Russo Brothers Attribute Marvel's Problems to 'Generational Divide' Rather Than Superhero Fatigue

he Russo Brothers, known for directing several major Marvel films, attribute Marvel's recent struggles not to superhero fatigue but to generational differences.

Anthony and Joe Russo, directors of significant Marvel Cinematic Universe films like Avengers: Endgame and Captain America: The Winter Soldier, attended the Sands International Film Festival in Scotland. The director duo discussed the recent Marvel productions that have not garnered as much interest and have disappointed at the box office.

Specifically, Ant-Man 3 and especially The Marvels have recorded the lowest box office earnings in Marvel Studios history. Additionally, series like Secret Invasion have received negative reviews from both critics and viewers. Does this indicate a “superhero fatigue,” or is it a sign of a deeper problem?

Russo Brothers: Box Office Disappointments of Superhero Films Due to Generational Media Consumption Differences

Joe Russo believes that the issues faced by Marvel and Hollywood, in general, stem more from changes in contemporary media consumption habits.

"We are living in an interesting period. People do not exactly know how they want to receive stories or what kinds of stories they want. There is a significant generational divide in media consumption. While a generation accustomed to going to the cinema on a specific date is aging, the new generation wants everything immediately, engaging with two or three different things simultaneously."

These differences create challenges in retaining the audience for big productions like Marvel. Joe adds, "Everyone, including Marvel, is going through this transition period. I think that is what's really at play here."

Changing Dynamics in the Cinema and Media World

The Russo Brothers emphasize that these changes are affecting not only Marvel but the entire film and television industry. Joe Russo summarizes this rapidly changing period of media consumption habits as follows:

"Never before has the world processed information as quickly and intensively as it does now. This creates problems because context loses importance. Everything is communicated through short videos and hundred-character messages. The two-hour film structure has a history of over a century, and everything is always transitioning. That’s why things are changing, and this new generation is looking for its own ways to tell stories."

Anthony Russo notes that superhero fatigue is not a new concept and that there are similar precedents in the history of cinema.

"The issue of superhero fatigue existed long before we started working in this field. There used to be similar complaints about cowboy films, but they lasted for decades, constantly reinventing themselves to reach new heights."

The Russo Brothers highlight that understanding and adapting to these generational dynamics is critical for Marvel and Hollywood to continue thriving and re-engaging audiences.