Honestly I wouldnt be shocked if black widow does pretty mediocre because of that unless they really do some crazy hype on it to get more stories going. I guess time will tell.

They don’t have to do anything spectacular in terms of buildup to anything. They just need to make a great movie. If the movie is great, word of mouth will spread and people will go see it.

Scarlett already said in an interview last year that the movie needs to be groundbreaking and badass, or she wouldn’t do it at all. She emphasized the film needs to do something different than other standalone films. I’m taking her word on that.

Since she’s a producer too apparently, she has more say in this film than guys like Evans, RDJ, and Hemsworth had in theirs. I mean, Feige chose Cate Shortland to direct because Scarlett wanted her. Reports said that Scarlett herself met with the first writer of the film to discuss the movie. It seems Scarlett is pretty involved in the creative process.