Reviving the Heroes: A Look Five Years Post 'Endgame' and the Box Office's Cry for More
Reflecting on the impact of 'Avengers: Endgame' five years later, a viral clip resurfaces, reigniting the thrill of Captain America's iconic moment with Thor's hammer. The return of the blipped-away heroes in the 'Portals' sequence serves as a reminder of the shared cinematic experience that was dearly missed during the early days of the pandemic.
Almost a year after the release of "Avengers: Endgame" in April 26, 2019, a video went viral on social media. It showed the audience's enthusiastic reaction to Captain America wielding Thor's hammer and the return of the blipped-away heroes during the "Portals" scene. This moment provided a sense of comfort, reminding people of the shared experience they were missing due to the ongoing pandemic.
In the movie, five years had passed since Thanos' victory in "Infinity War." In real life, it has been five years since "Endgame" broke box-office records. This film marked the culmination of Marvel Studios' efforts over more than a decade. Although the movie industry has made some progress since then, both studios in general and Marvel specifically, along with the audience, have not fully recovered. It remains uncertain if they ever will.
Marvel is facing a crossroads as it celebrates the anniversary of "Endgame." Various factors such as the pandemic, the rise of streaming, the departure of key characters, and its own eagerness to flood the market with content have impacted the studio's success. Despite these challenges, the monumental success of "Endgame," which earned close to $2.8 billion globally, would have been hard to replicate. However, recent commercial setbacks, including "The Marvels," have raised concerns about superhero fatigue in Hollywood, a trend also seen in rival DC's disappointing releases.
Such an idea would have seemed very strange before "Endgame," when Marvel and its head, Kevin Feige, seemed to have a magical touch. In the beginning of Covid, even those not interested in superheroes could feel the excitement from Marvel and "Star Wars" fans, just like how people can be touched by a community coming together to support a sports team during a championship.
Venezuelan filmgoers watch the first screening in Venezuela of Marvel Studios' "Avengers: Endgame" at a cinema in Caracas on April 26, 2019.
Venezuelan filmgoers watch the first screening in Venezuela of Marvel Studios' "Avengers: Endgame" at a cinema in Caracas on April 26, 2019.
Federico Parra/AFP/Getty Images
Some of our hobbies are best enjoyed when shared, rather than being isolated with our electronic gadgets at home. These shared experiences hold a value that enriches our society in ways that are difficult to measure.
In 2020, the Russo brothers, known for directing popular superhero movies like the "Avengers" series, started an online program called "Russo Bros. Pizza Film School." This initiative aimed to engage fans in watching and discussing classic films while staying at home, also supporting local pizzerias in the process.
During a CNN interview that summer, Joe Russo shared that watching the viral “Avengers” clip was a very emotional experience for him and his team. It served as a reminder of how audiences had reacted to the film. The emotional impact of this moment felt different during the peak of the pandemic. Even as the world begins to reopen and movies like “Barbie” and “Avatar: The Way of Water” find success in theaters, the shared cultural experience has been greatly affected. This shift can be attributed to the rise of at-home viewing, with larger TV screens, easy access to content, and personalized viewing on various devices. The traditional family gathering to watch a movie together now seems like a thing of the past.
The challenges facing the movie business cannot be fixed as easily as in "Endgame" with a snap of the fingers. However, for those who remember the excitement in theaters when Captain America wielded the hammer, Black Panther emerged from the portal, and the Avengers united, one doesn't have to be overly sentimental or a Disney stockholder to long for those moments or hope they could happen again.
Editor's P/S:
The article captures the bittersweet emotions surrounding the anniversary of "Avengers: Endgame," a cinematic event that brought people together in a shared experience. The pandemic has undoubtedly altered the landscape of entertainment, with the rise of streaming services and a shift towards personalized viewing. While the success of "Endgame" may have been difficult to replicate, its impact on audiences remains undeniable. It served as a reminder of the power of shared experiences, especially during a time when social interaction was limited. The article highlights the challenges facing the movie industry, including superhero fatigue and the rise of streaming, but it also expresses a longing for those moments of collective excitement and connection that "Endgame" provided.
The viral video of the audience's reaction to Captain America wielding Thor's hammer and the return of the blipped-away heroes resonated deeply with people during the height of the pandemic. It evoked a sense of nostalgia for those shared experiences, a longing for a time when people could come together and celebrate something special. The Russo brothers' "Pizza Film School" initiative was another example of the desire to foster connection during a time of isolation. By encouraging fans to gather virtually to watch and discuss classic films, they created a sense of community and shared enthusiasm. As the world gradually reopens and theaters welcome audiences back, it remains to be seen whether the shared cultural experience can be fully restored. The convenience and accessibility of streaming services may have permanently altered viewing habits, but the article suggests that there is still a place for the collective excitement and shared memories that can only be found in a movie theater.
