Marvel’s ‘Captain America: Civil War’ Logos Emphasize ‘Civil War’ Over … – Forbes
In the â€œI meant to write this a week agoâ€ category, Jeremy Renner posted a picture of himself via Twitter of the latest in-production Marvel movie. Now that in itself wouldnâ€™t qualify as news, but what was at least a little bit interesting was the shot of what looks to be the filmâ€™s logo. It is the second would-be official logo that we have seen for the thirdÂ Captain AmericaÂ movie, and it shares something a little bit noteworthy (if not quite newsworthy) with the previously released logo from back in October 2014. To wit, both logos give significantly greater emphasis to the words â€œCivil Warâ€ as opposed to â€œCaptain America.â€
That is frankly a big change from past-and-future logos thus far released for the Marvel universe. Obviously there arenâ€™t a ton of examples, as theÂ Iron ManÂ series went for straight numbered sequel titles (Iron Man 2Â andÂ Iron Man 3) and the only franchises that have gotten sequels have beenÂ Captain America,Â Thor, andÂ The Avengers, but there is a pretty clear pattern thus far. Iâ€™m specifically referring to the notion that the logos for the first twoÂ ThorÂ sequels, the four released-or-announcedÂ AvengersÂ films, and the firstÂ Captain AmericaÂ sequel all emphasized the actual heroes in question while giving the subtitle secondary placement in the marketing materials. ButÂ Captain America: Civil WarÂ is seemingly planting the seeds for a campaign that will emphasize its subtitle over its title character.
To the extent that this matters (and I will admit that it may not in the end and Iâ€™m writing this partially as an exercise in short-form writing), it goes back to something I discussed a couple weeks ago. There is a particular risk in terms of box office speculation and expectations if the media treats this thirdÂ Captain AmericaÂ movie not as a Steve Rogers adventure but as a glorified AvengersÂ sequel. The last twoÂ Captain AmericaÂ films earned $371 million worldwide and $714m worldwide respectively while the first twoÂ AvengersÂ films have grossed or presumably will gross $1.5 billion worldwide. Marvel and Walt Disney donâ€™t necessarily want a situation where pundits are expectingÂ Captain America: Civil WarÂ to perform not likeÂ Captain America 3Â but ratherÂ The Avengers 2.5.
And thus it is interesting that the first two logos for the upcomingÂ Captain AmericaÂ sequel put vastly more visual emphasis on the â€œCivil Warâ€ subtitle. Again, Marvel could put out a new logo or a new poster tomorrow that uses the standard â€œcharacter in large print, subtitle in smaller print below.â€ But frankly emphasizing â€œCivil Warâ€ creates two situations. First of all, I would argue that it further gives the impression that the film is less a Steve Rogers adventure and more of a would-be AvengersÂ reunion picture. And it also creates the impression that the conflict between heroes is indeed the primary driving force of the film as opposed to theoretically a subplot that takes place during the â€œsearch for Buckyâ€ material that most presumed would be the focus of the movie prior to Robert Downey Jr. jumping aboard back in early October. If the would-be war between the supers ends up being a small portion of the film (thinkÂ Jason TakesÂ Manhattan), there could be consumer (or at least online film geek) backlash in terms of products advertised versus product delivered.
Anyway,Â Captain America: Civil War, starring Chris Evans, Robert Downey Jr., Scarlett Johansson, and basically every other Marvel character (including Spider-Man) you can think of, drops May 6th, 2016. As always, weâ€™ll see. Wow, did that in under 600 words! Â Mission: accomplished!
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