The MCU Thrived Without a Master Plan

Article Key Points

Ever since its establishment in 2008, the Marvel Cinematic Universe (MCU) has exerted significant influence over pop culture. Nevertheless, recent changes in approach and perspective have had an impact on its success in the film industry.

The shift in the MCU's approach is now centered around movies that rely heavily on interconnectedness, requiring viewers to possess extensive knowledge and watch previous films and TV shows.

As a result of this emphasis on a unified narrative arc, the movies have become more convoluted and less impactful, overwhelming casual viewers who struggle to keep up and fully enjoy the franchise.

The Marvel Cinematic Universe has been a dominant force in pop culture since its inception in 2008. However, there has been a noticeable change in the atmosphere surrounding the MCU. Despite the success of Guardians of the Galaxy Vol. 3 at the box office, it fell short compared to movies like Barbie or The Super Mario Bros. Movie. On the other hand, Ant-Man and the Wasp: Quantumania did not meet expectations, and The Marvels is predicted to face a similar outcome.

Various factors may contribute to this shift, including a lack of creative control for directors, an overwhelming amount of content, or a general weariness in the audience. Yet, the underlying issue lies in Marvel's evolving philosophy. The Marvel Cinematic Universe has transformed from a collection of good movies with interconnected elements to a series where the connection itself takes center stage.

The Beginning of the Marvel Cinematic Universe

The Marvel Cinematic Universe remains an extraordinary phenomenon, owing to its immense financial success and significant cultural impact. Yet, one particularly fascinating aspect, considering these two factors, is the absence of competition. Typically, when a particular style of film attains such unprecedented success, the industry tends to follow suit. However, the Marvel Cinematic Universe stands apart in comparison to other interconnected film universes, held relatively in isolation.

Attempts have been made to replicate the success of the MCU, but none have achieved the same level of success. DC tried to establish their own superhero film franchise, starting strong with the well-received Man of Steel. However, they stumbled by releasing Batman v Superman: Dawn of Justice and Justice League too soon, without giving fans a chance to connect with the characters or the universe. The negative reception of both films worsened the situation. Universal Studios also made a less notable attempt with their Dark Universe, centered around their monster characters. Their first film, The Mummy reboot, was marketed as the beginning of a cinematic universe, but it failed both financially and critically, leading to the demise of the Dark Universe.

What DC Comics and Universal failed to realize is that the allure of a cinematic universe lies in a series of good movies that happen to be connected, not solely in the connection itself. If the audience doesn't like the first film, they won't be interested in any subsequent ones set in the same universe. Marvel understood this concept when they started with The Incredible Hulk and Iron Man, intending to create more films in the same universe, leading to a big team-up blockbuster. However, their focus was on making good movies that would build audience interest, rather than solely relying on the premise of a cinematic universe.

The Marvel Cinematic Universe is available to stream at Disney Plus.

The Marvel executives were taken aback by the surprising success of Iron Man and the disappointment of The Incredible Hulk. However, the truth is that Iron Man remains a solid and entertaining film even to this day. It boasts a self-contained character arc, thrilling action sequences, impressive visuals, and remarkable performances, particularly by Robert Downey Jr. Simply put, it is a well-crafted movie that sparked audience excitement for more Marvel films. At that time, viewers were not yet invested in the cinematic universe; rather, they were drawn to Iron Man and desired similar experiences. The initial sequels to Iron Man continued in the same vein. Both Thor and Captain America: The First Avenger are well-made, slightly serious films with broad appeal. Crucially, they also stand on their own, offering enjoyment without the need to watch Iron Man beforehand. While they contain noticeable elements connecting them to Iron Man, these movies can be fully appreciated and understood without any prior exposure to other entries in the franchise.

The Avengers was a groundbreaking cinematic event that brought together characters from various movies onto one screen. It was a unique concept that had never been done before, requiring viewers to have some familiarity with the existing Marvel Cinematic Universe (MCU) films. Prior to The Avengers, there were five MCU movies released. To fully grasp the storyline of The Avengers, it would be ideal to watch at least these five movies. While it may seem like a lot to ask for a single film, especially considering the novelty of the concept, it is not an unreasonable requirement.

The Switch To the Plan

Compare this to Marvel's most recent film, The Marvels. To fully comprehend the plot of this movie, viewers would need to watch Captain Marvel, as well as the two TV series Miss Marvel and WandaVision. However, understanding these shows would require prior viewing of Avengers: Endgame, which necessitates watching Ant-Man and the Wasp and Avengers: Infinity War. Likewise, understanding Ant-Man requires watching Thor: Ragnarok and Captain America: Civil War, each with their own set of prerequisite films. This chain continues until the viewer finds themselves needing to watch The Avengers and the four films that came before it. As a result, getting caught up for Marvel's latest team-up movie now exceeds sixty hours, a significant increase from the previous nine-hour requirement.

