With the recent franchise-building attempts from other comic book movies having difficulty getting an expanded universe established, I've been hearing lots of opinions on why the Marvel Phase 1 movies were so successful in contrast. I've heard many people attribute this to a consistent vision by a core team of people (centered around Feige) that understood the Marvel characters well and patiently introduced them to general movie audiences, and I think that's definitely a good summary at a high level, but I wanted to go through the Phase 1 movies individually and really delve into the challenges and circumstances around each, since I think there's more to it than just that, including some very lucky happenstances along the way. To make this readable, I will try to keep the ideas to bullet points of where I think each movie succeeded, where it fell short, and in some cases where circumstances aligned to achieve unexpected success.
Iron Man (2008)
Where It Succeeded:
- proved that a comic book movie that mixed both serious and fun elements could be accepted by the general movie audience without being considered "corny" (this was essential and ultimately became the cornerstone for all future MCU movies)
- proved that a good story and well made movie, resulting in good WOM and critical reception, could be just as important as brand recognition (it's important to realize that Iron Man would have been considered only a "B" list hero at this time)
- established the after credits scene in Marvel movies as a bonus to comic book fans and to generate excitement for future movies
Completely Unexpected/Excessive Success:
- casting of RDJ as Tony Stark
- significant box office profit
In summary, the first Iron Man movie overcame significant challenges by actually going against accepted wisdom (at the time) that CBM's had to be dark and serious to work, or had to have brand name recognition in their heros, and instead focused on creating an absolutely solidly crafted movie that became successful through the hard work of its creators. Plus, it absolutely knocked it out of the park with its casting of RDJ in the main role of Tony Stark/Iron Man.
The Incredible Hulk (2008)
Where It Succeeded:
- rebooted the Hulk with a new actor and in an Iron Man style/tone, and created a good movie that was well received, which was not an easy task considering only five years had passed since the first (mostly failed) attempt at a Hulk movie
- proved that movie tie-ins and references could work with audiences to establish the larger universe, and that there was a demand for this universe
In summary, there was a fair amount of risk in making The Incredible Hulk, but this is a good example of the vision of the creative team in action, since they stuck to what they thought would work, and believed in their characters. They didn't play it safe and postpone the release, and they ignored many of the other "accepted wisdoms" that I'm sure were attempted to be forced upon the production of this movie.
Iron Man 2 (2010)
Where It Succeeded:
- RDJ cemented himself as Tony Stark/Iron Man, proving that the first movie wasn't a one hit wonder
- strong financial success
- established Black Widow as a hero for following movies
Where It Fell Short:
- had a very weak villain, and ended up not being a particularly great movie
- went a little too strong into the tie-ins, and some of the many "establishing future movie" plot lines -- like Black Widow -- felt like they were forced into the movie
In summary, Iron Man 2 was the least risky of all the Phase 1 movies (by far), but it was also the first real misstep (IMO), with it being a fairly poor movie overall. Stil, its strong financial success definitely proved that building out the Marvel comic book universe could continue.
Thor (2011)
Where It Succeeded:
- proved once again that a hero (and setting!) that many perceived as "corny" could be made accessible to a general movie audience
- established Loki as a villain to be used in following movies
- established Agent Coulson and SHIELD for following movies
- established Hawkeye as a hero for following movies
- expanded the MCU beyond the setting of "Earth"...meaning that Asgaard/etc could then be used as leverage to bring in a lot of other franchises and "cosmic" type story lines
Where It Fell Short:
- the movie's relatively low budget definitely showed in many areas, including a disappointingly small scale final battle
Completely Unexpected/Excessive Success:
- casting of Tom Hiddleston as Loki, Chris Hemsworth as Thor, Clark Gregg as Agent Coulson
In summary, I would argue that Thor was the most risky (after the initial Iron Man release) movie of Phase 1, mostly because it was the most essential in reaching the final goal for Phase 1 of the team up Avengers movie. If this "fish out of water" crossed with "Shakespearean conflict between siblings" movie had failed, then with two poorly crafted movies in a row (IM2 being the first) the Avengers movie might easily have never been made. Yet Thor was ultimately successful in telling a good story, and balanced a lot of constraints in establishing other characters (Marvel had obviously learned a lot about what didn't work in the reception to IM2, and used this knowledge to make Thor feel a bit more organic in how the plot tied these together), plus it served as an important springboard for mentioning Infinity Gems, Thanos, etc. In retrospect, not only was Thor essential in realizing the suddenly achievable final goal of an Avengers movie, but it also set the stage for much of Phase 2. Lastly, like with RDJ, the casting choices in the movie turned out much better than anyone could have reasonably hoped, which would prove very important down the road.
