It feels like Marvel fans are trapped in their own GTA6-style hype cycle, constantly seeing teases for an Avengers: Doomsday trailer where none exist. MCU die-hards were hoping that Doomsday directors Anthony and Joe Russo were bringing a trailer for their big new crossover movie with them to an appearance at SXSW London today, but it looks like the “surprise” that was being teased was actually just a pop-up shop in London with Doctor Doom-branded coffee.
4b Holywell Ln
London
EC2A 3ETStarts June 2nd at 10am. Surprise at 2pm.#DomLatveria pic.twitter.com/rUlTwaXsxF
— Donald Mustard (@DonaldMustard) June 1, 2026
The hubbub started yesterday when Donald Mustard, the co-creator of Fortnite and now part of the Russo brothers’ entertainment company AGBO, posted on X about an appearance the group would be making at SXSW London. He said a “surprise” would be coming at 2 p.m. local time (9 a.m Eastern) and included a London address. The Russo brothers had also been posting hints about whatever was going on at SXSW London, including a Doctor Doom symbol on their Instagram page.
Fans started scrambling, wondering if this might be a tease of a long-awaited first full trailer for Avengers: Doomsday. But now it looks like this whole thing was actually just teasing a pop-up shop collaboration between a local store and Marvel (thanks, IGN), where you can buy “Dom Latveria coffee,” a reference to Doctor Doom’s fictional home country of Latveria.
The brothers arrived at the coffee shop shortly after 2 p.m.
Russo Brothers have arrived at the ‘AVENGERS: DOOMSDAY’ pop-up. pic.twitter.com/OrXrAleVAH
— Nexus Point News (@NexusPointNews) June 2, 2026
It would have been an odd choice for Marvel to release the first proper trailer for Doomsday at a London event, especially with Spider-Man: Brand New Day only a month away and San Diego Comic Con happening next month. Doomsday is set to come to theaters on December 18, so there’s still plenty of time for Marvel to promote the film without cannibalizing Brand New Day’s promo-cycle. Nevertheless, as long as fans are hungry for a trailer, they will try to manifest one. Even with the latest rug pull, that probably won’t be changing anytime soon.
About the Author
