I’m sure that headline is going to get as much attention as it can, given that I don’t put much effort into pimping this blog. It’s not as evocative and troubling as Naked Yoda, and not as potentially problem-causing as the republishing of my letterboxd review of Star Wars: Episode VIII: The Last Jedi.
Despite my self-imposed absence on social media right now, there’s still something that’s made it through the veil of silence. Advertising and hype for Avengers: Endgame. Or, as seems mandatory to type it now, #AvengersEndgame.
That spins me off in a different tangent, but I’ll save that for another time. I’m still trying to maintain my streak and make it to 30 unbroken days of blogging, and I have to squirrel away as many topics as I can.
Don’t Worry, I Still Want to See #AvengersEndgame
Let’s be perfectly clear here. I am looking forward to seeing it, but largely because I think I’m ready to close the Marvel®™© franchise chapter of my life.
I am a fan of Marvel®™© movies. I’ve seen the majority of them in theaters. I have seen all but three of them, even Iron Man 2, which…was Iron Man 2. I’m a fan of certain movies more than others, and downright dislike a few, but I’ve been a casual fan.
I know I am openly critical of the way people approach their “reviews” of Marvel®™© movies. It’s with good reason: people who are fans of the franchise view the movies through distorted lenses. Their perceptions are colored by each entry’s place in the larger narrative. Excuses are made.
Being off social media for the time being, I’m largely unaware of how hard the push is for #AvengersEndgame. I know that it was quieter than expected because of various speculated reasons, as they gamed their SEO strategies to funnel all the curious questions into site traffic.
Yet I’m tired of all the hype already. It’s partly residual burnout from the run up to Avengers: Infinity War. But this marketing behemoth is so unstoppable, it reached me during my social media sabbatical. I saw each poster, got links about when tickets were going on sale, got updates until I didn’t want any more.
The End of a Marathon
What complicates it all is that I’ve been with the Marvel®™© machine as long as everyone else. I got hyped for early releases. As boring as it is to recite now, I still think Captain America: The Winter Soldier is a magnificent work with important things to say.
I also think that the intended audience doesn’t care half as much about what the movies have to say as the simple segment of the larger arc they represent. That’s one thing that really jumped out about Black Panther; it had something interesting to say.
To its credit, Avengers: Infinity War also had something interesting to say, but everyone was so caught up in sharing their emotional turmoil from the end of the movie that it seems lost by the wayside. That’s not the movie’s fault, though, so no points deducted there.
#AvengersEndgame is known to be the closing chapter to an enormously well-managed larger story arc. Each piece has been hand-crafted with the sole purpose of coming together like a big puzzle. This is the final piece in that puzzle.
This is the reward for sticking with it. Then new movies will come along. But for at least one set of these characters, this is the end of a long, long race.
It’s the end of a marathon for those of us who’ve watched since the beginning.
The Sun Also Sets
It’s just that I’m ready to stop caring. Whatever happens will happen, and this “era” in Marvel®™© movies will end. The next “phase” will begin and I’ve given over so much attention and money that I’m coming to realize how much other quality film gets lost in the wayside.
I’m legitimately curious to see how things play out in #AvengersEndgame. I want to see them work their way out of the corner, and if my guesses – or anyone’s – are right about what the solution is.
Then, once I’ve seen it, I’ll gladly ride off into the sunset as a fan. I’m sure I’ll catch the ones that intrigue me more than others, whether in the theater or on home video.
There’s been some real entertainment along the way. But as far as hype machines, advanced ticket sales, and other things…I’m out.
P.S. This is not an invitation to try to have me transfer excitement to the DC movie universe. That’s not how this works.