Tag Archives: Avengers

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Powers, perils of building cinematic megafranchise

Every few years, a movie transforms the way Hollywood does business. The Birth of a Nation, Star Wars, and others changed the game through their financial and cinematic successes. Marvel’s The Avengers, released in 2012, changed the game again.

By taking their time and releasing five distinct movies before The Avengers, Marvel laid down a strong foundation on which to build. Audiences were intrigued by Iron Man, Thor, The Hulk, and Captain America, but they were much more intrigued by what would happen when these cinematic characters met for the first time. When The Avengers was finally released, Marvel succeeded not only financially, but in creating something entirely new to cinema: the megafranchise.

The Avengers has grossed over $1.5 billion internationally and has had residual effects on other Marvel Studios releases. The Winter Soldier has grossed almost twice what its predecessor, Captain America, has, and Thor’s box office receipts increased for its second installment by around 50 percent as well. The result has been attempts by other studios, specifically those with the rights to superhero properties, to duplicate Marvel’s success. Some have done well trying to adapt to this model, but others are risking the destruction of their franchises by not understanding what made The Avengers so successful.

The idea of a megafranchise is that several stories and characters that are commercially viable in their own right work together under the same fictional umbrella in such a way that all component properties end up being more successful, with the eventual crossover making even more money. The cinematic megafranchise has roots in the superhero comic book.

Since All-Star Comics #3, released in 1940 by DC Comics, comic books have been using crossovers to build interest in new characters and to increase profits in existing titles. All-Star #3 saw the formation of the Justice Society of America, the first super-powered team to star characters from several different series, including the original versions of The Flash, Green Lantern, Sandman, and more.

DC may have been the first to use the team-up tactic in comics, but Marvel made the crossover its modus operandi. When Stan Lee first introduced his brand of Marvel heroes, he revolutionized the industry by making his heroes flawed and fallible. Flawed heroes are susceptible to human errors, including misunderstanding the motivations of other heroes. That makes the possibilities of crossovers endless, with heroes like Daredevil mistaking the antics of Spider-Man, leading to a fight in New York City.

Lee saw this potential and made sure to place all of his heroes in a single, interconnected fictional world. Creating a Marvel Universe where crossovers were expected helped to make Marvel the industry leader. Crossover stories would allow fans to see who would win in a fight between their favorite heroes, but also helped to raise the value of lesser-known characters. This tactic was used well in Avengers comics from the beginning.

The Avengers came together in 1963 with an all-star lineup of Iron Man, Thor, Hulk, Ant-Man, and Wasp. Three issues later, they were joined by Marvel heroes’ patriarch, Captain America. It wasn’t long, however, before the creative team at Marvel began using the Avengers to promote lesser-known heroes. In only its 13th issue, the Avengers lost the entire original lineup and reformed with Captain America leading a “cooky quartet” including Hawkeye, Scarlet Witch, and Quicksilver. All three of Cap’s cohorts were originally villains and were using the superhero team as a way to achieve redemption — and to gain greater notoriety among comic book fans.

With the increasing popularity of comic book movies, it was inevitable that Hollywood would adapt Lee’s storytelling style, especially when one of the studios making superhero movies actually was Marvel. Marvel had sold away the rights to its biggest properties a long time ago, losing X-Men, Spider-Man, Fantastic Four, and more. So, when Marvel decided to create its own film studio, the options for franchises were limited.

Marvel Studios took a gamble on a second-tier hero known as Iron Man, who was created by Lee as a sort of challenge to himself: he wanted to create a hero who would be very unlikable to his anti-establishment audience and force them to like him. And thus, Tony Stark, the billionaire, playboy, industrialist, was born. In the movies, Marvel relied on Robert Downey Jr. to deliver both the audience and a show-stealing performance.

