The Marvel Crisis Misses The One Thing Fans Actually Want

Marvel is reportedly facing a critical juncture, with a recent Variety article shedding light on a decline in nearly every aspect of the Marvel Cinematic Universe (MCU). Apart from “Guardians of the Galaxy Vol. 3,” MCU films in 2023 have struggled both critically and financially. Additionally, internal issues have led to a dip in the overall quality of Visual Effects (VFX). With a convoluted continuity and uncertainty about the franchise’s direction, it seems the world’s biggest pop-culture brand may be hitting a roadblock. However, the solution to Marvel’s predicament might be more straightforward than its complex origins.

When “The Avengers” took the world by storm in 2012, a significant portion of its audience hadn’t necessarily followed every preceding entry in the then-nascent Marvel Cinematic Universe. This was evident in the film’s staggering $1.519 billion global box office earnings, dwarfing the $449.3 million from the first Thor film a year prior and the $370.6 million from “Captain America: The First Avenger,” released the same year as Thor. While “The Avengers” was technically a sequel to these two movies, even combining the box office returns of Thor and Captain America from 2011 falls short of the impact of “The Avengers.”

The underlying point here is that the broad appeal of the Marvel Cinematic Universe isn’t necessarily tied to an encyclopedic understanding of its continuity. From a storytelling perspective, “The Avengers” required the preceding films for context, but let’s consider this: Before 2011, the MCU was essentially two Iron Man movies, as the Edward Norton version of “The Incredible Hulk” was a more marginal contribution. It was only after the colossal success of “The Avengers” in 2012 that the mainstream truly began to embrace the MCU as a cohesive entity. Even then, during Phase 2, most were eager for another Avengers film rather than, say, “Thor: The Dark World.” While there are undoubtedly excellent MCU films between Avengers releases, let’s be honest, Marvel’s current struggle boils down to this: They’re not producing Avengers movies.

The potentially uncomfortable truth, especially for ardent Marvel fans, is that the MCU’s triumph isn’t solely attributable to the MCU itself. It’s about the Avengers. Isolated Avengers may not capture mainstream audiences as fervently as the full-fledged ensemble. It doesn’t necessarily hinge on the original lineup either. Introducing new Avengers while letting old ones retire is part of the appeal. The essence lies in the team itself. Subconsciously, Marvel recognizes this, as evidenced by the focus on actual Avengers members in most Disney+ shows, who are essentially on hiatus.

The recent approach faces a challenge: if it’s not a genuine Avengers movie, it’s arduous to pique the interest of non-diehard fans. “Thor: Ragnarok” might seem an exception, but try imagining it without the Hulk. Conversely, “Thor: Love and Thunder” feels somewhat auxiliary, akin to a Disney+ show. “WandaVision” showcased moments of artistic brilliance, but then, Wanda was relegated to a secondary role in “Dr. Strange and the Multiverse of Madness.” Turning a former Avenger into an irredeemable antagonist is a perplexing move for a conglomerate supposedly devoted to safeguarding its Intellectual Property (IP). While Sam Raimi’s artistic vision is commendable, wouldn’t most prefer seeing Scarlet Witch and Dr. Strange joining forces against a malevolent force rather than the multiverse murder spree we witnessed?

“The Marvels” promises a dose of superhero team-up content, yet it would likely fare better at the box office under the moniker “Avengers: Rise of the Marvels.” In the comics, Carol Danvers, Monica Rambeau, and Kamala Khan all join the Avengers at some point. So, why not embark on that path now? This is an Avengers franchise, after all. Movies featuring heroes who band together as the Avengers should serve as the foundation for these narratives. While “The Marvels” and “Loki” may hint at a grander scheme leading to a new Avengers movie, the journey appears too protracted at present. People are growing impatient. Whether the villain is Kang or someone else, we simply want to witness some incarnation of the Avengers.

For the average viewer, the MCU effectively concluded in 2019 with “Endgame.” Four years have elapsed since we last witnessed an Avengers movie, and by now, the ramifications of Thanos and “the blip” have been thoroughly explored in the myriad films and TV shows since. It’s time to forge ahead. It’s time to expedite another bona fide Avengers movie for Marvel fans. If there’s one question looming over the MCU’s recent struggles, it’s perhaps this: Have they forgotten the essence of how it all began?

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