Cheating never felt so good.
The Russo travel as a homogenized pairing, whose individual contributions will always be hard to discern. Unfortunately, the trickery they've put to use in rendezvous with the press also extends to the marketing dept. Of concern this time around: the real possibility of misleading elements being used in the recent Avengers: Endgame trailer.
As Joe Russo told Empire during a recent interview/editorial roundup, not everything they patch together in the trailer winds up making the final cut, sometimes on purpose. The exacts words that were used to describe the bemusing tactic revolved around them preserving a certain element of surprise "consistent" with the narrative.
Even though Anthony wasn't present for that exchange, he is nonetheless vital to "all scales of marketing." It would seem The Russos have become a trusted entity within the Marvel establishment.
Joe Russo relayed the marketing tactic to George Lucas' rollout of the Star Wars franchise while he was but a pre-teen. "When I was a kid and saw The Empire Strikes Back at 11 a.m. on the day it opened," Joe added. "It so profoundly moved me because I didn’t know a damn thing about the story I was going to watch. We're trying to replicate that experience."
On an earlier occasion, The Russo's described their process as one of bereft of divine execution, they simply "use all the material that we have at our disposal," they ironically spoke in unison during an episode of Josh Horowitz’s Happy Sad Confused podcast. Has the gambit worked on any of yous, hit us with your thoughts?