Not Superhero Fatigue, Avengers: Infinity War Directors Blame One Habit of New Generation Viewers for MCU Downfall: “Everyone, including Marvel, is experiencing the same thing”

Avengers: Endgame directors share that it is the change in consumption patterns that is to be blamed for Marvel's timid run

avengers: infinity war


  • Anthony and Joe Russo were the poster boys of Marvel's success at one time.
  • Almost half a decade since their magnum opus hit theatres, they discuss how the times have changed.
  • Joe Russo shares how the new generations' obsession with quickly consuming content has virtually outdated the 2-hour movie format.
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The year 2023 was one to forget for Marvel Studios. Time hasn’t been kind to them since Avengers: Endgame rocked the world. That was the peak for MCU, wasn’t it? Who doesn’t remember fans going crazy for a movie that was almost a decade in the making. Ten years of lore was all leading up to that one moment. Amongst all the superhero movies ever made, the Infinity Saga truly was in a league of its own. But 5 years down the lane, the MCU is struggling. And the reason is a cause of worry for every cinema aficionado.


Anthony and Joe Russo share the reasons behind Marvel’s lack of success

The Russo Brothers. | Credit: Gage Skidmore/Wikimedia Commons.
The Russo Brothers reflect on how things have changed | Credit: Gage Skidmore/Wikimedia Commons.

The Russo brothers, the men who were at the heart of the Infinity Saga’s success, have seen it all. The riches and the downfall it brings. For after the mind boggling success of Endgame, the studio has failed to hit home with a host of projects, including the likes of Black Widow, Guardians of the Galaxy: Vol. 3, with last year’s Ant-Man and the Wasp: Quantumania and The Marvels marking the lowest point for the franchise.

Many have credited the horrible run to a combination of lousy writing, inept characters, and a lack of a storyline that might have grasped fans’ interests. But while talking to GamesRadar+ about the saddening statistic, Anthony and Joe Russo shared what they think is the real reason behind the failure. A generational shift that will make movies (not just superhero movies) obsolete.


The Russo brothers think the disinterest is not just ‘hero fatigue’

Joe Russo for Marvel
Joe Russo believe that fans get tired of seeing long movies | Credit: Wikipedia Commons

The word ‘superhero’ fatigue has been gaining currency when one refers to Marvel’s current plight. What could better explain the lack of success of a franchise that was breaking records left, right and center? But the Russo brothers think otherwise. In conversation with GamesRadar+, the Avengers: Infinity War directors discussed that the trend could be attributed to general fatigue.

Joe Russo said,


“I think it’s a reflection of the current state of everything. It’s difficult right now, it’s an interesting time. I think we’re in a transitional period and people don’t know quite yet how they’re going to receive stories moving forward, or what kinds of stories they’re going to want.”

A sad change is really afoot.

Joe Russo blames the new generation’s temperament for MCU’s lackluster display

Anthony and Joe Russo
The Russo Brothers blame the generational divide for Marvel’s inability to draw out audiences | Credit: Wikipedia Commons

Times are changing real fast. The length of movie has been a topic that has been on top of every Studios mind for some time now. How can we forget the fate of Justice League, a movie that became a shadow of itself because of the inordinate cuts. But the studios are not the only ones to be blamed. It’s the people as a whole.

Elaborating on his philosophy, Joe Russo said,


“There’s a big generational divide about how you consume media… Meanwhile the new generation are ‘I want it now, I want to process it now’, then moving onto the next thing, which they process whilst doing two other things at the same time.” (Variety)

For him it’s not a problem that is pestering Marvel – it’s a problem that is pestering the world as we know it. He continued,

“You know, it’s a very different moment in time than it’s ever been. And so I think everyone, including Marvel, is experiencing the same thing, this transition. And I think that really is probably what’s at play more than anything else.”

Only time will tell whether or not movies as we know them manage to survive or not. In a world plagued by reels and the blitz of short content, it is imperative that the art of movies managed to find some breathing room.


Written by Smriti Sneh

Articles Published: 243

Smriti Sneh is a Content Writer at Fandom Wire specializing in celebrities and everything pop-culture. Being a literature research scholar, she is cashing in on her writing skills by working in the entertainment news sector - studying literary theories by day, and navigating celebrity net worth through the night. Although you can find her writing poems at any and all hours.