The Privelige Of The MCU’s Heroes

Marvel’s heroes are part of the problem.

There’s been a lot of good storytelling in the Marvel Cinematic Universe over the last 12 years. Black Panther, Captain America: The First Avenger, Thor: Ragnarok and others particular stand out from among the 20 movies as particularly enjoyable and well-told stories offering something new and creative in the superhero genre.

There’s also a problem with many of them that I never quite noticed until recently rewatching Captain America: The Winter Soldier.

Now Winter Soldier is a movie I’ve watched and greatly enjoyed a few times before. It’s usually ranked among my favorites of the MCU for how it uses Marvel characters to tell an updated version of a late-70s paranoid political thriller. Chris Evans fully comes into the role of Cap in the film, Scarlett Johansson gives my favorite of her performances as Black Widow and you can never go wrong with Robert Redford gliding through every scene.

This last time through it, something stuck out at me, though. It’s a moment right at the end of the film, with Natasha Romanov testifying before Congress about how Hydra was able to infiltrate SHIELD for decades, coming within seconds of killing millions of citizens because it deemed them a potential future threat. Why, one individual asks, shouldn’t she and others who aided – albeit unwittingly – this massive conspiracy be put behind bars?

In response she says they won’t put her in jail because, despite the role they played previously, they’re the ones best qualified to fix the very problems they contributed to.

You’ll recognize this logic from every appointment of an oil industry executive to the EPA because “they have experience with this subject matter.” Or the committees making recommendations on reform in the financial sector that are staffed solely be executives from the biggest firms in that industry.

It’s not an uncommon sentiment in the MCU, either. In the first two Iron Man movies, Tony Stark’s entire philosophy is that despite the fact that his irresponsible business practices having put terrible weapons in the hands of terrible people, he should be trusted to clean up that mess. Not only that, but he embodies the conservative notion that the duties traditionally entrusted to government should instead be handed over to the wealthy elite. He resists any government oversight or accountability of Iron Man, asking instead he simply be trusted.

At the end of The Avengers, Nick Fury is asked if he knows where the various heroes are and how he’s planning on reassembling them if the world faces another day like no other. Not really, he says, simply hoping and believing they’ll be there when needed. That sentiment is picked up by Secretary Ross in Civil War, when he asks if anyone knows where Thor or Hulk are, rightfully pointing out he’d be in a heap of trouble if he lost a couple nuclear weapons.

While there are plenty of issues that can be taken with the story in Civil War, Ross’s point is not necessarily one of them. But in this case, Tony Stark’s conversion from “I privatized world peace” to “We need to be put in check” comes off less as realizing he and those like him are part of the problem than from, it seems, him wanting to pass the buck of accountability on to someone else.

That mindset is understandable from characters like Rhodes and Romanoff, who have both operated extensively within military structures and who feel comfortable there. Stark, though, has seen his high-flying adventuring go badly and would like to have someone else deal with it, thank you very much.

(Side note: Captain America might be expected to take a similar approach as Rhodes given his military background. His intransigence on the issue always seemed somewhat arbitrary, especially since it’s justified solely by saying they can be trusted to make the best decisions on their own. More than any other MCU character, Cap has had his belief in “the system” shaken, first finding out SHIELD was using Hydra weapons in The Avengers and then finding out SHIELD *is* Hydra in The Winter Soldier. If Civil War had grounded his stance in this experience it would be a lot more defensible.)

It’s equally understandable why Barton, Wilson and others would disagree, given they don’t come from such privileged backgrounds even if many of them were also military in some fashion. The opposing side is made up of those who have been in the muck a lot longer and worked to lift themselves out. Barton doesn’t have a super suit, he’s just *really* good at what he does. Wilson is like Rhodes in many ways, but doesn’t have the benefits of a long friendship with a playboy billionaire philanthropist aiding his way. Scott Lang, of course, is a criminal who operates outside the system. Wanda is an orphan who lost her brother.

When Romaoff says she and the other heroes are the ones most qualified to clean up the mess created by the fall of Hydra, she’s hinting at what’s to come in Civil War. She’s also mimicking the testimony of every executive in the wake of some crisis. Consider how little changed in the 10 year following the 2008 financial crisis, with many of those who were in charge then still in charge a decade later. This quote from a story on what some of those leaders said in a Congressional inquiry is indicative of that “those who created the problem should be trusted to clean it up” philosophy and sounds a lot like Romanoff’s rebuke:

The witnesses said they supported tighter oversight, but warned against going too far.

Right. Because you wouldn’t want to “go too far” in the wake of the complete collapse of the American housing market, one caused by banks and not homeowners. And you wouldn’t want to go too far in the wake of revelations that an international terrorist organization had compromised a global security force.

Those in power are loath to relinquish that power, especially when the opportunity comes along to be free from any negative repercussions that might happen while exercising that power. It’s unfortunate to see that kind of privilege on display in the MCU.

