Avengers: Endgame was Simply the Greatest Moment of Cinema History

Title Hyperbole

Before film buffs get all up in arms, I'm not suggesting that Marvel's culmination of the Infinity Saga is Citizen Kane, or that it deserved a Best Picture Oscar (or even to be nominated - it wasn't for the record).

What I mean is that as a global film experience, nothing even comes close - not even Harry Potter, Star Wars or Lord of the Rings.

Is Marvel Failing?

CNN has an interesting article up about what makes Marvel Phase 4 and 5 properties so difficult to succeed (or at least succeed to Endgame standards).

Hyperbole or Truth?

The opening line of this article was going to be "Avengers:Endgame was such a seminal moment, it's not surprising that Marvel has not met expectations since."

But that's technically an oxymoronic statement ("seminal" meaning the starting point of something new). Endgame was so different from any movie experience in the past, it did seem like the launch of a new era of movies. A quick Youtube romp through 2018 and 2019 shows a global phenomenon that made everyone feel a part of something bigger than themselves, right up to the multiple "audience experience" videos filmed during opening week.

Fan Reactions

Fan reactions during the movie were so different, Marvel put videos of those audiences in the most emotional movie trailer ever created - "Marvel celebrates the movies (2021)." Honestly, I'm tearing up just writing about it.

No, Endgame wasn't a seminal movie - it was "merely" the greatest cinema event in history; a culmination of 10 years and 22 movies of creative brilliance, impeccable management and massive star power on both sides of the camera - and Stan, of course!

Oh, you had Evans, Downey and dozens of acting superstars, but there was also Gunn, Waititi, Favreau, the Russo brothers, Johnston, Branagh, Coogler, Derrickson, Whedon behind the camera (apologies if I missed your favorite).

Disappointment in Phase 4?

It's not like the star power disappeared in Phase 4 - Waititi, Raimi and Zhao behind the lens: Cumberbatch, Hemsworth, Portman, Jolie, Rudd and more acting. So why are new Marvel properties failing?

In reality, they're not. They are making Marvel - and Disney - a toooooonnnnnn of money. Critically, they're above the line compared to the "average" marvel film.

But for many reasons - including the pandemic, a culture war in the US, a real war in Europe - it would be extremely difficult for Endgame to come close to what it did in 2019. So is it reasonable to actually expect anything to come close?

As a quick mental exercise, think about how you experienced Endgame and compare that to four other EXTREMELY SUCCESSFUL end-of-series movies: Return of the Jedi, Deathly Hallows Part 2, MockingJay Part 2 and LOTR: Return of the King.

Other than leaving the theatre thinking "Man, that was AWESOME," is there really even a comparison? Uhhhhh, NO!

Twenty seconds in, Endgame emotionally engages the audience, and doesn't let up until the last bang of steel in the credits. Maybe it's that emotion that makes it so different. I've had multiple people tell me they cried throughout the entire movie (men and women).

The Disney+ Effect

Maybe streaming properties make the story-telling a little convoluted - a Loki movie instead of the Disney+ series could have kick-started the post-Endgame cinematic world. But the Marvel disney+ series have been really good, so why sacrifice that experience just to tryyyyy to meet the same emotional engagement in a future film.

Might we some day re-experience a movie bringing the world emotionally together again? it seems unlikely (Indiana Jones 5?), but I do look forward to the Secret Wars / Young Avengers sagas to see if they can. In the meantime, I'll still treat every Marvel release day like it's a national holiday - because it is special!

EXCELSIOR - thanks Stan!