I haven’t seen the film and this isn’t a review, this is an assessment piece on the current state of the Marvel Cinematic Universe from the perspective of audience engagement. The comments passed in this piece regarding Captain America Brave New World, are based on several key factors firstly the Cinema Score, a low b, which was lower than that of The Marvel’s and also Antman Quantomania, the critical Rotten Tomatoes score currently at 52% at the time of writing, on the broader fan consensus online which suggests that the film is middling not great not terrible. I would also like to address that on Rotten Tomatoes the film has an 82% audience score, though this could be inflated.
All of these things taken together paint a picture of the sorry state of the MCU, especially when you compare this release to the last few, sans Deadpool and Wolverine as it was disconnected and more of a love letter to the Fox X-Men films. The remaining films on the slate for this year also do little to reassure people that things are going to get better in the near term.
So the question is what went wrong and where do things go from here?
I would say the reasons why this film is struggling and why other Marvel films are struggling are numerous but also quite obvious. Firstly, folks don’t like homework, since the advent of Disney + not only has there been more content, perhaps too much, but also new requirements. To understand Brave New World fully folks would need to have watched The Incredible Hulk from almost twenty years ago, Falcon and the Winter Soldier and also The Eternals. That is 5+ hours of commitment just to watch the latest film in the universe and increasingly folks are getting sick of having to make it.
What can be done to fix this? At the current stage nothing, the projects that are already in development will suffer from it. However, for further down the line stuff there can be an importance placed on telling original and disconnected stories, there can also be an effort to cleverly use exposition within the films to bring folks up to speed on what they need to know from these other series, this would hurt Marvel’s numbers on rewatches but would encourage the casuals to return. They could also do a previously on at the start of each project including films, unorthodox but potentially a solution.
Secondly is the problem that these characters just are not a draw. Marvel got high on their own supply and started to believe the mythology surrounding them, thinking that they could turn anyone into a billion dollar grosser, and for a while when everything was seen as required viewing in order to get the Infinity Saga’s broader narrative it worked, however, in the disconnected and seemingly aimless Multiverse Saga this has been proven untrue. The issue here is twofold firstly the Multiverse Saga is objectively a failure, fans are not connecting, due to the glut of content things feel deluded and far to disconnected. Moreover there does not seem to be a clear direction in which it is going, yes to comics fans it is clear we are getting Battleworld the Beyonder and likely God Emperor Doom, however, for casuals it just seems to be without purpose at the moment. Secondly, it is clear that the MCU has tentpole characters that folks need to see often in order to stay invested, this can be Spider-Man, it could be Doctor Strange, it could be Wanda, it could be the founding Avengers, regardless, due to the massive uptick in production we are getting less and less projects with these tentpole characters and more and more ancillary stuff with characters people just don’t care about and that is leading to apathy. The idea that Marvel film are not events anymore sums this up rather well.
What can be done about it?
Well I have said it before and I’ll say it again, they need to do a purge. By that I mean, the Marvel slate no matter if they have announced it or not needs to be studied and second guessed, some of these films and tv shows with provably unpopular characters, I am looking at you Iron Heart with your multiple failed comics runs, should be written off and never released. It does not matter if they are done and ready to go or in production you need to trim back all this fat and get back to the core characters people care about. The Thunderbolts is the antithesis of my point, a group of mostly recent and Disney + era characters that no one cares about. The film will be met with apathy. Furthermore, there needs to be a cleaning house of the higher ups at Marvel that greenlit all these projects, who thought Echo and Agatha needed there own shows, as whoever did should not have a job. I would levy this at Feige himself, if his eye has come off the ball he should be replaced.
Finally, is the idea of escapism. Media should exist to provide audiences with a means of escaping from their lives, yes some cover real world issues, but superhero films should not. Again this is a twofold problem for Marvel, the MCU could use real world politics themes and ideas to influence it’s films, but they don’t have good writers. What I mean by that is that they don’t have writers who can be subtle and who can weave it in in a nuanced way, they have people who need to show scenes of Sam being denied a lone simply because he is black, as the scene tells it, in order to be incredibly heavy handed in its messaging. This is a problem as then audiences feel like they are being preached at and feel like the films are becoming political which is a turn off both for those that don’t agree with the politics but also those who don’t want to engage with politics. Secondly, bringing in heavy handed real world political issues such as presenting, according to reviews, Ross as a stand in for Trump, it stops the world from feeling different and new and instead makes it feel like a reflection of our own which isn’t what people want.
How can this be fixed?
Honestly this is probably the simplest, by hiring better writers, one who can use politics in a subtle way and put themes into films without it being overt and making the film politicised.
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