Marvel has proven time and time again that when it truly believes in a project, the marketing reflects that confidence. From strategic reveals to clever viral campaigns, the studio knows how to get fans talking. But with Ironheart, things feel… different. There’s been barely any buzz, and what little marketing we’ve seen feels more like an obligation than a celebration. So the question is: does Marvel already know it’s a flop?
Agatha All Along – A Masterclass in Misdirection
Say what you will about Agatha All Along, but Marvel clearly had fun with its marketing. The title itself is a callback to the catchy and iconic twist song from WandaVision. Throughout production, the show cycled through multiple names — House of Harkness, Coven of Chaos, Darkhold Diaries — all of which built hype and kept fans guessing. It was a playful campaign that showed effort, creativity, and confidence.
Thunderbolts* – The Symbol That Sparked Speculation
The asterisk in Thunderbolts* wasn’t just punctuation — it was a conversation starter. Fans on social media ran wild with theories, and Marvel fed the excitement with carefully timed reveals. Just a week after the movie hit theaters, they unveiled the full title: Thunderbolts – The New Avengers. They even had Sebastian Stan walk around changing posters in real life. It was clever, engaging, and got people talking.
Echo – The Dump-and-Forget Strategy
Then came Echo… arguably one of Disney+’s weakest Marvel miniseries. The story lacked cohesion, Kingpin’s presence felt hollow, and Maya Lopez’s character arc was practically nonexistent. The result? A complete mess from start to finish.
And the marketing reflected that. No weekly episode drops to build anticipation. Just one trailer and a full-season drop in a single day. It felt like Marvel knew the series wouldn’t survive long under the spotlight — so they pulled the plug before the criticism could snowball.
Ironheart – Falling into the Same Trap?
Now we’re seeing similar red flags with Ironheart. The trailer dropped less than two months before the premiere — and on the same day as the Superman trailer, no less. That’s a marketing no-no. It’s almost like Marvel wanted it to be overshadowed.
To make matters worse, they’re releasing half of the season in one go. Again, this mirrors what they did with Echo — minimizing long-term exposure and bracing for potential backlash.
And honestly? It’s not surprising.
Riri Williams didn’t exactly win over the masses in Black Panther: Wakanda Forever. And while she’s supposed to be the heir to Iron Man’s legacy, the MCU never really connected her to Tony Stark. In the comics, Riri reverse-engineers Tony’s suit and even works alongside an A.I. version of him. She’s mentored, recruited, and made part of something bigger.
In the MCU? Nothing. No connection to Stark Industries, no even nods from Pepper Potts or Rhodey. It’s like Marvel wants us to care about Riri without giving her any emotional or narrative foundation to stand on. That’s a tough sell.
Conclusion
It’s hard not to feel like Ironheart is being set up to fail. Whether it’s a lack of meaningful connections, a quiet marketing campaign, or the competition stealing its thunder, the odds are stacked against it.
Still… we’ve seen surprises before. So here’s hoping Marvel pulls off something unexpected. But right now? It’s not looking great.
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