You have probably seen the video going around showing what Thor was apparently doing while all his Avenger friends were duking it out in “Captain America: Civil War”.
It’s a pretty funny video showing the fun and loose side of the ancient Avenger who wasn’t seen at all in the latest Avengers film. Many people online were also wondering where Thor was, so Disney produced this quick video to help rest or restless minds about Thor’s whereabouts.
What you see isn’t part of Marvel’s story canon, however. The Team Thor video was simply something extra that the folks at Marvel probably cooked up in response to the public outcry.
In effect, what they did by responding was build hype. Again.
“Captain America: Civil War” was already a popular film and the box office number show it from this summer during its initial release. Hype does die a few months after release as new movies come out, but hype for that same film needs to happen again, especially as the home release of the film happens.
And was it coincidence that the Team Thor video dropped just a few weeks prior to the Digital HD release on September 2 (and was announced to be a bonus feature on it)? I don’t think so and neither should you.
Bonus features and “extra footage” from films, especially blockbuster ones from Marvel are just another prime example of what good IP, creativity, timing, and marketing sense can do to help drive more money into the studios’ pockets.
That’s what I’d like to call a superpower!