With key players from some of their biggest hits returning can Marvel re-assemble its box office dominance?
What Happened?
At San Diego Comic-Con 2024, Marvel revealed plans for several upcoming projects, including the next Avengers films. Along with announcing the change in direction by unveiling the retitled Avengers: Doomsday, the Russo brothers were also announced to be directing both it and its follow-up Avengers: Secret Wars. But the biggest moment came when it was shown that Robert Downey Jr. would be returning to the MCU. This time as another Marvel Comics mainstay, Victor Von Doom/Dr. Doom. Will he be the real Dr Doom, a variant, or something else? We’ll just have to wait and see.
Marvel: The Big Picture
These announcements come at a time of relative uncertainty for Marvel. After the MCU’s prior Phases, all managed to outperform each other Phase 4 only just managed to outgross Phase 2. Despite incorporating more projects and having the benefit of already being an established brand. Plus Phases 5 and 6 have suffered major delays.
Of course, there are wider issues to bear in mind. Phase 4 had to weather the impacts of a global pandemic which will have skewed the people willing to attend cinema screenings for its early films. Phases 5 and 6 were also impacted by the SAG/AFTRA and WGA strikes, leading to delayed productions which can impact audience enthusiasm and budgets. Plus Marvel has had to overhaul its narrative plans due to Jonathan Majors’ assault conviction. Marvel can still recover. Deadpool and Wolverine just had the most successful MCU run since Spiderman: No Way Home.
But whether it be the continual stories about them short-changing creatives, the less consistent positive reception for their movies or the fact that they have seen their first genuine box office loss, despite being a pop-culture juggernaut for years, Marvel no longer enjoys an unstoppable reputation.
Could It Work?
Having the directors behind some of Marvel’s biggest hits back will likely attract Marvel fans. Plus bringing Robert Downey Jr back to the MCU as someone other than Iron Man, undoubtedly his most recognisable role, will be a huge draw for general audiences. Especially, since he is playing one of the most recognisable comic book villains ever.
That said it’s hard not to feel cynical about this. After years of hiring new and interesting filmmakers (Chloe Zhao, Nia DaCosta, Destin Daniel Cretton etc.) and working with some of the world’s best actors (Gael Garcia Bernal, Oscar Isaac, Florence Pugh and more coming) this feels like a toothless move.
Some may say this is needed to generate as much excitement as possible but that doesn’t ring true. Marvel has spent years honing its look. Many commentators state that filmmakers with unique voices have often, with some exceptions, had to subordinate their talents to making films in Marvel’s style. Therefore the Russo brothers’ return seems to merely be a nostalgia ploy. Functionally, if the producers don’t allow any creative freedom the new Avengers projects will look like every other Marvel film. Regardless of who directs them.
Marvel has also picked talented actors to play their villains before. So long as they build their presence enough and they have good material to work with they can thrill viewers. See Josh Brolin’s Thanos for proof. But having RDJ as the first face leading the upcoming Avengers movies serves at best as a cheap mystery box driven by the actor’s reputation. At worst, it gives the impression that Marvel can think of nothing better to revive interest than bringing a popular actor back, which cheapens Robert Downey Jr’s talents and makes him into just a marketing gimmick.
Summary
Of course, this is just my opinion and there is no reason these announcements won’t potentially lead to a great box office. As it says, the next Avengers projects are in stable hands and provide enough mystery to get people interested. But ultimately given how much Marvel makes and its pull in the industry this move feels incredibly cheap. And if Marvel is to retain audiences as the storylines continue to become more complicated it can’t just rely on mystery marketing and nostalgia to sustain it forever.
Also Read: Deadpool & Wolverine: The Antidote For A Stagnant MCU?
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