Captain America (2011)
Where It Succeeded:
- beyond a shadow of a doubt proved that a superhero perceived as "corny" could be successful with a general audience, and that Marvel didn't need to add exaggerated flaws to their characters in a ultimately foolhardy attempt to make them seem "cool"
- casting of Chris Evans as Captain America
- excellent character establishment for who the hero of Captain America is, especially his motivations and beliefs/morals
- established Macguffin (the Cosmic Cube) to be used in the Avengers movie
Where It Fell Short:
- second half of the movie was not as strong as the first half
In summary, Captain America is definitely the movie where the vision and understanding of the characters by the core creative team came to the forefront for the MCU, because they absolutely nailed what Captain America means as a superhero. At this point in Phase 1, comic book fans knew their beloved heros were in good hands, and general movie audiences knew they would get good entertainment for their dollar. Not to be overlooked is the fact that the stigma of "corny" superheroes was no longer a worry for the majority of fans, creators, and investors, after the box office success of Captain America was apparent.
The Avengers (2012)
Where It Succeeded:
- proved an ensemble superhero film could work and bring together multiple storylines from previous movies into a single, coherent plot
- recast Mark Ruffalo as the Hulk/Bruce Banner
- the character of Agent Coulson
Where It Fell Short:
- the character of Hawkeye
Completely Unexpected/Excessive Success:
- audience reception in many theaters turned watching the movie into an "event" and an experience that made enjoyment, excitement, and enthusiasm feel contagious
- massive box office success
- Joss Whedon as director
- casting of Samuel L. Jackson as Nick Fury
- Loki as the main villain being a hit with both audiences and comic book readers (the actual Avengers issue 1 plot has Loki as the threat which forces the heroes together to form a team, which is a nice nod to the hardcore fans)
- CGI for the Hulk
Rather than talk more about The Avengers, I'll just save myself some time and do a summary/TLDR of the specifics of why Marvel Phase 1 succeeded so spectacularly. Yes, the creative vision, along with the belief and understanding of the characters, is a large reason for the success, so it's no surprise that the patience of Marvel in establishing their heroes with audiences is the talking point most discussed. However, I see the willingness of the studio to take risks (for possibly massive rewards) as an equally important factor. Just look at the level of risk taken in Avengers alone with recasting the actor for Hulk, and then bringing in a relatively inexperienced and unsuccessful director named Joss Whedon. Or the risk of making fun (and "corny") super hero movies, which was widely considered box office death back in 2008. Those were not easy calls to make, and someone had to know strongly that they were the right decisions, and thereby put their job and reputation on the line. Also, the incredible casting choices really stand out in the final analysis, especially in the way so many of the actors exceeded expectations in how well they were accepted by audiences, despite many of them being relative unknowns at the time of their casting. A large number of characters and actors in the MCU now seem absolutely inseparable, which is not all that common and may be overlooked a bit I feel.
Anyways, just wanted to share all these thoughts. Any important threads you think were missed in this (apologies) massive wall of text?
Iron Man (2008)
Where It Succeeded:
- proved that a comic book movie that mixed both serious and fun elements could be accepted by the general movie audience without being considered "corny" (this was essential and ultimately became the cornerstone for all future MCU movies)
- proved that a good story and well made movie, resulting in good WOM and critical reception, could be just as important as brand recognition (it's important to realize that Iron Man would have been considered only a "B" list hero at this time)
- established the after credits scene in Marvel movies as a bonus to comic book fans and to generate excitement for future movies
Completely Unexpected/Excessive Success:
- casting of RDJ as Tony Stark
- significant box office profit
In summary, the first Iron Man movie overcame significant challenges by actually going against accepted wisdom (at the time) that CBM's had to be dark and serious to work, or had to have brand name recognition in their heros, and instead focused on creating an absolutely solidly crafted movie that became successful through the hard work of its creators. Plus, it absolutely knocked it out of the park with its casting of RDJ in the main role of Tony Stark/Iron Man.
The Incredible Hulk (2008)
Where It Succeeded:
- rebooted the Hulk with a new actor and in an Iron Man style/tone, and created a good movie that was well received, which was not an easy task considering only five years had passed since the first (mostly failed) attempt at a Hulk movie
- proved that movie tie-ins and references could work with audiences to establish the larger universe, and that there was a demand for this universe
In summary, there was a fair amount of risk in making The Incredible Hulk, but this is a good example of the vision of the creative team in action, since they stuck to what they thought would work, and believed in their characters. They didn't play it safe and postpone the release, and they ignored many of the other "accepted wisdoms" that I'm sure were attempted to be forced upon the production of this movie.
Iron Man 2 (2010)
Where It Succeeded:
- RDJ cemented himself as Tony Stark/Iron Man, proving that the first movie wasn't a one hit wonder
- strong financial success
- established Black Widow as a hero for following movies
Where It Fell Short:
- had a very weak villain, and ended up not being a particularly great movie
- went a little too strong into the tie-ins, and some of the many "establishing future movie" plot lines -- like Black Widow -- felt like they were forced into the movie
In summary, Iron Man 2 was the least risky of all the Phase 1 movies (by far), but it was also the first real misstep (IMO), with it being a fairly poor movie overall. Stil, its strong financial success definitely proved that building out the Marvel comic book universe could continue.
