On July 7, 2019, the official teaser trailer and the official teaser poster were released during the broadcast of the 2019 FIFA Women's World Cup Final. The teaser trailer was viewed 175.1 million times in its first 24 hours, including 52 million from China, making it the seventh most viewed trailer in that time period. On September 30, an exclusive photo featuring Liu as a soldier in the Imperial Army was released on "Empires upcoming ' issue. On October 24, a prequel novel written by writer Grace Lin was announced along with a preview being made available online. Entitled "Mulan: Before the Sword", the novel was released on February 11, 2020. On November 4, a video clip filmed during a Toho cinema preview was leaked online, featuring new shots of Mulan as a warrior battling fiercely and taking off her hair band. On November 6, Liu was featured as one of the 25 stars of Next Gen Talent 2019 nominated by "The Hollywood Reporter" with two new studio stills released concurrently. On November 20, the Japanese theatrical poster was released online. On December 5, the official trailer was released. On January 26, 2020, 6 individual character posters were released. On February 2, 2020, the final trailer was released. As a result of delaying its original March 2020 release, film executives estimated that each time the film was delayed it cost Disney between $200,000 and $400,000 in marketing fees, a figure that could reach $5 million if it was moved out of the summer season altogether. "Variety" estimated that Disney spent around $50 million on global advertisement for the film, with "Deadline Hollywood" attributing $35 million of the marketing budget to TV ads.