The folks at Marvel Studios continue to look like the smartest superhero movie makers and marketers in the room. After the successful launch of the first trailer on Tuesday night, Marvel kept GUARDIANS OF THE GALAXY in the social media conversation all day Thursday. The studio took over Twitter and Facebook by releasing featurettes on each member of the team and the movie’s first one-sheet.

GUARDIANS is about as obscure of a superhero property that’s ever been put on big budget film. Marvel’s introductory approach to the characters is a simple yet clever way to build audience awareness and get moviegoers used to the concept. Maintaining the high level of social media energy around GOTG for the past 48 hours has probably put the trailer and these featurettes in front of some mainstream eyes that were probably not yet pointed in the film’s direction.

For those still not looking at GUARDIANS just yet, these videos will be there when they want to know more about what they saw in a trailer paired with CAPTAIN AMERICA: THE WINTER SOLIDER or THE AMAZING SPIDER-MAN 2. Beyond that, the studio is showing unabashed pride in its cosmic expansion of the Marvel Cinematic Universe. Don’t be surprised if that contagious confidence once again spreads to general audiences.

GUARDIANS OF THE GALAXY lands in theaters on August 1, 2014. Get ready with the videos and poster below.

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