The Marvel Cinematic Universe, or MCU, is probably one of the most successful film franchises of all time. Marvel Studios has broken records and grossed billions at the box office. They’ve made B-list actors into Hollywood royalty and turned niche comic book heroes into beloved household names. From merchandise to theme parks to video games and brand deals, Marvel is everywhere. But it didn’t always have to be this way.
In 2008, Marvel Studios released Iron Man, the first film in what would eventually become the MCU. Backed by an independent studio and starring relatively unknown actors, it didn’t exactly have the makings of a blockbuster. However, audiences loved it. The film itself was a monumental success, grossing over four times its budget and pushing the small company into the limelight.
However, in recent years, it seems the Marvel hype has been wearing off. The films are still successful, of course, at least when it comes to the box office. But for myself and other longtime fans of the MCU, the excitement that used to come in the wake of each new release has been continually on the decline for a while. So what’s the deal? Are the movies simply getting worse? Or is it something deeper than that?
Too Many MCU Movies?
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One of the greatest appeals of the MCU is its connectedness. Each independent film intersects with the rest, creating a web of content with hidden nods to past or future films and a single story thread woven through every movie.
At the start of the MCU, Marvel Studios would release one or two films a year. This would help build up anticipation and give fans time to take everything in and construct theories for how the next film would play out. As the MCU grew in popularity, they bumped it up to three releases a year. Then four… Add on all the Disney+ originals, and suddenly you have an almost overwhelming amount of content fans are expected to keep up with to understand the bigger picture. And I didn’t even mention Defenders, X-Men, or the old Spider-Man movies!
Recently, the studio has stated that it plans to cut back on its number of releases. Until then, being a casual fan of the MCU was practically unheard of. You’re either a die-hard or you have no idea what’s going on because you haven’t seen that one Disney+ show.
Marvel’s Famous Formula: Expired
Among fans and news media, there’s a popular term associated with Marvel when it comes to the MCU’s success. They coined the “Marvel formula,” which is essentially a combination of elements that are seen in almost every film they produce. In Marvel’s case, they seem to take the old saying “if ain’t broke, don’t fix it” to another level.
Every film has a standard good guy-versus-bad guy conflict, climactic fight scenes, quippy, tension-breaking humor, and an emotionally charged turning point for the protagonist. While these elements often do make for a good overall film, the formula is just that: a formula. It’s the same every time. And fans like me who have been around since Phase 1 are growing bored of seeing the same story getting pasted over new characters and settings over and over again.
If Marvel wants to keep fans engaged, they need to throw in a few curveballs every once in a while. I will give shows like WandaVision and Loki credit for trying to step outside the box. They aren’t afraid to get weird and play around with a less linear version of the typical formula. But unless we start to see more experimentation in the films, older fans may start to drop off altogether.
The MCU Finale
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As I mentioned earlier, the MCU is connected not only by its characters but by one overarching story that concluded with the release of Marvel’s most successful film ever. I am, of course, referring to Avengers: Endgame. This film was Marvel’s magnum opus. It saw every single character from every single movie team up to fight the biggest bad of them all. It was epic. It was intense. And it was emotional for a lot of us.
It may sound silly, but the final battle scene still brings me to tears every time. I remember sitting in that theater thinking about the past 7 years of my life, from my first foray into the MCU to now. At that time, I had moved to a different city, and I’d had my first job and my first heartbreak. I’d even started college. And Marvel movies had been a constant presence through it all.
This wasn’t just a movie; it was the culmination of years of hard work by thousands of people. It was a cinematic event attended by millions. And in that moment, I felt a sense of connection to everyone around me. And I can’t say I’ve felt it since.
The End of an Era
Marvel is still making movies, but to me, that was the finale. Everything that comes after just feels like an excuse to make more money. And I don’t blame them for that. Marvel is first and foremost a company, and they have shareholders to impress. But with the end of the Infinity Saga and many of the original characters hanging up their capes for good, older fans are just not as incentivized to keep watching.
So far, the new Multiverse Saga has failed to impress me and many other longtime fans. Somehow, nostalgia just isn’t enough to cling to anymore. The majority of us are still rooting for them, but unless things change soon, Marvel Studios’ reputation will fall faster than Black Widow on Vormir (too soon?).
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