Marvel Studios Must Stop Overpromising on Genre Diversity

Important Insights

Marvel Studios has faced challenges in delivering on its genre expectations for projects like Doctor Strange and She-Hulk.
Feige is prioritizing quality storytelling over the sheer number of releases, exploring narratives beyond the primary franchise.
The upcoming lineup, including Captain America: Brave New World, appears promising in fulfilling genre expectations.

In the realm of the Marvel Cinematic Universe, president Kevin Feige is consistently aiming to elevate the franchise. Each new release offers an opportunity to explore different genres, ranging from horror to psychological thrillers and legal dramas—Marvel Studios is determined to innovate with each endeavor. However, this ambition doesn’t always translate effectively into reality.

In the past, the studio suggested that Doctor Strange in the Multiverse of Madness would bring a genuine horror experience. Furthermore, it was indicated that She-Hulk would be a light-hearted legal comedy, drawing inspiration from shows like Ally McBeal. For many fans, the Doctor Strange sequel failed to deliver on its horror promise, and She-Hulk did not live up to its expectations of being a true legal comedy. This has resulted in mounting frustration among the audience, who feel that Marvel Studios is struggling to meet its own genre commitments.

An Examination of Marvel Studios’ Genre Promise Failures

Promotional image for Doctor Strange in the Multiverse of Madness featuring Doctor Strange and the Scarlet Witch

Even with an expansive and successful movie franchise under its belt, Marvel Studios continues to learn and adapt after releasing over thirty films. Despite criticism that its films often share a similar aesthetic, Feige strives to diversify the overall experience with each release. Notably, Captain America: The Winter Soldier effectively embraced the political thriller genre, while WandaVision introduced viewers to a fresh series that tackled serious themes through various television styles. However, despite these successes, not every production has effectively captured new genres. Recent releases still feel repetitive, lacking the innovation that fans anticipated. The standout example is Doctor Strange in the Multiverse of Madness, which was heavily marketed as a horror film—yet fans left feeling it fell short of those expectations.

She-Hulk, another major Disney+ production, featured a promising cast led by the talented Tatiana Maslany and a head writer recognized for an iconic episode of Rick and Morty. Despite the show’s strong elements, it seemed to stray away from its intended legal comedy focus. Two years post-premiere, a second season seems unlikely, exemplifying how Marvel Studios sometimes falters by setting unattainable expectations. Nonetheless, the franchise has the capacity to learn from these missteps, especially with its current slate of upcoming projects.

Strategizing Future Genre Exploration for Marvel Studios

Looking ahead at Marvel Studios’ forthcoming projects, there is potential to genuinely deliver on prior promises. Captain America: Brave New World, which continues the story from The Falcon and the Winter Soldier, seems poised to revive the Captain America legacy. Despite the struggles faced in bringing The Falcon and the Winter Soldier to life due to extensive rewrites during COVID-19, Marvel Studios dedicated time to refine Brave New World, evident from the positive reactions to its preliminary footage—which hints at a return to the thrilling narratives reminiscent of The Winter Soldier. Additionally, Thunderbolts presents a unique focus on the studio’s villains, paving the way for new storytelling paths. It appears Marvel is venturing beyond its established formulas with upcoming films—especially The Fantastic Four: First Steps—which aim to carve a distinctive identity.

Feige appears determined to redefine boundaries within the Marvel Cinematic Universe. Rather than relying solely on previous successes, the studio is shifting its focus towards quality over volume. Importantly, Marvel is now inclined to explore narratives beyond the central franchise on Disney+. Agatha All Along embodies this shift, successfully capturing the whimsical, witch-related spirit initially promised, providing fans with a fresh and compelling storyline week after week. As Marvel Studios continues to explore new genres, it should prioritize the successful elements found in Agatha All Along while ensuring that future projects genuinely reflect their promised themes.

Captain America: Brave New World is scheduled for release on February 14, 2025.

Source