Why is Avengers: Infinity War reusing a very specific moment?

We don’t expect Avengers: Infinity War’s promos to show off every single moment of the movie, but will the recycled moments lose some impact?

The nature of promotions for films means you’ll see a couple beats over and over, in order to ensure . For Avengers: Infinity War, that’s probably going to be the shot of Captain America, Black Widow, Black Panther, Okoye, the Winter Soldier and so on.

However, there’s a contender for the Infinity War crown. Twice within a week, Marvel has released TV spots named “Chant.”

One is longer than the other, and also contains perhaps the funniest line of all the Infinity War promos — yes, funnier than anything Star-Lord has said.

Look, anything that prominently features T’Challa and Okoye is pretty much prime content. The only way it could be improved is by adding more Shuri.

Anyway, the name comes from what T’Challa is yelling: “Yibambe,” which translates to “hold fast.” There is no way not to feel ready to charge into battle after seeing this.

Looking at it that way, it makes total sense that Marvel would cut that down into a shorter TV spot to push anywhere and everywhere:

There’s no way that the Russo brothers’ direction won’t make sure that this moment gets all the attention it deserves. Even so, it’s hard not to worry that this moment might have lost a significant portion of its impact. Yes, we’re only a few weeks away from the movie. However, we all know that the ads will only increase in frequency during that time.

Next: 8 essential MCU films to watch before Infinity War

Infinity War will surely surprise us, but it should perhaps have left this scene to be appreciated for the first time on the big screen — not a laptop, a phone or a tablet. (Maybe the movie will make up for it by just adding even more great scenes for T’Challa. We don’t think anyone would complain.)