‘Avengers’ Directors Say Marvel’s Recent Problems Aren’t Due to Superhero Fatigue but a ‘Big Generational Divide About How You Consume Media’
29.04.2024 - 14:35
/ variety.com
Zack Sharf Digital News Director Filmmakers Joe and Anthony Russo were responsible for some of Marvel’s biggest box office hits, from “Captain America: Civil War” to “Avengers: Endgame,” but they don’t necessarily believe superhero fatigue is to blame for the studio’s recent struggles. Marvel had a tough 2023 with two flops: “Ant-Man and the Wasp: Quantumania” and “The Marvels.” Speaking recently to GamesRadar+, the directors said that Marvel’s current issues boil down to the changes in how people absorb media: It’s a Hollywood-wide issue, not just a Marvel one.
“I think it’s a reflection of the current state of everything. It’s difficult right now, it’s an interesting time,” Joe Russo said.
“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.” “There’s a big generational divide about how you consume media,” he continued. “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 are ‘I want it now, I want to process it now’, then moving onto the next thing, which they process whilst doing two other things at the same time. You know, it’s a very different moment in time than it’s ever been.
And so I think everyone, including Marvel, is experiencing the same thing, this transition. And I think that really is probably what’s at play more than anything else.” Joe Russo noted that the new generation of moviegoers communicates largely though “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.” “I
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