Marvel's current model has been incredibly successful - but for how much longer?
From a certain point of view, “what does Marvel need to do to succeed in Phase 5?” sounds like a silly question. After all, it implies that the Marvel Cinematic Universe wasn’t successful in Phase 4 - which, by almost every possible metric, it was. Every film, from Black Widow to Black Panther: Wakanda Forever, made hundreds of millions of dollars at the box office, with Spider-Man: No Way Home becoming one of the top ten highest-grossing movies of all time.
It’s true that a behemoth like the MCU can keep running for another few years off of inertia alone. And it’s also true that people who prescribe fixes for the MCU usually assume their specific bugbears are universal; I mean, I’d be happy if they cast Julianne Moore as Captain America and remade the plot of Safe, but I wouldn’t expect anyone else to like it.
Compare that to today. It is, of course, hard to maintain a sense of discovery after sixteen years and billions of dollars, but what was once fresh and exciting now feels expected - inevitable, even, and not in the fun Thanos-y way. With a new MCU project released every few months, each as big and bombastic as the last, it’s easy to go numb; it feels less like the next chapter in a thrilling adventure and more like a quarterly report.
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