It seems like advertising is a good enough place as any to start. Maybe that’s because MCU movies themselves are starting to feel less like the art/entertainment that the marketing and advertising is designed to support and more like merely an extension of that marketing and advertising. On the day Doctor Strange in the Multiverse of Madness was released, May 6th, I saw an online ad for it. The text of the ad read, “The Marvel universe will never be the same.” I had already attended a press screening for the movie four days earlier, so I knew that claim was basically bullshit.
Things happen in Multiverse of Madness. There’s even a major development in the movie’s final minutes that does promise to change Dr. Stephen Strange in a fundamental way. But, as is increasingly the issue with these movies, the entirety of what comes before that moment feels like a flimsy excuse to get us there, not so that we can marvel (pun completely intended) at the development within the movie itself, but so we can be excited for what this change will mean for future installments.