Marvel Studios is embarking on a new phase, one that is characterized by reduced releases, extended production periods, and a definite plan to revive the Multiverse Saga. However, one of the latest changes has caused some eyebrows to be raised among the fandom.
It was revealed that ‘Avengers: Secret Wars’ will not start shooting until Summer 2026, despite releasing in December 2027. The delay is unexpected, compared to ‘Avengers: Doomsday’, which started shooting in early 2025. However, in reality, it is the outcome of a calculated change in the overall post-Endgame strategy of Marvel.
‘Avengers: Secret Wars’ Is Facing A Calculated Delay That Will Help Establish The Film
As ‘The Fantastic Four: First Steps’ has already released Phase 6 and there are a few known movies remaining on the MCU schedule, it is evident that the studio is taking it differently this time. ‘Spider-Man: Brand New Day’ will be released in July 2026, ‘Avengers: Doomsday’ in December 2026, and ‘Avengers: Secret Wars’ will conclude the Multiverse Saga in December 2027. And even though those dates appear to be close, the fact is that Marvel is not hurrying the production as it did during the peak of the Infinity Saga.
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That is why ‘Secret Wars’ is beginning filming this late. And with how Disney is marketing ‘Doomsday,’ it shows that the MCU is reinventing its own formula to a degree. The difference between the date of the ‘Doomsday’ production start and the subsequent filming date of ‘Secret Wars’ might appear as a delay on the surface. However, it is actually a logical result of the recent Marvel releases.
Initially, ‘Avengers: Doomsday‘ was set to be released in May 2026, a classic MCU release date. That early-summer date meant that production would have to start in April 2025 to give it slightly more than a year to film and post-produce. However, in reality, that is a very short deadline for a film of that huge magnitude.
So, it was a big step for Disney to move ‘Doomsday’ and ‘Secret Wars‘. This single change is all the explanation needed. ‘Doomsday’ no longer had to conform to that belligerent May deadline. ‘Secret Wars‘, which was originally scheduled to run in May 2027, was abruptly granted seven additional months. Marvel Studios was able to give its flagship blockbuster some breathing space, the first time in years. Concisely, the delayed start of shooting is not an issue. It is evidence that Marvel is evolving.
‘Avengers: Doomsday’ Broke Disney’s 14-Year Marketing Tradition
The changing approach of Marvel is even more evident when you look at the way Disney is managing the marketing release of ‘Avengers: Doomsday’. The MCU has been operating under the same trend since 2012, with the first trailer of each Avengers film being publicly released online, and not tied to other theatrical releases. However, it’s not the case this time. Disney is placing the first ‘Doomsday’ trailer solely with the theatrical release of ‘Avatar: Fire and Ash’ on December 19.
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This is a significant departure from the long-time playbook of the studio. But ‘Avatar’ is among the safest and largest theatrical attractions of Disney. The combination of an Avengers trailer and the movie achieves three things. It guarantees maximum attention at a time when the MCU hype needs rebuilding. It allows Disney to rebuild event status around the Avengers films. And it begins marketing a year before release.
It is also worth mentioning the marketing strategy of ‘Doomsday’ in contrast to ‘Thunderbolts*’, a film that underperformed and failed to capitalize on its Avengers-adjacent twist. Disney is not repeating that error. Interestingly, this shift is part of a larger industry trend: studios are adopting longer marketing windows, especially during periods of audience skepticism or franchise fatigue. Early beginnings would allow Disney to redefine the story, create hype, and re-establish the cultural relevance of the MCU.