Avengers: Endgame – Marketing Recap

You can read the rest of my recap of the marketing campaign for Avengers: Endgame at The Hollywood Reporter. My coverage of the PSA effort for Stand Up To Cancer also ran on Adweek.

Online and Social

For such a big movie, Marvel’s official website isn’t very informative, perhaps by design. You’ll find both trailers and some basic background on the film, including links to on-site blog posts offering readers a refresher on what’s come before, as well as a list of the promotional partners who helped draft off the movie’s buzz.

Media and Publicity

Of course the movie couldn’t help but come up as the cast was out promoting other projects, as Smulders, Jackson and others were all compelled to comment on it in some manner.

Ruffalo appeared on “The Tonight Show” to help debut the second trailer and answer (or not) questions about the movie. Duke also mentioned the movie while promoting Us last month.

A substantial profile on Evans had the actor talking about not only the future of Captain America and his part in the MCU but also the political stances he’s taken, with him saying staying silent wasn’t an option even if it meant alienating some portion of the audience and potentially costing him work.

The movie’s substantial length became the focus of many conversations in the last month prior to release following the revelation that it was clocking in around three hours, a full 30 minutes longer than Infinity War. The Russos rationalized the expanded time by pointing out the movie wrapped up the story that had been told over 20+ movies and featured dozens and dozens of characters.

A different subset of cast members appeared on “Jimmy Kimmel Live” each night the week of April 8-12, bringing clips and more. That started with Downey, Johannson, Hemsworth and Rudd followed by Renner and Cheadle. Around the same time they showed up on “Good Morning America.”

In the final few weeks of the press cycle, two themes emerged in terms of what the cast and crew were telling interviewers and talk show hosts:

  1. “Let us explain…” That’s what the Russo brothers did to clarify why Captain Marvel is wearing more makeup in this movie than she did in her solo outing (a ridiculous topic).
  2. “We don’t know nothing…” That’s what Hemsworth, Cheadle and others did when asked what they knew about the movie’s story, which isn’t surprising given they’re all just small parts in a very big machine.
  3. “[X] has returned…” That’s what was behind interviews and profiles of Tessa Thompson, who confirmed that she couldn’t confirm anything, and Rudd/Renner, who spoke of how they are finally able to rejoin their comrades.

An EW cover story reunited the original team for a retrospective interview and offered up other photos and details, but not too much.

At the end of the campaign there were profiles of Feige as well as his two long-time aides. The screenwriters were interviewed on how they worked to bring together so many different storylines and characters into something coherent as well as how they reintroduced some of the previously missing heroes. Feige and Downey Jr. reminisced on the beginnings of the MCU, when the idea of a shared cinematic universe was still a “best case scenario” and the bets were much more unsure.

Rudd was announced as the host of an upcoming episode of “Saturday Night Live.”

One final TV spot released the day the movie hit theaters played up the overwhelmingly positive reviews it was getting. A video had a bunch of the stars reminding the audience not to spoil anything for those who haven’t seen it yet.

Adding to the movie’s profile was the news from Fandango it now held the record for the most advance tickets sold.

Larson came on “The Tonight Show” and revealed she shot her first appearance with the rest of the Avengers – which appears at the end of her own movie – on a green screen with no one else around and no idea what her one line meant. Rudd also appeared to have some fun with Fallon.

The media agency Kantar estimated that all in, Disney spent close to $14 million on the marketing and advertising campaign, with TV buys making up a little over half of that and a good chunk of the advertising coming the day tickets went on sale a couple weeks ago.

avengers-endgame-kantor-chart

Another profile of Winston Duke mentioned this movie as well as his appearance in Us.

More details revealed here on the partnership with Fortnite.

Overall

avengers endgame gif

Picking Up the Spare

Wayne Friedman at MediaPost points out how the majority of the movie’s campaign – and ad spending – came in the final month leading up to release. Jeff Beer at Fast Company also has his own recap of some of the movie’s cross-promotional campaign. There was also a look at how altered shots in the trailers kept some of the movie’s secrets hidden. 

Google added a fun little tool for those who searched for “Thanos.” 

Additional TV spots promised a “once in a generation event” and played up all the records the movie was breaking. 

Another short promotional video shows how every movie has lead to this one while also reminding audiences not to spoil the ending for anyone. Some of the cast reminisced about their favorite memories as part of the MCU. 

Brolin appeared on “Kimmel,” as did Sebastian Stan. 

IMAX continued promoting the filmmakers use of its large-format cameras with another video. 

Trolls continued to hound Larson, criticizing her junket appearances to the point where costar Don Cheadle felt the need to smack them down. 

The writers and directors of the movie kept talking about various aspects of the story and characters. 

Once the spoiler lid lifted more details about the story started to official come out, including a profile on the effects of Professor Hulk, who was also featured in a clip. 

Gillan was the subject of two profiles focusing on her role in the movie. 

