The directors behind some of the Marvel Cinematic Universe’s (MCU) biggest hits, Joe and Anthony Russo, recently shared their thoughts on the current challenges facing the MCU.
According to them, the decline in the franchise’s popularity isn’t due to superhero fatigue or the quality of recent films, but rather the changing viewing habits and shorter attention spans of younger audiences.
As Joe Russo put it in an interview with GamesRadar+, “This next generation is looking for ways to tell their own stories that service their own sort of collective ADHD.”
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The Generational Divide
The Russos, who directed Captain America: Civil War and Avengers: Endgame, argue that the way people consume media has drastically changed.
Joe Russo explained, “There’s a big generational divide about how you consume media. There’s a generation that’s used to appointment viewing and going to a theater on a certain date to see something, but it’s aging out.
Meanwhile, the new generation wants it now, processes it quickly, and moves on to the next thing while doing two other things at the same time.”
Joe Russo also noted that this shift isn’t unique to Marvel; it’s a broader Hollywood issue.
“It’s difficult right now, it’s an interesting time. I think we’re in a transitional period and people don’t know quite yet how they’re going to receive stories moving forward, or what kinds of stories they’re going to want,” Joe shared.
Not Just Superhero Fatigue
Anthony Russo dismissed the notion that superhero fatigue is to blame for the MCU’s struggles.
“The superhero fatigue question was around long before the work we were doing. People used to complain about Westerns in the same way, but they lasted for decades. They were continually reinvented and brought to new heights as they went on.”
Anthony believes it’s more about general fatigue and the evolving preferences of audiences. He likened the current situation to past entertainment cycles, where genres waxed and waned in popularity but adapted over time.
A Changing Media Landscape
Joe Russo emphasized the impact of modern communication on how stories are consumed.
“We communicate through memes and headlines, with nobody reading past two sentences, so everything’s 100 characters or less – or 10-second videos on social media you swipe through.”
This shift has influenced how audiences engage with content, making traditional movie formats feel outdated to younger viewers.
The directors acknowledge that this rapid consumption and preference for shorter, more immediate content present challenges for the film industry.
“The two-hour format, the structure that goes into making a movie, it’s over a century old now and everything always transitions,” Joe said. “This next generation is looking for ways to tell their own stories that service their own sort of collective ADHD.”
Fans’ Reactions
The Russos’ comments have sparked varied reactions from fans. Some feel that Hollywood often blames external factors instead of acknowledging possible shortcomings in their products.
“It’s actually to the point of comedy how far Hollywood will go to avoid admitting they made a bad movie,” one fan commented. Another added, “They absolutely refuse to admit they might have put out a subpar product.”
Others believe that the MCU has failed to make audiences care about new characters introduced after Endgame.
“The first job of any movie is to make you care about its characters. The MCU just failed that step considerably after Endgame. They took the audience’s care for granted,” a fan pointed out.
They added, “When new characters are replacing iconic characters, you have to work twice as hard to make them appealing, not coast on old reputations.”
Looking Forward
Despite these challenges, there is hope for the MCU. Joseph Quinn, who will portray Johnny Storm/Human Torch in the upcoming Fantastic Four, expressed optimism about the future of superhero films when talking with Entertainment Weekly.
“There are aspects of it that are very different to other Marvel films. That felt very compelling to me,” he said.
With new stories and fresh takes on beloved characters, the MCU has the potential to adapt and thrive in this new media landscape.
In conclusion, while the Russo brothers highlight a significant generational shift in media consumption as a challenge for the MCU, it’s clear that addressing both storytelling quality and audience engagement will be key to maintaining the franchise’s success.
As the MCU evolves, balancing these factors will be crucial in captivating both new and old fans alike.