Before the movie, the merch.

So it is with the film Captain Marvel. Due out in 2019, the highly anticipated 21^st flick in the Marvel Cinematic Universe will be the first to feature a female lead, with Brie Larson signed up to play the title character. But this week, well in advance of the release, some branded swag for the film made its way quietly into the marketplace, with Insight Editions taking pre-orders for a logoed Captain Marvel notebook set. Each containing 64 pages, the notebooks reportedly ship April 2, 2019.

The notebook collection is a great marketing tool that’s already building new buzz about the film. Fans were pumped for the sneak peek at what’s to come -- and they want more.

This will be available April 2nd 2019, so obviously I pre-ordered it now :|https://t.co/BHLl4LMJrS

— RayDay (@RayDayPlays) August 27, 2018

I definitely pre-ordered a notebook set that's Captain Marvel branded cause I know I'm gonna be about that life from the second the trailer drops and through all of 2019 if my tattoo wasn't a dead giveaway.

— 💖Ashley 💜 Leckwold 💙 @ Dragon Con (@misskittyf) August 27, 2018

@MarvelStudios since amazon already has the captain marvel notebooks on pre-order, i guess it's time for you to release the first official image of the movie. just saying...

— ananda 🌟 192 (@pilotdanvers) August 27, 2018

We dig the marketing approach here. Tantalizing fans with some teaser merch and building on that as the release date nears is obviously smart. It’s another testament to the power of promotional products.