By showing the world what could be done with its remaining superhero properties, Marvel Studios built in an audience for additional films. But Iron Man did so much more. The post-credits appearance of Samuel L. Jackson as Nick Fury told fans there was much more to see — that the world of Iron Man was vastly larger than just Tony Stark.

Every succeeding movie built on the groundwork of Iron Man by adding more to the mythos and getting fans excited for the next new entry. People who would not normally be fans of Norse mythology were interested in seeing Thor thanks to the allusions to Mjolnir in Iron Man 2. People who thought Captain America would be a hokey movie still bought tickets because they knew it was building to something larger. By the time The Avengers was released, it was a foregone conclusion that it would be a true blockbuster.

Studios that had already been making superhero movies for years took notice but found themselves in a difficult situation. 20th Century Fox had been producing X-Men movies for a long time and tried to use the team movies to spin off into solo titles, an inverse of what Marvel had been doing. Unfortunately, to this day, Fox has created only one independent franchise, in Wolverine.

With the success of The Avengers, Fox chose to follow the Marvel model by creating a movie loaded with heroes. The result, X-Men: Days of Future Past, was an incredible movie that deserves its comparisons to The Avengers as among the best superhero movies ever made. But its success is nowhere near the level of The Avengers. Why? Because many of the X-Men characters have been seen together already, and there has been no franchise dedicated entirely to building stories for Magneto, Mystique, Storm, or any of the other heroes featured in DoFP.

Sony Pictures’ answer to Marvel has been to use the Spider-Man villains in their own spinoff movies since the Spider-Man franchise is limited to only one major hero. Rumors abound about a Venom movie, which fans hope will lead to the first screen adaptation of Carnage, and Sony has practically confirmed it will produce a movie based on the Sinister Six, a team of six supervillains.

In its attempts to build a megafranchise, however, Sony has made some mistakes. By cramming several villains into The Amazing Spider-Man 2, none of the new characters were able to flesh out their motivations and become more compelling to movie audiences. Though I believe Amazing 2 actually was pretty amazing, other fans weren’t so happy, thinking Sony displayed for everyone the pitfalls of getting too overzealous when attempting to build a megafranchise.

The worst offender of trying to duplicate Marvel’s success has been Warner Brothers. Time Warner owns DC Comics and has had the rights to make movies based on some of the most popular heroes in the world for a long time. Yet somehow, Warner Brothers has mostly only been able to spit out movies based on their two major icons, Batman and Superman, while completely ignoring their third, Wonder Woman, and doing a poor job with Green Lantern.

In a terribly misguided attempt to catch up to Marvel, Warner Brothers has been working on a sequel to Man of Steel, which has slowly evolved into a prequel to a future Justice League film. In trying to build a megafranchise, Warner Brothers has forgotten that it requires the strength of several independent franchises first. Warner Brothers is looking to skip all of that, hoping that the idea of a Batman versus Superman movie will be enough to sell tickets. And it will be.

Warner Brothers has been considering this crossover movie for decades — and for good reason. There are no two characters more iconic than the Dark Knight and the Man of Steel. But in their impatience, Warner has added Wonder Woman, who should have had her own movie years ago, as a third wheel, as well as Cyborg. Also, no movies starring Flash, Aquaman, Martian Manhunter, Green Arrow, or any other major DC hero have been announced. What Warner Brothers did announce, however, is an official Justice League movie, to be directed by Zack Snyder.

But if a movie is coming out in two years that features DC’s top three heroes together for the first time, what reason do casual superhero fans have of going to see the Justice League movie? Are unestablished Green Lantern and Flash characters going to be interesting enough to sell tickets? It’s doubtful.

Marvel made an effort to make sure we fell in love with their characters who would not normally sell tickets on their own by promising us a greater movie experience in the future. Once we had that experience, we fell in love with the characters, even leaving The Avengers asking for a Black Widow movie, which would have been unheard of a decade ago. The success of the megafranchise has created greater success for its constituent franchises, with Iron Man, Thor, and Captain America all seeing increased revenue for their newest cinematic outings. These successes have even allowed Marvel to take new risks, with D-level properties Guardians of the Galaxy and Ant-Man coming to theaters in the next year.

