The Marvel Cinematic Universe’s (MCU) long-awaited Phase 6 kicks off this month with Fantastic Four: First Steps. Like most of Marvel’s recent movies, Fantastic Four: First Steps also features a star-studded cast, which includes Pedro Pascal, Vanessa Kirby, Joseph Quinn, and Ebon Moss-Bachrach. The film is directed by Matt Shakman, a Marvel veteran, who previously directed Marvel’s WandaVision in 2021. Based on pre-ticket sales, the movie is predicted to earn massively at the box office. Despite this initial hype with pre-ticket sales numbers, previous Marvel projects point to a disconnect between their ambitious output and audience engagement, begging the question: Are we still as excited for big Marvel projects as we used to be?
Dwindling anticipation is not limited to recent projects, as it affected the entirety of Marvel’s last phase, Phase 5, which came to be the MCU’s least successful phase in terms of revenue generated. Superhero fatigue is real, there’s no denying it, but certain box office successes make a case for the genre being an indispensable part of cinema that generates substantial viewership without sacrificing the craft of filmmaking. Like Guardians of the Galaxy Vol. 3, which was a remarkable attempt at exploring one of the MCU’s wittiest characters, Rocket, while successfully developing a dynamic group of characters and their stories.
A few key reasons explain this decline in enthusiasm, particularly the challenge of keeping up with so many interconnected stories, complicated further by the dual system of series and movies. While it was smart to diversify into shows to adapt to the new OTT environment, the decision also hampered the complex Marvel plotline experience because audiences cannot keep up anymore. Central to MCU’s brand is the seamless connection of different plotlines over time, but ease of continuity in viewers’ minds is essential for this to work. However, now, there are too many shows to consume, with most getting left behind in the “continue watching” sections of our OTT accounts. The sheer anxiety of consuming the massive volume of content in the Cinematic Universe makes it difficult for audiences to appreciate it.
Shows allow characters to develop over multiple seasons, so when we transition back to a three-hour movie, the character journeys seem substantially less impactful. Remember Eternals? They were a group of ten superheroes that the MCU introduced back in 2021 with the expectation that audiences would root for them for approximately two and a half hours, only to leave them abandoned.
The problem with character-building is also evident in instances like Yelena Belova’s character, played by Florence Pugh, who is now leading the ‘New Avengers’ (Thunderbolts*). Unlike her sister, Black Widow, who audiences came to adore even before she had a standalone movie, Yelena’s character was tossed around in a series with Hawkeye and the Black Widow movie, and then suddenly handed the baton to be the next leader.
Established actors and big names now leading Marvel stories highlight a growing misstep for the franchise. The appeal of earlier characters like Captain America and Thor stemmed mainly from the fact that the actors portraying them were relatively fresh faces, stepping into their roles with almost a clean slate. These allowed the audiences to define the actors by their MCU roles.
Today, however, stars like Florence Pugh, known for her role in the Dune series; Kit Harington, famous as Jon Snow; David Harbour, a fan-favourite from Stranger Things; and Pedro Pascal, who has become a pop-culture icon and phenomenon, headline Marvel projects. Marvel even brought back Wolverine, played by Hugh Jackman, so that the new Deadpool movie could primarily be not a cinematic success, but a marketing one. Marvel, which was once known for launching actors with unforgettable roles, is now feeding off actors’ stardom to fill theatres. Whether this reliance will pay off remains unclear, as viewers continue to find it challenging to dissociate characters from the actors playing them.
Marvel’s plotlines have been subject to criticism, particularly for their generic protagonist-turned-villain theme, milked repeatedly with characters like Scarlet Witch in Doctor Strange in the Multiverse of Madness, Hulk in Avengers: Age of Ultron, and Bucky Barnes in Captain America: The Winter Soldier. In their defence, the infinite number of superhero movies released every year outside the MCU makes it increasingly difficult to stay original.
In terms of originality, looking beyond the MCU helps put things in perspective, as a lot can still be done to keep the genre fresh. For instance, Everything Everywhere All at Once was a unique take on the previously explored metaphor of mothers as superheroes. The animated movie series The Incredibles remains highly entertaining, even though a similar concept was previously explored in Fantastic Four. Moreover, classics like The Dark Knight trilogy continue to be loved because the movies explore real-world themes using their heroes and villains as funnels to make arguments, and not the other way around. Watching the three Spider-Men reunite was undeniably entertaining, but do we really need Robert Downey Jr. to return as a supervillain?
Inclusivity and diversity, as demonstrated by the success of Black Panther, have been positive additions to the Marvel universe. However, does representation need to be as overt as seen in Ms. Marvel? Taika Waititi’s Thor: Ragnarok executed comedy brilliantly, but should Deadpool & Wolverine have relied so heavily on humour that the movie felt more like a 2-hour-long stand-up routine? The Marvel Cinematic Universe continues to grow, and its budgets, audiences, and VFX capabilities grow with it. They just need to be more selective and certain about the stories they choose to tell. How they tackle this will determine if the next phase sticks the landing.