Thor (2011)
Where It Succeeded:
- proved once again that a hero (and setting!) that many perceived as "corny" could be made accessible to a general movie audience
- established Loki as a villain to be used in following movies
- established Agent Coulson and SHIELD for following movies
- established Hawkeye as a hero for following movies
- expanded the MCU beyond the setting of "Earth"...meaning that Asgaard/etc could then be used as leverage to bring in a lot of other franchises and "cosmic" type story lines
Where It Fell Short:
- the movie's relatively low budget definitely showed in many areas, including a disappointingly small scale final battle
Completely Unexpected/Excessive Success:
- casting of Tom Hiddleston as Loki, Chris Hemsworth as Thor, Clark Gregg as Agent Coulson
In summary, I would argue that Thor was the most risky (after the initial Iron Man release) movie of Phase 1, mostly because it was the most essential in reaching the final goal for Phase 1 of the team up Avengers movie. If this "fish out of water" crossed with "Shakespearean conflict between siblings" movie had failed, then with two poorly crafted movies in a row (IM2 being the first) the Avengers movie might easily have never been made. Yet Thor was ultimately successful in telling a good story, and balanced a lot of constraints in establishing other characters (Marvel had obviously learned a lot about what didn't work in the reception to IM2, and used this knowledge to make Thor feel a bit more organic in how the plot tied these together), plus it served as an important springboard for mentioning Infinity Gems, Thanos, etc. In retrospect, not only was Thor essential in realizing the suddenly achievable final goal of an Avengers movie, but it also set the stage for much of Phase 2. Lastly, like with RDJ, the casting choices in the movie turned out much better than anyone could have reasonably hoped, which would prove very important down the road.
Captain America (2011)
Where It Succeeded:
- beyond a shadow of a doubt proved that a superhero perceived as "corny" could be successful with a general audience, and that Marvel didn't need to add exaggerated flaws to their characters in a ultimately foolhardy attempt to make them seem "cool"
- casting of Chris Evans as Captain America
- excellent character establishment for who the hero of Captain America is, especially his motivations and beliefs/morals
- established Macguffin (the Cosmic Cube) to be used in the Avengers movie
Where It Fell Short:
- second half of the movie was not as strong as the first half
In summary, Captain America is definitely the movie where the vision and understanding of the characters by the core creative team came to the forefront for the MCU, because they absolutely nailed what Captain America means as a superhero. At this point in Phase 1, comic book fans knew their beloved heros were in good hands, and general movie audiences knew they would get good entertainment for their dollar. Not to be overlooked is the fact that the stigma of "corny" superheroes was no longer a worry for the majority of fans, creators, and investors, after the box office success of Captain America was apparent.
The Avengers (2012)
Where It Succeeded:
- proved an ensemble superhero film could work and bring together multiple storylines from previous movies into a single, coherent plot
- recast Mark Ruffalo as the Hulk/Bruce Banner
- the character of Agent Coulson
Where It Fell Short:
- the character of Hawkeye
Completely Unexpected/Excessive Success:
- audience reception in many theaters turned watching the movie into an "event" and an experience that made enjoyment, excitement, and enthusiasm feel contagious
- massive box office success
- Joss Whedon as director
- casting of Samuel L. Jackson as Nick Fury
- Loki as the main villain being a hit with both audiences and comic book readers (the actual Avengers issue 1 plot has Loki as the threat which forces the heroes together to form a team, which is a nice nod to the hardcore fans)
- CGI for the Hulk
Rather than talk more about The Avengers, I'll just save myself some time and do a summary/TLDR of the specifics of why Marvel Phase 1 succeeded so spectacularly. Yes, the creative vision, along with the belief and understanding of the characters, is a large reason for the success, so it's no surprise that the patience of Marvel in establishing their heroes with audiences is the talking point most discussed. However, I see the willingness of the studio to take risks (for possibly massive rewards) as an equally important factor. Just look at the level of risk taken in Avengers alone with recasting the actor for Hulk, and then bringing in a relatively inexperienced and unsuccessful director named Joss Whedon. Or the risk of making fun (and "corny") super hero movies, which was widely considered box office death back in 2008. Those were not easy calls to make, and someone had to know strongly that they were the right decisions, and thereby put their job and reputation on the line. Also, the incredible casting choices really stand out in the final analysis, especially in the way so many of the actors exceeded expectations in how well they were accepted by audiences, despite many of them being relative unknowns at the time of their casting. A large number of characters and actors in the MCU now seem absolutely inseparable, which is not all that common and may be overlooked a bit I feel.
Anyways, just wanted to share all these thoughts. Any important threads you think were missed in this (apologies) massive wall of text?
