Why Marvel Revealed Red Hulk Early-And Why It Backfired

Marvel’s Red Hulk Reveal: Smart Marketing or a Missed Cinematic Moment?

When Marvel dropped the trailers for Captain America: Brave New World, fans were shocked-but not because of the plot. Instead, it was the full reveal of Red Hulk, the gamma-powered alter ego of President Thaddeus ‘Thunderbolt’ Ross (played by Harrison Ford), that grabbed attention.

The reveal, which comes late in the actual movie, could have been a jaw-dropping moment. But with Red Hulk plastered across trailers and posters, it left fans walking into theaters knowing exactly how things would end. The surprise was gone. And for many, so was the excitement.

Director Julius Onah defended the choice, stating that leaks were inevitable. “It’s just so hard to keep anything secret in today’s day and age,” he told Empire. He cited toys, trailers, and the all-seeing eye of internet speculation as unavoidable sources of spoilers. According to Onah, Marvel simply had to lean into it.

But fans and critics aren’t buying it. After all, Marvel managed to keep major surprises under wraps in the past-like the return of Tobey Maguire and Andrew Garfield in No Way Home or the hush-hush buildup to Deadpool & Wolverine. Why was Red Hulk any different?

Some insiders believe the reveal was less about avoiding spoilers and more about generating buzz for a movie with lukewarm expectations. A former marketing exec chimed in online: “Marketing often overhypes elements of a film to generate ticket sales. It’s a business move. Red Hulk was the only real hook they had.”

And it shows. Despite the massive marketing campaign, Brave New World struggled to make a lasting impact, both critically and at the box office. Many pointed out that Red Hulk appears for barely 10 minutes, making his early reveal even more frustrating.

There’s also a broader fatigue setting in among MCU fans. Where once the franchise was full of surprises-like Cap lifting Thor’s hammer in Endgame-the magic is now replaced with predictability. Plot points, character arcs, and post-credit teases are often spoiled before fans even step into a theater.

Marvel might blame the digital age, but fans argue that restraint is still possible. Studios just have to try. Instead, Brave New World leaned heavily on one of its few exciting plot elements-and in doing so, may have sabotaged it.

Marvel still knows how to build hype. But building mystery? That’s a skill they seem to be forgetting.