Ethos

For those who boarded the Marvel Cinematic Universe (MCU) back in 2008, the release of "Guardians Of The Galaxy" this August 1st represents a studio cashing in on six years of carefully cultivated credibility. In the two trailers released for the film thus far, Marvel attempts to sell an objectively insane-looking concept by admitting, up front, that the viewer is in for something ridiculous--and they bank upon an already friendly audience trusting in the studio's past success at turning the absurd (see: Thor) into something clever, enjoyable, and well-designed for a mainstream audience. Persuading anyone to buy into the MCU by offering this film right out of the starting gate would have been nearly impossible, but by gradually proving themselves through one creative leap to the next, Marvel is now able to confidently persuade moviegoers to take a chance on their most eclectic property to date.