Marvel Studios is literally in the endgame of The Multiverse Saga, and the pieces are falling into place for a historic conclusion. As ‘Avengers: Doomsday’ finishes shooting and ‘Avengers: Secret Wars’ prepares to shoot, the next two years are becoming a turning point in the history of the MCU.
However, it is not only the plots that are changing; Disney is redefining its own playbook. The new marketing and storytelling strategy of the studio is a radical change from the formula that drove Marvel during the golden age. From Kevin Feige’s revelation about the MCU’s upcoming “reset” to Disney’s unorthodox trailer release plan, the franchise seems ready to evolve.
‘Avengers: Secret Wars’ Begins A New Chapter, Not Just An Ending
According to The Hollywood Reporter, ‘Avengers: Secret Wars’ will start principal photography in summer 2026, only a few months after ‘Avengers: Doomsday’ completes its additional photography in the spring. It will bring the Russo brothers back to the MCU following their historic success of the Infinity saga. Although ‘Doomsday‘ will precondition the next multiversal conflict of Marvel, ‘Secret Wars’ will presumably conclude the saga on an even bigger scale.
Related: How Mahershala Ali’s ‘Blade’ Became Marvel’s Most Cursed Movie
It could possibly re-initiate (or reset) the whole timeline of the Marvel universe. Kevin Feige gave a bit of insight into what fans should expect for this final Phase 6 installment in an interview with Variety. He clarified that ‘Secret Wars’ will not be a hard re-launch of the MCU. It will be a narrative re-organization. “Reboot is a scary word,” Feige said. “Reboot can mean a lot of things to a lot of people. Reset, singular timeline, we’re thinking along those lines.”
Feige stressed that the aim of the film is more than the closure of past chapters. Whereas ‘Endgame’ was a story of endings, he called ‘Secret Wars’ a story of beginnings, which will form the basis of the future of the MCU. This includes the long-awaited introduction of the X-Men. “We’re utilizing that story not just to round out what we’ve been telling post-Endgame, but also to set up what’s next,” Feige added. “The X-Men are where that will happen next. They’ve always represented stories about people who feel different, who feel like they don’t belong. That’s where we’re going.” This strategy is an indication of a radical change in the creative direction of Marvel.
Disney Breaks Tradition With A Radical ‘Avengers: Doomsday’ Trailer Strategy
While the production details of ‘Secret Wars’ are generating excitement, Disney’s latest marketing move for ‘Avengers: Doomsday’ is sparking just as much conversation, and some surprise. The studio is not following its traditional trailer release strategy after almost a decade. Rather than releasing the Avengers trailer online or via a live stream, Disney will only include the ‘Avengers: Doomsday’ trailer with the theatrical release of ‘Avatar: Fire and Ash’ on December 19, 2025.
In case you missed it: Why Wonder Man Might Be The First Casualty Of Marvel’s New Avengers Saga
It implies that fans will be forced to purchase tickets to the Avatar sequel by James Cameron to see the long-awaited return of the Earth’s Mightiest Heroes. It’s a risky yet clever move. Both properties belong to Disney, and by placing the trailer of the Avengers on top of Avatar, the studio is essentially combining two of its largest movie worlds into a single marketing campaign. It is also a symbolic change.
Over the years, Marvel has been a dominant force in pop culture. By limiting the initial viewing to theaters, Disney appears to be focusing on the re-creation of the big-screen experience and the buzz that made ‘Endgame’ such a cultural phenomenon. The change also reflects a new phase for the studio, one where Marvel can no longer rely on its old formulas. It’s worth noting that Avengers: Doomsday has faced several release delays, moving from May 2025 to December 2026. So, starting marketing a full year before its release signals confidence.