Marvel has proved that it has a winning formula, but it is one that takes time and patience. Fox is beginning to work toward creating a stronger megafranchise in the X-Men by producing more solo movies for characters outside of Wolverine, but Fox’s lack of faith in strong mutant characters, many of whom are women, is holding the studio back. And Sony has shown the risk of relying too heavily on creating a megafranchise, to the detriment of the existing franchises. But Warner Brothers, which has the strongest chance of creating a tremendous cinematic universe, is missing out on the opportunity to create several strong franchises in favor of taking a quicker path to a megafranchise — one that is unlikely to be able to match the success of The Avengers.

Will Justice League, Sinister Six, and future X-Men team-up movies be successful? As a fan of superhero movies, I certainly hope so. But I am willing to wait for them to be set up correctly. As fans, we would much rather see strong movies based on Wonder Woman, the Flash, Green Lantern, and even Cyborg before being thrust into the world of the Justice League. Unfortunately, the promise of Avengers-level profits have clouded the minds of Hollywood producers. Hopefully, they will start to see things long-term, before a massive flop kills the momentum of the superhero genre.

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Why is Captain America still relevant?

Captain America returns to the silver screen Friday, and in honor of this comic book icon, let us take a look back at the character’s history.

It was 1941. World War II was raging in Europe and the Pacific. Men and women were dying to protect their homelands from invading armies. Hitler, Mussolini, and Hirohito were guiding their nations toward new world empires. And the United States was enjoying its status as a neutral nation, content with being the Arsenal of Democracy. Some Americans, however, saw that entry into the war was inevitable, and it was important that we be on the right side.

Joe Simon and the legendary Jack Kirby were two such men. These comic book visionaries saw an opportunity to voice their politics and make a few dollars on the way. Captain America, a living symbol of the United States itself, was introduced in Captain America Comics #1, in March 1941 — a rare situation where the publishers had such faith in a character that they debuted him in his own book. The attacks on Pearl Harbor were still 9 months away, yet the debut issue saw Cap socking Adolf Hitler in an illustration still satisfying today. Simon and Kirby, both of Jewish families, used the comic to voice their concerns against the Third Reich. Even if America was officially neutral, Simon and Kirby knew Hitler was a real-life supervillain, and Captain America could stop him.

Captain America is a stunning character. Despite his genesis as wartime propaganda, the character has survived and flourished to this day. How is it that a character so defined by a long-passed era in history is still so relevant in the age of the smart phone?

Captain America does not necessarily evolve like Batman but is not as much of a static symbol as Superman. While both heroes represent the American ideal, Steve Rogers has a much more unique character compared to the Man of Steel, whose character is more defined by brute strength than cunning and tactical mastery.

Steve Rogers was a regular man. He had been a scrawny, naive boy who just wanted to fight for his country, and fight for what he believed was right. Steve was willing to do anything, even undergo a dangerous and untested experiment, to make himself strong enough to fight the Nazis. He represents the person we wish we could be and know we can become.

The Super Soldier serum gave Rogers near-perfect capabilities. Captain America is not impervious to bullets or faster than the speed of light, but is as fast and strong as any human can conceivably become. He is a character who is only as capable as any of us can be.

Cap remained popular throughout World War II, but became an anachronism when the patriotic fervor of wartime died down. As a result, the hero faded away from publications.

Nearly 20 years later, the hero was revived to head up a super-team, the Avengers. In Avengers #4, the old hero was found, frozen in suspended animation. When revived, Cap became a new, more intriguing character. No longer was he simply a symbol of America in a time of war. He was now the living anachronism, a man out of time, a man haunted by the death of his sidekick, with memories of the worst time in human history, trying to adjust to the world of the 1960s.

