this post was submitted on 28 Apr 2025
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They didn't use to.
The problem is the studios have gotten lazy and risk adverse.
The reason why Endgame was so huge was because the studio took some risks and did the work to set everything up for that payoff.
There were movies in the first few phases that fell flat, like Thor 2, but even that movie pushed the plotlines forward.
Post Endgame, marvel hasn't really had a unified plan. They've also become so risk adverse that if any given movie underperforms, it kills the entire plotline.
Which leads to movies that don't have meaningful character growth, so who cares about those characters? Or those movies?