Shang-Chi and the Legend of the Ten Rings, Marvels first film starring a predominantly Asian cast, faced obstacles to its success before the movie even hit the theaters. One hurdle, fans noted, was Marvels apparent lack of Shang-Chi promotions compared to other films. This issue was enforced by the fact that Disney CEO Bob Chapek dubbed its release strategy an interesting experiment, a comment which sparked backlash from audience members and cast members alike.