When the Brie Larsen blockbuster "Captain Marvel" rolled out earlier this year, the
Air Force launched an all-out recruiting effort, hoping to capitalize on the story of female fighter pilot-turned superhero Carol Danvers. The Air Force placed pre-show ads in more than 3,600 theaters nationwide, bought space at geek hubs such as Fandom.com, and hosted its own press events with Larsen, as well as a red-carpet screening in Washington, D.C. From at least one perspective, the Air Force effort to hitch its wagon to Captain Marvel's star was an unreserved success.
An inspirational 30-second commercial titled "Origin Story," timed to coincide with the film's release in March, was the most popular piece of social media promotional content published by any service in 2019, Lt. Col Jacob Chisolm, deputy chief of strategic marketing at the Air Force Recruiting Service (AFRS), told the Defense Advisory Committee on Women in the Services (DACOWITS) during its December meeting.
https://www.military.com/daily-news/2020/01/05/captain-marvel-effect-air-force-academy-sees-most-female-applicants-5-years.html#:~:text=Through paid media,soon to tell.