The Marvel Cinematic Universe (MCU) dominated pop culture throughout the 2010s, culminating in the monumental success of Avengers: Endgame in 2019.
This film wasn’t just a blockbuster; it felt like a cultural event, celebrated for its high-stakes narrative, memorable character arcs, and the payoff to over a decade of interconnected storytelling. But in the years since, the MCU has struggled to recapture that magic. From storytelling issues to franchise fatigue, there are several reasons why many fans feel the MCU has lost its way.
1. Lack of a Clear Direction Post-Endgame
One of the MCU’s strengths leading up to Endgame was its strong sense of direction. Kevin Feige and his team meticulously crafted a multi-phase narrative leading to the ultimate showdown with Thanos. But since then, the franchise appears to lack a unifying narrative arc. While new phases have introduced a variety of characters and storylines, there’s no clear “big bad” or endgame in sight. Without a focal point, the stakes feel lower, and each new entry seems less impactful.
2. Character Fatigue and Forced Replacements
Marvel’s strategy post-Endgame has involved passing the torch from original Avengers like Iron Man and Captain America to new heroes. This isn’t inherently a bad idea—character legacy and evolution are necessary for a franchise of this scale. But the transitions have felt forced at times, with newer characters struggling to connect with audiences. Characters like Ironheart and the new Captain America (Sam Wilson) haven’t been as universally embraced, partly due to a lack of time for proper character development and a sense that some replacements were hastily introduced rather than organically woven into the MCU’s legacy.
3. Reliance on Quantity Over Quality
Marvel’s original film lineup rolled out one or two films a year, allowing each to shine individually. Now, with a combination of theatrical releases and Disney+ series, the MCU is churning out content at an unprecedented pace. This abundance has led to mixed results; it’s difficult for every project to maintain a high standard. Projects like Eternals, She-Hulk, and Secret Invasion received lukewarm reviews, leaving audiences overwhelmed by content that felt inconsistent in quality. The sheer volume makes it challenging for fans to keep up, diluting the brand’s appeal and the sense of event-viewing that used to accompany Marvel releases.
4. Overreliance on CGI and Formulaic Storytelling
In its earlier phases, Marvel balanced CGI spectacle with meaningful character moments and grounded storytelling. Recently, however, CGI-heavy sequences and formulaic narratives have become a source of criticism. Thor: Love and Thunder, for instance, received backlash for its over-the-top humor and lackluster effects, making it feel disconnected from the stakes of the previous phases. As technology advances, fans’ expectations for VFX increase. But due to rushed production schedules and high turnover, the quality of visual effects has sometimes dipped, making some films feel like lesser products compared to the grounded, gritty feel of movies like Captain America: The Winter Soldier.
5. Struggling to Balance the New Multiverse Storyline
The multiverse, a major focus in the post-Endgame phases, has introduced exciting possibilities but also significant challenges. Initially explored in projects like Loki, Doctor Strange in the Multiverse of Madness, and Spider-Man: No Way Home, the multiverse allows Marvel to bring in beloved characters from other universes and experiment with alternate realities. However, the multiverse concept can be confusing, and not every fan is invested in its complexities. Without a clear roadmap, the multiverse sometimes feels like a plot device to bring in surprises, rather than a cohesive narrative tool.
6. Superhero Fatigue Among Audiences
Marvel’s success was one of the driving forces behind the “superhero movie era,” but the oversaturation of superhero content from Marvel and other studios is now leading to what many call “superhero fatigue.” With a constant flow of superhero movies and shows, audiences are feeling worn out. Endgame felt like the conclusion of an era, and while some fans eagerly embraced the new phase, others may be feeling a sense of closure, with little desire to continue down the never-ending path of new heroes and villains.
7. Questionable Story and Tone Choices
Marvel’s classic mix of humor, action, and heartfelt moments defined its identity. But recent films have struggled to balance these elements effectively. Thor: Love and Thunder, for instance, leaned heavily into comedy, alienating fans who expected a more serious tone for Thor’s arc post-Endgame. Likewise, She-Hulk‘s meta-humor and Eternals’ slow, serious tone left many wondering if Marvel was still in touch with what made its films great. The once-strategic use of humor now sometimes feels excessive or poorly timed, leading to tonal inconsistencies.
Conclusion: Can Marvel Reclaim Its Magic?
The MCU’s recent challenges don’t necessarily spell the end for Marvel. Franchises go through phases of reinvention and experimentation. With upcoming projects like Blade, Fantastic Four, and a potential X-Men reboot, there’s still hope Marvel can recapture the excitement it generated in its early phases. Additionally, with new heroes and fresh storylines, Marvel has the chance to recalibrate and deliver stories that resonate with fans old and new.
The question, however, is whether the MCU can adapt its approach in time. As audiences evolve, so too must the stories and characters that kept them engaged for so long.