My latest contribution to The Hollywood Reporter is a recap of the marketing for Avengers: Endgame.

Last year’s marketing campaign for Avengers: Infinity War relied heavily on 2018 being the 10-year anniversary of the Marvel Cinematic Universe’s launch. The message at the time was that the movie was the culmination of everything that had been building over the course of 18 films, ever since Tony Stark first came out of a cave and later announced to the world he was Iron Man. It wasn’t really the end, though: Infinity War was just the first of a two-part story, one that now concludes with this week’s Avengers: Endgame.

‘Avengers: Endgame’: How Its Marketing Sold the Finale of a Neverending Series | Hollywood Reporter