It was fifteen years ago when a sprawling, interconnected Marvel Cinematic Universe seemed more the fantasy of a fanboy than a genuine prospect. Who could have predicted that a movie headed by Iron Man—a then-obscure hero, played by then-reviled Robert Downey Jr.—would set off one of the most dominant pop culture empires ever?
But here we stand. Dozens of movies later, Nick Fury’s “idea” has grown into a box office behemoth, and the MCU is now synonymous with contemporary superhero cinema.
The Infinity Saga (2008–2019) was, without dispute, a highlight of world-building on film. Across three phases and culminating in Avengers: Infinity War and Avengers: Endgame, it provided us with iconic characters, unforgettable moments, and an emotional resolution that reset event cinema. These weren’t merely films—these were communal cultural experiences evoking debates, cosplay cultures, and more than a few fiery “Cap vs. Iron Man” debates.
But once Thanos wiped out half the universe by snapping his fingers—and Endgame brought everything full circle—Marvel ventured into new territory. The Multiverse Saga, which debuted in 2021, promised infinite possibilities. But in reality, it presented fans with a mixed bag. High-concept ideas conflicted with padded-out timelines, enormous alternate universes, and too much dependence on CGI. Diverting from the grounded, character-based narratives made it hard for many fans to stay invested on an emotional level. After all, it is easy not to care about the fate of one planet when an infinite array of others is merely waiting in the wings.
Begin to unravel with Ant-Man and the Wasp: Quantumania in 2023. While a massive launching pad for the multiverse story, it fell short critically and at the box office. The Marvels followed with even worse numbers, being the lowest-grossing MCU movie to date. For a franchise that had seemed untouchable previously, this was a clear turning point.
Nothing was lost, however. Guardians of the Galaxy Vol. 3 reminded us again of what Marvel excels at—heartfelt, humorous stories with high-octane action. And then in 2024, Deadpool & Wolverine shattered the fourth wall and box office numbers. It became the highest-grossing R-rated film of all time at $1.3 billion globally. The movie even took some good-natured jabs at Marvel’s recent missteps. As Deadpool quipped, “You’re joining the MCU at a bit of a low point.”
So, the secret? It happens to be not spectacle or multiverses—humans. Films such as Captain America: The Winter Soldier continue to be fan favorites not due to their special effects, but because they have realistic stakes, complex relationships, and compelling conflicts. Even cosmic adventures such as Thor: Ragnarok and Guardians work because they never lose sight of the fact that humans are at the core of it all.
Outside the big screen, Disney+ TV shows were supposed to build out the universe, but have instead bogged down audiences with too much and poor quality. Some have provided welcome depth, others homework—required to grasp future movies, but devoid of the fun that made the MCU a must-see experience in the first place.
Looking ahead to the conclusion of Phase Five, everyone’s waiting with bated breath for Captain America: Brave New World and Thunderbolts. Anthony Mackie’s first outing as the new Cap is creating guarded optimism—previews lavish reveal the action, but caution regarding the script.
Thunderbolts, however, is gathering steam, thanks to its antihero team-up of Yelena Belova, Bucky Barnes, John Walker, Red Guardian, Taskmaster, and Ghost. The trailer suggests a return to Marvel roots: unusual partnerships, quick-witted dialogue, and moral ambiguities.
But the true test comes next in Phase Six with Fantastic Four: First Steps. Following two lackluster efforts to bring Marvel’s First Family to the big screen, hopes are through the roof. This is Marvel’s opportunity to show it can still successfully debut something new, and get the people attached hard again.
The MCU doesn’t need to reinvent itself. It just needs to remember what made fans fall in love in the first place: strong characters, emotional stakes, and stories that make us feel like we’re part of something bigger. The original Avengers may have hung up their capes, but there’s a new generation of heroes—and fans—waiting for a reason to believe again.