Whether you love it or hate it, MCU films are guaranteed hits at the box office and do equally well on streaming. If revenues, merchandising and trending hashtags are anything to go by, the MCU’s hype is no joke.
But why are they so popular? Does popularity amount to them being good? What makes it appealing to non-comic book fans?
Viewers are attracted to watching Marvel films due to their comic book origins, emotional engagement, relatability and humor, and the growth and diversity of its cinematic universe.
Most MCU fans will agree that they like the films simply because they’re fun. But even a three-letter word can hold a lot of weight — all of which, I’m about to inspect below.
1. The Comic Book Backbone
I wish I could say that the MCU enjoys its viewership purely based on its silver screen endeavors, but that wouldn’t be true. You only have to go as far as Reddit or Twitter (or even Quora) to find viewers who have extensive knowledge about these characters and plots thanks to their time spent reading the comics.
This works in Marvel’s favor not just for creating anticipation, but also in instances when they have to introduce a new concept. Sometimes, they sparsely explore it on-screen, knowing that it will be later explained in online forums by hardcore fans with comic book knowledge.
This is not to say that the MCU’s success is all thanks to comic book readers (because there are plenty who scorn the films for not doing the comics justice), but it does reflect the importance of having an established audience that is already familiar with the source material.
On the flip side, there are ample reasons why non-comic book fans get hooked to the MCU too. Let’s explore a few of them now:
2. Avengers Assemble
In the early years of the MCU, I considered myself more of a casual viewer than a fan. I remember the exact moment that changed — That glorious scene in the 2012 Avengers, when Captain America, Iron Man, Thor, the Hulk, Black Widow and Hawkeye assume their fighting stance and the camera pans around them in a dramatic motion.
It is simply awe-aspiring when you see not one, not two but multiple larger-than-life characters share the same space. I wasn’t someone who grew up reading the comics, but I can only imagine how unreal it would be for a comic book fan to see these interactions come to life.
That’s the basic pay-off of having a cameo, right? The audience wants to get tickled by the appearance of yet another character they didn’t expect. No matter how great the writing and the plot, these characters assembling together adds the extra pizzazz — which is why it became a big selling point for Infinity War and Endgame as well.
Ironically, this can be a grave that the MCU dug up for itself. The two movies raised the expectations so high, that the films that follow continue suffering the risk of not being well-received simply because the audience felt it was lacking something (or more like, someone).
3. You Pay in Emotion
Emotion is a big currency when it comes to making films successful. The MCU’s core is that it’s a combination of humor, sentimentality and morals that urges the audience to be emotionally-engaged with the narrative.
Now it’s no secret that the harsher critique out there is that Marvel films lack depth or innovative writing — After all, it’s formulaic that the good guys always save the day. In short, the films aren’t like those “serious” ones that get snubbed at the Oscars.
But this criticism is also what makes the MCU so watchable. Viewers gravitate to these movies because their PG-13 renderings offer escapism that is light, fun and an overall delightfully casual to watch.
Plus, in this day and age, who doesn’t want to see the good guys win – Even if it’s only on screen? If hope sells, it sells.
4. Diversity Matters
Here I want to look at two different connotations of diversity. First, let’s go with the traditional phrase where we’re talking about representation. Marvel moves with the times and has aptly produced films/TV shows that are bringing more diverse characters on screen.
There is nothing the audience likes more than seeing themselves in this universe they admire. When Shang-Chi and Kamala Khan retrace their cultural roots or when America Chavez speaks about losing her mothers, the MCU distances itself from the white-privileged, heteronormative world that a lot of fans find toxic.
Now another way I look at this phrase is how diverse the MCU is in its creative decisions.
Borrowing from a Reddit user, while these films may have a similar formula, they’re explored in different set-ups — Captain America and Black Panther as the gold standard hero-action, Ant-Man as a heist, GOTG as an ensemble comedy, Spider-Man as a coming of age, to illustrate a few examples.
This is also why, even though Doctor Strange 2 did not get a warm reception, it is one of my favorite MCU films. Sam Raimi’s cocktail of superhero-horror was pure genius to me.
5. A Universe Apart
Post Endgame was a critical period for the MCU. Being at the height of their success, they had to ensure that the next phase was just not a repeat of the years gone by. This is where their immersive dive into the Disney+ shows came in.
While it is possible to go watch any of the latest film releases as is, most fans would advise you to invest time into the TV shows because they’re really filling in any and all gaps in the Marvel universe.
You never know when a minor character from the TV show accidentally orchestrates the next Avenger-level threat!
Plus Marvel is keeping its release schedule busy. With at least four films a year, and an equal (if not more) amount of TV shows, MCU fans are at a juncture where there is no time to rest.
Surely the most enthusiastic fan will only see this as a win, while those on the other end of the stick may suffer Marvel saturation. Even then, all they have to do is take a break and tune in when something they fancy is released.
Like a scrumptious buffet, fans have a choice of picking which MCU content to fill their plate with.
6. About Marvel Cinematic Universe
The Marvel Cinematic Universe (MCU) is an American media franchise and shared universe centered on a series of superhero films and TV series, independently produced by Marvel Studios and based on characters that appear in American comic books published by Marvel Comics.
The franchise includes comic books, short films, television series, and digital series. The shared universe, much like the original Marvel Universe in comic books, was established by crossing over common plot elements, settings, cast, and characters.
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