For over 20 years, studios like Disney and Universal have delighted in pioneering the cinematic universe — a film industry cash cow involving the production of several films with different characters and stories within a shared universe. In 2008, Marvel Studios’ “Iron Man” kickstarted the Marvel Cinematic Universe, a first-of-its-kind film franchise with some of the highest-grossing movies in history. The MCU captivated audiences who were drawn in by its iconic, quirky characters and stayed for the interesting, complex storyline woven through countless films.
However, audiences are starting to feel that the well has run dry, with decreases in quality having soured their tastes for big-budget superhero films. If studios want to succeed in this ever-changing film industry, they need to ditch the repeated tropes, corny jokes and empty plots that have become staples of cinematic universes.
Since the release of “A New Hope” in 1977, the Star Wars franchise has been a cornerstone of American cinema. However, in the last few years, the iconic film franchise has struggled. The most recent Star Wars project, “The Acolyte,” was panned by critics and audiences alike as poorly written and ignorant of the broader Star Wars chronology. Despite being one of the most valuable film franchises in the world and home to some of the most beloved films ever made, Star Wars has floundered in the wake of streaming services like Netflix or Disney+ and has had a hard time finding its footing after the release of its saga finale, “The Rise of Skywalker.”
Star Wars isn’t the only film universe facing this quality crisis. Similar concerns also trouble the MCU. From 2021 to 2023, the MCU released 13 shows, ten movies and two TV specials, compared to 23 movies released over the previous decade. This drastic increase in production has sacrificed quality for increased profits, to the detriment of audiences.
As each of these cinematic universes pumps out more and more content, it increasingly seems like even the people making these movies are struggling to keep up with the storyline.
“Dr. Strange in the Multiverse of Madness” was poised to be Marvel’s next big hit since “Spiderman: No Way Home.” Fans were excited to see the Scarlet Witch, who rose to fame due to the success of the WandaVision TV series. The film was not well-received by fans, who were displeased with the fact that the film’s director, Sam Raimi (“Evil Dead”), hadn’t even watched all of WandaVision before writing the film which contributed to the practically recycled character arc of hard-won acceptance for Wanda from the show. Although this wasn’t the only reason fans didn’t like the film, it was a major one.
The writers’ inability to adhere to the conventions of the MCU’s timeline has only contributed to the convoluted and confusing nature of the universe, which leaves audiences longing for something different.
The decline in quality has frustrated audiences who are tired of the industry’s inability to innovate and tendency to rely on similar plots, characters and formulas when producing the next superhero blockbuster. Studio decisions behind cinematic universes have earned the film industry a reputation of creative bankruptcy. Banking on remakes and sequels, rather than new exciting stories told through unique perspectives, has left Hollywood bereft of the originality that captivated audiences in the first place.
In the years since “Avengers: Endgame” released, Marvel has struggled to move beyond the tropes, plots and even actors that brought it success in years past. Just last week, Marvel Studios announced their plan to bring “Iron Man” actor Robert Downey Jr. back into the MCU to play Dr. Doom. This acting hire is nothing more than a cheap trick to lure jaded and tired fans back into the theater. Rather than trying someone new, the MCU has decided to fall back on a Marvel legend to rescue the franchise once again.
As moviegoers grow disappointed in large cinematic universes, they have turned to more original storytelling, a kind that pushes past norms and cliches to develop new, untold stories with deep messages and relatable characters. Such stories can serve as blueprints for the future of moviemaking.
There is no better example of this than last year’s “Barbie.” Directed by Greta Gerwig, the film took advantage of a bold set design and bright color palette to take the summer by storm, so much so that supply chains struggled to keep up with consumer demand for “Barbie Pink.” However, beyond its bright colors and iconic characters, the film tells a sharp and relevant story about the gender divide in Western culture. This message resonated with viewers, making the film an instant classic.
This summer, Warner Bros’ “Twisters” has seen success at the box office. The film is a sequel to the similarly named ’90s hit. However, aside from the name and their similar subject matter, the films are barely connected. Rather, the 2024 release revamps the cult classic and brings in a new story more enjoyable to modern audiences.
Throughout most of the 2010s, the MCU and other cinematic universes like it saw massive amounts of success, as moviegoers rallied to follow the engaging multi-film storylines. As these franchises have dragged on, however, they have fallen back on old tropes, storylines and jokes, crippling viewer demand for these classic characters and stories. Writers need to get creative to bring stories that are both refreshing and palatable to modern audiences.
Daily Arts Contributor Mateo Alvarez can be reached at mateoalv@umich.edu.
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