Cap was the perfect man to lead the Avengers. A team full of hot-headed individuals like Thor, Iron Man, and Ant-Man needed a uniting symbol to rally the troops. Cap was a hero to the heroes, and a warrior of honor to be respected and revered.

Captain America became the traditional leader of the Avengers through most incarnations of the team. His tactical abilities make him an invaluable member of the group, even if his strength and speed can’t compete with his teammates like Thor and Quicksilver. Cap’s abilities are so valued that, even in a rare crossover comic featuring the stars of Marvel’s Avengers and DC’s Justice League, JLA/Avengers, Rogers was asked by Superman to lead the joint effort to bring down the supervillain Krona with no objections made by any of the other heroes.

Captain America’s status as a symbol has allowed him to tackle some of the United States’ most difficult and controversial topics over the decades. The first African-American superhero in mainstream comics, the Falcon, was introduced in Captain America #117 in 1969. The Watergate scandal was handled by Cap, with the hero becoming so disillusioned with his government that he abandoned his longtime moniker in favor of “The Nomad,” to denote his status as a man without a country. Rogers eventually re-assumed the identity of Captain America, deciding he should act as the symbol of the American ideal, not the American government.

In the 1980s, Cap was placed into an impressively progressive story arc. Rogers found his best friend from childhood, Arnie Roth, still alive after all these years. Arnie is, without ever explicitly stating it, obviously gay. This revelation doesn’t phase Cap in the least. Captain America accepted his friend for who he was without ever questioning Arnie or himself. Rogers continued to be emblematic of Americans at our best.

It was only a matter of time before one of America’s icons made a successful venture onto the big screen. Seventy years after his debut, Captain America: The First Avenger did a magnificent job of telling the essential origin story for the Marvel Cinematic Universe’s first superhero. Cap was shown in his element, punching Hitler, fighting Nazis wielding super-weapons, and inspiring his troops to follow his example. He saved the world from nuclear-level catastrophe and sacrificed himself in the process. His actions would reverberate across the Marvel world and inspire generations of heroes.

In the deleted scenes to Marvel’s masterpiece work, The Avengers, Chris Evans’ Rogers character is shown adapting to a world no longer his own. Unlike in the comics, in which Cap was revived after only 20 years, the cinematic Rogers was revived after nearly 70 years and was introduced to a world far beyond his comprehension. It’s a shame these scenes did not make the final cut, as Evans’ acting ability is on full display when he portrays Captain America as a lost soul trying to find his way in a new world. The subtlety in his expressions brings the inner turmoil to light remarkably well.

The success of The Avengers was unparalleled for a movie based on a comic book property, but it is the success of the Captain America standalone movie that is truly astounding. Pulling in $370 million worldwide and receiving a 79 percent approval rating on Rotten Tomatoes, Captain America proved that Cap is a hero for all ages. But how?

In a world full of cynics and overwhelming use of irony, Captain America seems quaint and ridiculous — an odd relic from a more black-and-white time in which good and evil could be easily defined. Perhaps we yearn for that level of simplicity and can relate to Cap’s struggle to understand a world of deeper conflict. Maybe Captain America speaks to the more innocent times all of us experienced in our lives. He acts as a reminder of our idealism and the world we wish to see. Or maybe we can all relate to the scrawny kid who just wanted to do good. Captain America has always been a man who speaks to what we want to be and is the appropriate surrogate for when times get tough. We may not be able to stop Hitler, but Cap can travel to Germany and sock him on the jaw for us.

When Captain America: The Winter Soldier comes to theaters Friday, we will see the return of Cap, Black Widow, and Nick Fury, along with the introduction of the Falcon and the Winter Soldier. The movie promises to examine government overreach and the military-industrial complex. Cap will again fill the role of the common man working to fix the mistakes of our world. Winter Soldier looks to be a movie that will challenge our view of the world and ourselves — and will look really cool when doing it.