The next Marvel Studios movie, Doctor Strange in Multiverse of Madness, is almost ready to open a sling ring gate and land in cinemas around the world. With less than a month left for the long-awaited MCU sequel, the publicity counter is in a fever as fans continue to theorize, speculate and repair themselves for something that is sure to be a huge overproduction.
And therefore, lightning marketing for the film has started well and really. Marvel releases TV commercials, commercials and posters for Multiverse of Madness and of course he will continue to do so until he reaches the cinemas.
Sometimes, Marvel Studios will need to tailor certain aspects of their releases to different areas. In many cases, it is to update the movie references to reach the most local crowd. This was most notable in 2014 Captain America: The Winter Soldier, with Steve Rogers magazine containing various lists of pop culture items, depending on the country in which it was viewed.
However, sometimes aspects also need to be modified to avoid offending moviegoers around the world.
You must deliver it to Marvel
The official theatrical poster recently released for Doctor Strange in Multiverse of Madness presents a remarkable change in the version released in the Italian markets. Benedict Cumberbatch’s Master of the Mystic Arts did his left hand photoshop to avoid making a gesture that is considered offensive in Italy.
Take a look at the change below:
The “The Sign of the Horns” gesture has been replaced by a more harmless hand gesture in the Italian version of the theatrical poster:
In Italy and other selected parts of the world, the gesture of this hand signal to a person implies that the target person is a doll (a man whose wife is sexually unfaithful). This obviously does not happen in all countries. Since the 1980s, this hand mark has become synonymous with heavy metal in the United States and other English-speaking nations.
A not-so-weird switch
It’s good to see Marvel and Disney being sensitive to different cultures Doctor Strange 2 ‘marketing, as this particular case seems to be easy to go wrong if you do not pay attention.
It is worth noting that the position of the hand that appears in the American version of the poster is the one for which Doctor Strange is usually known, especially in comics. It’s also quite similar to the gesture Spider-Man uses to activate his web-shooters, which seems to be largely a coincidence.
As for the final film, it will be very interesting to see if the change of poster will be transferred to the film itself. Will Marvel Studios use computer-generated effects to digitally modify Strange (or other magician) gestures to avoid wings?
This question, as well as many others (such as “What’s up with Professor X?”) Will likely be answered when Marvel Studios’ Doctor Strange in Multiverse of Madness will be released in cinemas on May 6.