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.
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Those of us who didn’t grow up reading the source material, who can’t recite chapter and verse the labyrinthine backstory for the dozens of characters integrated into the MCU, can sometimes feel like outsiders. As one of those outsiders, my first instinct is to focus on these films’ over-reliance on Earth-in-Peril (and more increasingly, Universe-in-peril) scenarios, the deadening effects of pixelpalooza CGI battles, and the constant hype machine always building towards the next movie.
While the criticisms are valid – especially in the weaker MCU entries like Avengers: Age of Ultron – they cause me too often to overlook the moments of emotional resonance that these movies contain, and the connection that their most loyal fans have to the characters. With Avengers: Endgame, the grand finale and culmination of over 20 Marvel movies spanning more than a decade, it’s impossible to overlook the emotional resonance. Screenwriters Christopher Markus & Stephen McFeely and sibling directing team Anthony & Joe Russo made a film rich with human drama.
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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.
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The most insidious thing about social media is that it’s made us all marketing and branding managers. The brand, of course, is us. Every carefully curated tweet and Instagram post has turned us all into little mini-celebrities. Whether you have a hundred, a thousand, or a million followers, it’s easy to fall into a never-ending cycle of posts that keep the likes and retweets coming.
Ingrid Goes West captures that feeling, as well as the dark side of our Instacelebrity world. It’s Taxi Driver for the modern age. In that movie, the mentally unstable Travis Bickle – played with crazed determination by Robert De Niro – decides to assassinate a presidential candidate to get the attention of the woman with whom he’s obsessed. Today, there’s no need to go that far. We’re all celebrities now; our current president’s popularity is measured more by retweets than policy successes, after all.
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