Over the weekend, Marvel released the trailer for Black Panther, which was met with widespread praise along with vulgar, racist slander.
Adapted from the comics of the same name, the film sees its titular hero return home to the fictional African nation of Wakanda to claim the throne after his father's death.
While much of Twitter celebrated the trailer, some critics called it "too black" and "too militant". Others shared similar sentiments, with far worse language that often included the N-word.
Black Panther is the first Marvel Cinematic Universe title with a black lead star, a mostly black cast and a black director. That has been heralded as progress by many, but some feel otherwise - just as they did about the female-led, female-directed Wonder Woman.
"N**ger movie named after a terrorist organisation immediately following feminist Wonder Woman. No agenda here," tweeted a person whose background image features both Pepe the Frog and Nazi propaganda.
"Now there is a Superhero Villan [sic] that is not only a domestic terrorist but also has racist followers that hate white people," tweeted another.
Website Bossip.com has catalogued some of the responses in an article entitled Saltine Fury: Racist Mayo Packets Are BIG MAD About Black Panther's Blackity Blackness.
The film's poster also received praise and criticism for allegedly resembling an iconic photo of Huey P Newton, social activist and co-founder of the Black Panther Party in the US.
Black Panther is set for release in February, 2018.