The recent passing of Stan Lee hit the world of superheroes pretty hard, with various Marvel stars paying tribute to the comic giant.
While the writer, editor, publisher and producer was often the man behind the stories, he also cropped up on the big screen every now and again with cameos in the films.
In fact, it became something of a Marvel movie trope - a blink-and-you'll-miss-it Easter egg to look out for.
But for Marvel's latest nod to Lee, the studio has decided to make his appearance a little more blatant - having reworked him into its opening trail, which usually involves the series' ensemble of characters.
Instead, the sequence features Lee in action, using stills taken from his countless cameos - which, as you can imagine, will no doubt powerful stuff for audiences.
Speaking on the red carpet for the premiere of Captain Marvel, Marvel Studios President Kevin Feige said: "It's sad, it feels like one of the first red carpets without him, this being the first Marvel Studios film released without him.
"Frankly, we feel that all the films we have made is a tribute to his work, and we are always trying to do our best and do right by he and all of his co-creators.
"This one, though, is particularly important as it's the first one. This film sort of begins as a celebration to Stan and his legacy."
Speaking about the importance of Lee's cameos, Feige added: "Through the X-Men movies, the Sam Raimi Spider-Man movies, it just became this amazing tradition, not just so the fans had something to cheer for during the movie and a way to pay tribute to him, but it became a holiday on set - it became a national holiday when he was around on set."
The film's directors, Anna Boden and Ryan Fleck, also spoke with the Metro at the London premiere about the touching tribute.
Boden said: "I don't want to say anything I'm not supposed to say, but just that it was... we did want to kind of have a moment and tribute to Stan Lee in this movie, obviously.
"It was something that came from Marvel and when they showed it to us, there was not a dry eye in the house. It was really emotional."
Looks like you'll have to get those tissues ready, folks.
Featured Image Credit: PA