Marvel ‘One-Shots’ were short films that ended up on the Bluray copies of the Marvel films that served to expand the universe a bit farther. These shorts were great additions to the Marvel Cinematic Universe, and in their later incarnations, corrected small decisions that fans cried foul about. The one of these ‘one-shots’ that is most popular for doing this is the last one to grace any Marvel release, All Hail the King.
The short was attached to copies of Thor: The Dark World. This one-shot was a spin-off from Iron Man 3, and followed Jackson Norriss, a reporter trying to document what happened during the Mandarin incident, as he interviews Trevor Slattery as he sits in Seagate Prison. The interviewer tells Slattery that the Ten Rings terrorist group is upset with him, and that the real Mandarin wants to meet him. This short hoped to fix the way that the Mandarin was handled in Iron Man 3, something fans were unhappy with about Iron Man’s biggest villain.
Now there comes news that the Marvel one-shots may be coming back. Talking to Forbes about their upcoming film Captain America: Civil War, Joe and Anthony Russo hint that they are considering bringing the Marvel tradition back for the marketing in the lead up to Avengers: Infinity War:
“We have gone through a little bit of a transition with that content, We can’t go into too many details about this but we are thinking, very specifically, about to do new ways of what you are talking about with Avengers: Infinity War. We’re just in the beginning phases of figuring them out. Yes, DVDs are gone but there is this wonderful internet platform out there called YouTube.”
They are also considering tailoring trailers to have exclusive footage that won’t be included in the film itself, further adding to this viral marketing campaign. The last film that had an outstanding viral marketing campaign was Chris Nolan’s The Dark Knight. Let’s hope that Infinity War will host a campaign that is just as good as that one, or one even better.
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