What if the reason why Jeff Goldblum starting talking about Frostmaster during his acceptance speech at the GQ Awards was because he was hinting at an upcoming Thor or Loki movie.
This reminds me of how Tom Holland “leaked” the title of the next Spider-Man movie at Ace Comic Con. Tom Hiddleston also had some prepared lines about how Loki attacked New York City to bring the Avengers together because only they can stop Thanos.
It’s possible that Marvel wants Jeff Goldblum to promote Frostmaster because they might make it a plot point in the next Thor movie. We know that Taika has been in talks about directing another MCU film. It’s also been confirmed that the Grandmaster did not get killed by Thanos.
One of the Grandmaster’s powers is ability to "will" the death and resurrection of another.
There are multiple ways that Loki can come back:
1) Thor bargains with the Grandmaster to revive Loki 2) Thor goes to Hel and fights Hela for Loki’s soul 3) Loki has been alive this whole time 4) Loki has been alive and hiding out with the Grandmaster and the Collector
Marvel has gotten very good at guerilla marketing and they know that fans will analyze what the actors say in interviews. The GQ Awards had a lot of MCU cast members in attendance. This might be their new strategy at creating hype for the future movies.