The Marvel Cinematic Universe's Devastating Decline Accelerated in 2023

The Marvels has officially become the lowest-performing MCU movie, even falling behind Black Adam, a similarly underperforming DC film from last fall. Despite Marvel's consistent popularity over the past decade and a half, with its highest-earning films ranking among the top of all time, The Marvels, starring the widely popular Brie Larson reprising her role from the Infinity Saga, has failed to meet expectations. So, what exactly went wrong?

While some attribute the underperformance to "superhero fatigue," the issue is more complex. A combination of factors, including a misunderstanding of what drew viewers to the initial arc of MCU movies, Marvel Studios' failure to prepare audiences for the future of the franchise, and a significant miscommunication between the studio and its fans about the important aspects of these movies and shows, all contribute to the disappointing performance.

People didn't actually like comic book movies

Superhero movies have always been a favorite for many, especially those in the Marvel Cinematic Universe. However, for some fans, the conclusion of Avengers Endgame marked the end of an era. The movie gave closure to beloved characters like Steve Rogers and Tony Stark, leaving a void for many viewers. As the MCU moved forward, it became clear that the absence of these iconic characters was not effectively addressed. While new characters like Captain Marvel, Doctor Strange, Spider-Man, and Ant-Man have been introduced, they have yet to capture the same level of admiration from fans. The missed opportunity to develop these characters leaves a significant gap in the hearts of loyal MCU enthusiasts.

The COVID of it all

Meanwhile, the characters that have carried over from the earlier age of the MCU have seen a slower release of movies and/or TV shows due to the expanding cast of the MCU. Even Hulk played a part-time role in She-Hulk.

In 2019, a trio of blockbuster hits, Captain Marvel, Avengers: Endgame, and Spider-Man: Far from Home, were released within a span of just five months.

After the conclusion of a major pop culture storyline, COVID-19 brought the forward progress to a halt, resulting in a two-year hiatus for Marvel movies. This not only affected ongoing movie development, but also disrupted future planning after Endgame. With the Marvel Studios machine at a standstill, the new Disney+ service stepped in to bridge the gap with shows like WandaVision and Loki. COVID-19 significantly impacted Marvel's production timeline, causing delays and complications that led to an altered release schedule for upcoming films like Doctor Strange in the Multiverse of Madness and Spider-Man: No Way Home.

There's No Team In "I"

In the earlier days of the MCU, it was simpler to keep track. We had just a few characters with their own series in Cap, Iron Man, and Thor. With the exception of Iron Man (who had two), each member of that trio got one film before the Avengers. Characters were introduced and new movies were released at a reasonable pace, around 2-3 movies a year. Every two years or so, we'd get a team-up movie.

When we look at the post-Endgame MCU, however, we've had 11 films since the last team-up, including two Spider-Man movies and Black Widow, a long-overdue make-up film that told a story about a character whose ending we already knew. Even Ms. Marvel herself, Iman Vellani, has voiced her feeling that it's been too long since Marvel Studios had a big team-up feature. Black Widow was essentially Marvel fulfilling a contract with Scarlett Johansson, and it was ultimately detrimental to the MCU, particularly because it was released in 2021 when concerns about COVID were still ever-present. This isn't to say that Black Widow didn't deserve her own movie, but Marvel Studios probably should've released it before, you know, she fell to her death on an alien planet.

We were also introduced to the Eternals, with Director Chloe Zhao delivering striking and thrilling visuals. While the movie had its merits, it didn't quite have the feel of a typical Marvel film, despite the introduction of 10 new characters. These characters were depicted as being present during Thanos' attack on existence, yet seemed to have reasons for not intervening. Unlike previous Avengers movies, which took the time to introduce characters gradually, this movie introduced all of them at once, and none had the same charisma that drew audiences to the original characters.

In terms of the more familiar characters, recent films featuring Thor, Ant-Man, and Doctor Strange have been considered some of the weaker entries in the MCU in terms of quality. Even The Marvels, while a good MCU film, has the distinction of being the lowest-grossing Marvel tale yet. With the influx of new characters and the less impactful familiar faces, it seems that the MCU is struggling to maintain its previous level of success.

This marks the longest gap between team-up movies in the MCU, with a total of five movies set to be released before the next Avengers film. The Avengers, a team of specific heroes, was followed by 16 movies that introduced four new teams - Eternals, Marvels, Fantastic Four, and Thunderbolts - with new characters. In the mix, The Marvels hinted at the possibility of yet another team, adding to the complexity.

The challenge lies in the fact that Endgame marked the end of the traditional Avengers team, and there was no clear plan for what the next team would look like. It wasn't until Disney reacquired the X-Men in 2019, and years of films were already in production, that we began to see hints and Easter eggs about Marvel's mutant team.

Being a superhero is hard. Watching superhero movies shouldn't be.

Rather than having a distinct team to root for, what we're left with is a plethora of individuals. A multitude of men, of all sizes, abilities, and origins.

Being a superhero is hard. Watching superhero movies shouldn't be.

This brings us to the well-known issue: Marvel movies have started to feel like a chore. This is the same issue that began to weigh down the CW's Arrowverse shows. The Marvel TV production has ramped up, and the Marvel movie production is once again in full swing. Not only have there been 11 films, but also 10 shows with a total of 69 episodes and approximately 51 hours of television.

