Watching the teaser again, it’s easy to see why some may have been uncomfortable with the footage (remember, this was before Guardians became a bankable brand). It does not paint the “good guys” of the story in the most flattering light, as their crimes against society included murder, vehicular theft, assault and fraud. Coming off the overwhelming success of The Avengers, which starred a collection of well-meaning characters, this was an interesting group to build a summer tentpole around. Star-Lord, Gamora, Drax, Rocket Raccoon, and Groot were more anti-heroes than anything else, but it was that nature that made them appealing for audiences. Credit has to go to the marketing department for realizing early on that approach could work and betting against the test screenings. Who knows how Guardians might have turned out if a different first impression was made.
Now that the gamble paid off in spades, there should be no such qualms about the trailers for Guardians of the Galaxy Vol. 2. Though a full teaser has yet to be unveiled, a “first look” video was definitely in line with the marketing for its predecessor, focusing on the quirky humor and character interactions (not to mention, “Hooked on a Feeling” playing in the background). Marvel seems to be following the old adage of if it isn’t broke, don’t fix it, which is probably a smart way to go. The Guardians advertising method was very effective, so it should be more of the same for the sequel.