Ten years ago, Marvel Studios launched its “cinematic universe,” using crossovers and tie-ins to connect every property under its umbrella. The strategy has shaken the entire entertainment industry. Any extended universe of characters – from rival DC’s effort at playing catch-up, to Universal Studios’ so far disastrous “Dark Universe” – is a naked attempt at copying Marvel’s lucrative success. To celebrate their decade of dominance, Marvel changed the “i” and “o” in the word “studios” to the number 10 in the Marvel logo at the beginning of Avengers: Infinity War, the 19th feature film release in the MCU.
It’s become harder and harder to think about each of these movies on its own merits, because Marvel’s apparent plan is to work its audiences into a constant frenzy of anticipation for what’s coming next.