Marvel is moving beyond simple trailers to market its movies. Today, they unveiled a video with Paul Rudd advertising Scott Lang’s memoirs, entitled Look Out for the Little Guy, which he’ll be selling in the upcoming film Ant-Man and the Wasp: Quantumania. It looks like a gag to garner interest in the movie, but here’s the kicker: Marvel is actually publishing the book! It will be available on September 5, 2023, but you can pre-order it on Amazon or at Disney Books now. Here’s the video:
“How’s that for meta?”
Conceptually, this is a fantastic idea and a genius marketing ploy. They can have a lot of fun with this book, going very silly because it’s all written from Scott’s point of view. If there isn’t an audiobook version narrated by Paul Rudd, somebody should be fired, or at least on bathroom duty for a month. But here’s the problem: it’s not being released till September, seven months after Quantumania is released in theaters. That seems stupid. Why wouldn’t they have printed this a good month ahead of the movie’s premiere, or at least have them coincide? If the idea is to hype people up for the film, the book should be on sale before the theatrical release, not the Disney+ one (which will also probably precede the book). The book details Scott’s adventures leading up to the new movie, so it’s not like they’re going to spoil anything. And not only does delaying the release that long hamper the marketing, but if they want to sell any copies of Look Out for the Little Guy, they’d better hope people love Quantumania. It looks good to me (I have my opening night ticket – and by “opening night,” I mean 3:00 PM, because that’s how they release these now), but Marvel’s output has been disappointing lately, and if they don’t have as close to a sure thing as they can on their hands, they’re about to eat a lot of money on the book.