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Civil War seems, to me, to have the easiest marketing job ever. I guess the first Avengers might compare, but even then. "Who's side are you on?" I picture like, half the theater having red Iron Man shirts on and the other half having blue Captain America shirts. The split picture with Stark / Rodgers faces is awesome.
Infinitely easier to promote and get social media buzzing about than something like "Age of Ultron." I like the character, and the title, but few names are as nerdy to the uninformed viewer than Ultron.
This. Throw in Spider-Man and Black Panther, plus the entire new team from the end of AOU, plus a ton more familiar faces, and this movie sells itself. The way you put it, though, I just realized we're going to have two "Civil War" superhero movies within six weeks of each other, factoring in Batman v Superman in late March (Civil War is early May). I wonder if there's going to be any fatigue from that in any way?