Spider-Man: No Way Home became one of Hollywood’s worst-kept secrets. Shortly around the time production started, news dropped that some iconic villains from the franchise’s history made their grand return. Alfred Molina flat-out confirmed his involvement at one point, which had everyone’s attention even more. Rumor after rumor hit the web on the villains and other Spider-Man actors making a return. Well, it seems that if they managed to keep this a secret, they were going to go down a very different marketing route.
Tom JHolland revealed in an interview with Yahoo.com that they were going to market the film as a “civil war” between Doctor Strange and Spider-Man. We do get some inclinations of that in the trailers, but they wanted to keep the villains of the marketing until they realized how impossible it was to keep them a secret.
Remember when that was the initial marketing plan? The initial plan was to make the film seem like a civil war between myself and Doctor Strange and they were gonna keep everything a secret. That is impossible.”Tom Holland
Of course, history turned out quite differently and some of the villains are highly showcased in the various trailers and even posters. It was a smart move, as it seemed that the confirmation of some of the rumors got everyone’s attention and hype, as it’s currently on route to becoming the highest-grossing film since the pandemic started. So, in a way, the rumor mill may have helped out a bit this time around even if they still can’t quite keep a lid on it.