Some of these series, such as WandaVision and Ms. Marvel, have tied in with movies to some extent. Others, like Moon Knight and Secret Invasion, exist on the fringes of the Marvel universe. Moon Knight, while entertaining, focused more on Oscar Isaac's versatile acting skills than on integrating his character with others in the universe. Meanwhile, Secret Invasion, released before The Marvels, appears to take place afterward, leaving unanswered questions about its relation to other events.

One of the appeals of these movies was the anticipation of seeing familiar characters in new and unexpected settings, but so far, the opportunities for this have been missed. Shang-Chi, America Chavez from Doctor Strange 2, Namor, and Moon Knight, each fascinating in their own right, have yet to appear elsewhere. Kit Harrington's Black Knight could have crossed paths with Moon Knight in London, while Shang-Chi could have made an appearance in She-Hulk: Attorney-at-Law - which lacked appearances from established MCU characters. Members of the Eternals could also have been integrated elsewhere, though the lack of compelling storylines for the actors makes their return less appealing.

The power of the supervillain

When it comes to determining which Marvel shows are essential viewing, the sheer number of options can make it difficult to pinpoint. Unlike a book with a red asterisk signaling its importance, these shows don't come with a clear indicator of their significance to the overarching Marvel story. As a result, viewers may be hesitant to invest time in a show without assurance that it will impact their understanding of the larger narrative.

Alongside a prominent cast of recurring heroes in the early days of the MCU, a formidable villain also played a crucial role. Thanos loomed over multiple movies, gradually becoming more prominent until he became the central figure in Avengers: Infinity War.

The upcoming Multiverse Saga will feature Kang the Conqueror as the central antagonist. Despite the less intimidating name, Marvel Studios has cut ties with actor Jonathan Majors, who was set to portray Kang. However, the studio could still recast the character, as Kang is a multifaceted figure with many variations and identities. Previous appearances of Kang in Loki and Ant-Man and the Wasp: Quantumania have left audiences feeling disconnected.

Studios has a checkered history with recasting characters. Mark Ruffalo replaced Edward Norton as Bruce Banner, and Don Cheadle replaced Terrence Howard as James 'Rhodey' Rhodes due to disagreements between the studio and actors. Thaddeus 'Thunderbolt' Ross was also recast after the death of William Hurt, with Harrison Ford taking on the role for at least one appearance in the fourth Captain America film. However, Marvel Studios chose not to recast T'Challa in Black Panther: Wakanda Forever following Chadwick Boseman's death. Kang was expected to have a major role in the MCU, with only Black Panther rivaling his role prominence and billing. Whether Marvel will ultimately recast the character remains uncertain.

In addition to Marvel's struggles in making the character relevant to the audience and finding an actor for the role, the concept of multiverses is inherently complex, and the studio is grappling, just like Loki in the Loki Season 2, to keep all the different storylines straight.

An industry in flux

The MCU has been significantly impacted by the multitude of movies and characters, creating a complex continuity. With the introduction of Disney+ as a major streaming source for Marvel content, the "event" status of Marvel Studios movies has diminished. The availability of Marvel shows on Disney+ and the potential for movies to be released on the platform has shifted the theatrical experience to a more casual, on-demand viewing model. Additionally, the increase in subscription fees for streaming services has led to a decline in usage, resulting in fewer people watching these movies at all.

The state of VFX in Hollywood is also affecting the overall sentiment. Marvel's rapid release of shows and films, combined with the continuous use of overworked VFX studios that bid lower, has caused a decline in the quality of their VFX. This has led to an increase in complaints from moviegoers and a devaluation of Marvel movies in the eyes of fans. The films have become more confusing and scattered, losing their previous appeal and becoming difficult to follow, even for dedicated fans.

The Marvels

Let's delve into the world of Captain Marvel and The Marvels for a moment. Setting aside the controversy surrounding Brie Larson, Marvel placed her first movie in the 1990s and her subsequent appearance in Avengers: Endgame was limited. Her main ally in the MCU has consistently been Nick Fury, and our recent encounter with him in Secret Invasion seemed to overlook Captain Marvel. Monica Rambeau's presence in WandaVision was significant, but her absence in subsequent appearances left many fans forgetting about her. The introduction of Iman Vellani's Kamala Khan in this movie added another layer to the unfolding narrative. Regardless of the movie's quality, hardcore Marvel fans are the only ones capable of keeping track of all these characters and timelines. This phenomenon echoes the decline of comic books in the 1990s, where dedicated fans were the only ones left supporting the industry.

I am a huge fan of Marvel and I'm looking forward to the upcoming projects such as Blade, Deadpool 3, and whatever they have in store for the X-Men. It's exciting to see how Kevin Feige will handle redeeming the Fantastic Four after the previous disappointing movie adaptations. However, it's becoming more difficult to ignore the missteps Marvel has made and how they have turned their dedicated fan base into unpaid promoters.

Editor's P/S

As a Gen Z fan of the Marvel Cinematic Universe, I share the sentiments expressed in the article regarding the franchise's decline in 2023. The underperformance of "The Marvels" and the overall fatigue surrounding superhero movies are concerning. While I understand the challenges faced by Marvel Studios, such as shifting industry dynamics and the impact of COVID-19, I believe there are deeper issues at play.

The MCU's success was built on the strong foundation of its initial characters and their compelling stories. However, the conclusion of "Avengers: Endgame" marked a significant turning point, leaving a void that has yet to be effectively filled. The introduction of new characters has not managed to capture the same level of admiration from fans, and the slow release of movies and TV shows for existing characters has further contributed to the decline. The absence of a clear direction and cohesive storytelling has left many fans feeling disconnected from the MCU.