Over the last nine years, Marvel has turned itself from an unsure and often awkward player in the movie space to just about the biggest game in town. Some of that, of course, has to do with the sale to Disney and some shrewd business decisions, but a lot of it also has to do with the studio more often than not finding the right tone to match its subject matter. Sometimes that's goofy and over the top like in Guardians Of The Galaxy. Sometimes that's narcissistic and brash like in Iron Man, and sometimes that's referential like last night, when the company hilariously used the Mayweather and McGregor fight to hype Thor: Ragnarok on Twitter.