The Winners and Losers in the Last 10 Years of Movie Marketing at San Diego Comic-Con (Part 1)

Later this week the entertainment press and countless fans will descend upon the San Diego Convention Center for this year’s installment of San Diego Comic-Con. The convention, which runs four days, is massive, taking up the entirety of the center with other stunts spilling out into the surrounding area.

This is the 48th year of the geek gathering and it’s long been a favorite target for movie studios looking to sell their upcoming movies to an audience with the potential to turn into a rabid fanbase. It’s not just science-fiction and fantasy movies that have been pitched here, though. Spy stories like Salt, comedies like Superbad and others have also been brought here in an attempt to get people talking and hopefully create a few movie ticket buyers.

Still, genre movies are the bread and butter of the event as they line up clearly with the interests of attendees who are more than happy to drop $250 on that ¼ scale resin bust of Peter Venkman from Ghostbusters. So we’re going to look back over the last 10 years at just a small snapshot of the movies that have had a significant presence at SDCC to see how they’ve fared. Here’s 2007 through 2011.

2007 – The Winner

iron man pic

Today the Marvel Cinematic Universe is the model every studio is trying replicate. The Mummy tried to establish a “shared universe” with its marketing, as did King Arthur and many other movies over the last few years. But in 2007 we were introduced to Robert Downey Jr. in advance of the first Iron Man movie, which went on to box office success and set the stage for the next 10 years (and more) of movies featuring Marvel’s cast of characters.

2007 – The Disappointment

Speed Racer should have been a hit. It was the first movie from the Wachowskis following their massive Matrix trilogy and, as an adaptation of a beloved cartoon, was pretty well positioned to do well with this crowd. While the initial buzz was pretty good, though, it never connected with a mass audience. The movie still has ardent fans and is occasionally rediscovered and given new appreciation, but it’s not a household name.

2008 – The Winner

twilight pic

Many people like me were skeptical the Twilight franchise could become a box office hit. Surely the success of the books was a fluke, right? Nope. The cast and crew of the first movie stopped by SDCC in 2008, a few months before the movie opened, and went on to become a hit. An important reminder here that it’s not just “fanboys” here, or at any other geek gathering, but a diverse audience that wants lots of stories, not just super-violent superheroes.

2008 – The Disappointment

Does The Watchmen count here if it ultimately made over $100m domestically? How about Keanu Reeves’ overly-heavy and boring The Day The Earth Stood Still remake? Or The Spirit, which confused and turned off audiences with its odd visual style? Honestly, these are just a few of the movies that tried to enlist the San Diego crowd but failed to launch. Rough year.

2009 – The Winner

avatar pic

Clearly, Avatar is the big boy in this crowd. Director James Cameron came out and showed off the movie’s incredible visuals, which connected on every level with those in attendance. Not just that, but those who got a first look went back home and turned everyone else they knew onto the movie, turning it into one of the biggest box-office success of all time.

2009 – The Disappointment

Disney pulled out all the stops to sell TRON: Legacy, a sequel to the 1982 sci-fi classic, including real-life deployments of Flynn’s Arcade at various events and an appearance at Comic-Con. It’s odd to call this a disappointment because it scored over $170m in ticket sales, but the overall reception to the movie was very mixed. The lack of a follow-up in the last eight years shows it wasn’t enough for someone to keep things going.

2010 – The Winner

the-avengers-2012

The first solo outings for both Captain America or Thor weren’t even out when Marvel went about as big as any studio had gone before or has gone since, bringing out the entire cast of The Avengers, which wouldn’t come out for two more years. Director Joss Whedon appeared on stage as well, as the audience was really introduced to the Marvel Cinematic Universe for the first time.

2010 – The Disappointment

Again, which one to pick? Scott Pilgrim Vs The World should have been the biggest movie of the decade based on buzz out of both SDCC and SXSW but didn’t catch on with audiences. Geek God Harrison Ford made his first San Diego appearance to promote Cowboys & Aliens but it wasn’t enough to get people talking about – or watching – that genre mashup. Seth Rogen didn’t make a convincing comic hero in The Green Hornet. And then there’s Green Lantern, which didn’t do badly but has become such a punchline it was used as a throwaway joke in Deadpool.

2011 – The Winner

amazing spider-man pic

The Amazing Spider-Man, with Andrew Garfield rebooting the Spider-Man franchise, is probably the biggest box-office success to come out of SDCC this year. It loses points for being rebooted just four years later, though, and I have to mention Attack the Block, a movie about aliens attacking a block of London flats and being repelled by the residents there. It didn’t light up the box-office but has an impeccable reputation among critics and introduced us to John Boyega, who the rest of the world discovered four years later when he starred in Star Wars: The Force Awakens.

2011 – The Disappointment

Colin Farrell took over for Arnold Schwarzenegger in the remake of 1990’s Total Recall. Despite the brand recognition and the big names involved, including director Len Wiseman, the spark failed to ignite. The Adventures of Tin-Tin, which combined the geek muscle of Steven Spielberg, Edgar Wright, and Peter Jackson but which couldn’t sell its animated look to audiences, would also qualify here.