’s reputation more than help. “This screams desperation,” said film analyst Grace Randall. “Audiences today are smart. You can’t just repackage a struggling product and expect fans not to notice.”
She’s not wrong. Marvel’s Phase Four and Phase Five have been widely criticized for a lack of clear direction, an overload of characters, and uneven quality. While the Disney+ shows have introduced compelling heroes like Moon Knight and Ms. Marvel, the connective tissue that once unified the MCU feels fractured.
Fans are also beginning to experience what some call “Marvel fatigue.” Gone are the days when each new installment felt like a must-see cinematic event. With the studio pumping out content across film and TV, many viewers are tuning out.
At the center of this turmoil is Kevin Feige, Marvel Studios’ president and longtime mastermind of the MCU. Once praised for his flawless execution of the Infinity Saga, Feige is now under immense pressure to deliver another hit—and fast.
Industry whispers suggest that Feige was not initially in favor of the rebrand but was overruled by Disney executives desperate to stabilize Marvel’s slipping box office returns.
“Disney is scared,” said an anonymous source at the studio. “They need another billion-dollar franchise fast, and they’re hoping the Avengers name can pull that weight again.”
Marvel isn’t dead, but it is wounded. The upcoming Deadpool & Wolverine movie offers a glimmer of hope, with early footage generating real excitement. Still, that film leans heavily on Fox-era nostalgia rather than building a new, sustainable foundation for the MCU.
By rechristening Thunderbolts as The New Avengers, Marvel might score short-term attention—but at what cost?
If audiences feel manipulated or misled, the backlash could be brutal. And with superhero fatigue setting in, Marvel may need more than just a name change to win back its once-loyal fanbase.