While it is expected for a series of films within the same cinematic universe to build upon each other, it may be unfair to criticize the extensive interconnectedness. The continuity and lasting consequences of the events contribute to the overall story. However, it is important to acknowledge that requiring such extensive preparation can be daunting for many viewers, especially considering that the MCU attracts a wide range of movie enthusiasts, including casual fans who may only visit the theater a few times a year. In an interview with Entertainment Weekly, Kevin Feige addressed this concern:

Being at Marvel Studios gives one the power to tap into the current cultural climate with their films and shows. However, it becomes increasingly challenging to do so when there is an overwhelming amount of content available. Personally, I find the term "content" to be quite distasteful.

One valid criticism that can be made is the expectation for viewers to have seen previous movies. While watching the previous MCU movies provides a better understanding of The Avengers, the film itself is relatively self-contained. It explains the majority of the events, and even someone who has never watched any other MCU movie would likely be able to follow along just fine. The purpose of watching the other films beforehand is to deepen one's connection with the characters. The Avengers becomes more enjoyable when audiences are familiar with the bond between Thor and Loki, or the reasons why Steve Rogers might harbor distrust towards someone like Tony Stark. It adds an extra layer of richness, rather than being essential for basic comprehension.

Contrastingly, a film like Ant-Man and the Wasp: Quantumania appears to be a burdensome task to prepare for. Binge-watching the Loki TV series or Falcon and The Winter Soldier does not provide any substantial insight into the character of Scott Lang or what defines him. However, if viewers choose not to watch both shows, they will likely remain unaware of the wider societal impact of Thanos' snap or the identity of Kang.

This is essentially the problem with the current state of the MCU. The focus has shifted from creating exceptional films to producing content that collectively advances the overarching narrative. Prior to Endgame, the MCU had a loose framework that guided its direction, but there was no set plan in place. Movies often contradicted each other because they had the creative freedom to do so. In Iron Man 3, Tony Stark destroys all his suits and leaves the potentially catastrophic Extremis virus unresolved. Yet, in Age of Ultron, he reverts back to being the armored Avenger, and Extremis is never mentioned again. These inconsistencies are not characteristic of a meticulously planned story, but they were generally accepted as they made sense within the context of Iron Man 3 and were no longer relevant afterward.

The excessive focus on merging everything into one cohesive storyline leads to movies that feel overly complex and lack impact. Having a world-ending threat in every movie diminishes the significance of such stakes. While some people praise the MCU's meticulous planning leading up to Endgame, it wasn't until Infinity War that this storyline truly took over. Thanos' plan was mostly hinted at in mentions of Infinity Stones or in Guardians of the Galaxy, and most Earth-based characters were unaware of Thanos until his final plan was set into motion. Introducing the next ultimate villain in the first film of a new phase, especially if it's an Ant-Man movie, seems unnecessary.

The MCU is facing a problem that Disney seems to be encountering in general, which is an overwhelming abundance of content. The massive financial success of event films like Star Wars: The Force Awakens and Avengers: Endgame may have blinded them to this issue. Event cinema only works when it feels like a special occasion. However, with the constant release of more and more content, it starts to feel overwhelming. Many people are finding it less enjoyable to keep up with the MCU now. It used to be manageable, with just a few movies to watch before the big team-ups. But now, keeping up with the MCU requires investing hours upon hours in movies and TV shows, many of which are reportedly not as great.

The Marvel Cinematic Universe (MCU) is a vast franchise of movies and television shows that interconnects the sagas of various superheroes such as Captain America, Thor, Spider-Man, Hulk, Black Widow, and many others. Starting with the release of Iron Man in 2008, the franchise has achieved both critical acclaim and immense financial success, grossing billions of dollars at the box office and becoming a significant cultural phenomenon.

First Film Iron ManTV Show(s) WandaVision, The Falcon and the Winter Soldier, Loki, Ms. Marvel, She-Hulk

Editor's P/S

As a Gen Z netizen, I have mixed feelings about the MCU's evolution. On the one hand, I appreciate the interconnectedness of the films and the way they all fit together to tell a larger story. On the other hand, I think the MCU has become too focused on interconnectedness and has lost sight of what made the early films so great: strong characters, compelling stories, and exciting action sequences.

I think the MCU is at a crossroads. It can either continue down the path of interconnectedness and risk becoming too convoluted and inaccessible to casual viewers, or it can course-correct and focus on making good, standalone films that don't rely so heavily on the rest of the franchise. I hope Marvel chooses the latter option, as I believe it would be the best way to ensure the MCU's long-term success.