The common phrase “biting off more than you can chew” comes to mind with Marvel and their attempt to squeeze the maximum amount of profit they can out of the cinematic universe they have created. Prior to the upcoming release of Captain America: Civil War, set to hit screens this upcoming May, the accumulative box office earnings are reported to be in the vicinity of $19 billion.
Regardless of the critical reception to these individual films, the momentum and planning to churn out more versions of the same is set to continue. The second phase beyond the original 2012 meeting of Marvel’s The Avengers started with a third installment of Iron Man, sequels to Thor and Captain America, and introductions to Ant-Man and Guardians of the Galaxy, with the latter seemingly having absolutely no cross-over with the franchise whatsoever.
Ironically enough, the versions that splinter off from the Marvel universe seem to have more success with further distance from Iron Man and the rest of the gang. Guardians of the Galaxy cleverly utilized a tongue-in-cheek attitude towards the genre, something that was taken to another level with the highly successful 2016 film Deadpool, a Marvel picture completely separated to a rival studio in 20th Century Fox.
As the schedule is set in stone for more releases until 2019 and further to come, the time, talent and budget is there to reinvigorate the Marvel Cinematic Universe. Even in a world jam packed with invented characters from comic books from generations ago, super heroes remain iconic beacons of childhood escapism and adult nostalgia. In some cases, if the films are good enough, it is the parents who delve into genuine escapism.
So all is not lost, but for the future to be saved the movie makers and studio executives must take note of the errors that got them here in the first place. These are the 10 ways the Marvel Cinematic Universe has ruined movies for everybody, and 10 mistakes that should be avoided moving forward.
10 Limited Character Development
9 Television Series Overshadowing Movies
8 Too Many Movies
7 Everything Centered Around Box Office Figures
6 Terrible Bad Guys
5 Difficult To Keep Up To Date
4 The Hulk Fiasco
3 Hasn’t Lived Up To Expectations
2 No Sense of Humor
1 No More Self-Contained Films
As was pointed out with the absence of exploring the Hulk through Mark Ruffalo, each adaptation of a Marvel film now has to reference or work off the Avengers. Tony Stark’s Iron Man will be an ever-present character and protagonist in the new Captain America film while Thor, Loki and Black Widow have never been far around the corner. Perhaps it is all part of the master plan, but without these characters going off on their own adventures to delve into their psyche and personal struggles, it comes across as nothing more than cross-promotion building to the next Avengers installment.
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