The marketing cycle for Avengers: Infinity War is upon us, and that means we’ll be treated to (or forced to suffer through) an endless sea of behind-the-scenes videos and TV spots.
But a new behind-the-scenes video, above, is a perfect example of how to tease a product well. Although there’s new footage that appears, the focus is on the close friendships between the actors, many of whom have worked together for the last decade. It’s because of their closeness that we get to see cute moments like Mark Ruffalo (Hulk) embracing Robert Downey Jr. (Iron Man), and Benedict Cumberbatch (Doctor Strange) complaining about Chris Pratt (Star-Lord).
The featurette expands the camaraderie at the heart of the first Avengers’ memorable, post-credits shawarma scene. Part of the reason the Marvel Cinematic Universe is so successful 10 years later is because of the friendships between the characters, yes, but also the familial love between the actors.
This behind-the-scenes video isn’t anything significant, but it’s cute, and it fills me with the warm, fuzzy feeling that so many of the Marvel Cinematic Universe movies do. It’s made up of other heartwarming MCU moments: Peter Parker bonding with Tony Stark in Spider-Man: Homecoming; Steve Rogers rescuing Bucky Barnes in Captain America: Civil War; and Thor consoling an upset Bruce Banner in Thor: Ragnarok.
The video may just be a marketing stunt, but it’s one that I loved watching. The only thing missing was shawarma — and Hawkeye.