Almost a year after the premiere of “Avengers: Endgame” on April 26, 2019, a viral clip capturing the audience's wild reaction to Captain America wielding Thor’s hammer and the blipped-away heroes returning during the “Portals” sequence resurfaced on social media. This moment served as a reminder of the communal experience that moviegoers were missing due to the ongoing pandemic.
In the movie, five years had passed since Thanos' victory in “Infinity War,” mirroring the five years that have now passed since “Endgame” dominated the box office. Marvel Studios had meticulously built towards this epic conclusion over more than a decade. However, the movie industry, Marvel, and audiences are still grappling with the aftermath of the pandemic, the rise of streaming services, the departure of iconic characters, and market saturation.
Despite the monumental success of “Endgame,” grossing nearly $2.8 billion worldwide, Marvel now finds itself at a crossroads. Recent commercial setbacks, including disappointments like “The Marvels,” have raised concerns about superhero fatigue in Hollywood, a concept that seemed unimaginable during the lead-up to “Endgame.”
The pandemic highlighted the value of shared cultural experiences, such as the enthusiasm generated by Marvel and “Star Wars” fans. The shift towards individualized electronic consumption has impacted the collective joy of communal entertainment, emphasizing the importance of shared pastimes.
In 2020, the Russo brothers, directors of the last two “Avengers” films, launched “Russo Bros. Pizza Film School,” encouraging fans to analyze classic films while supporting local pizzerias. The emotional resonance of the viral “Avengers” clip during the pandemic underscored the power of collective audience reactions.
While the world is gradually reopening and theaters are seeing occasional hits like “Barbie” and “Avatar: The Way of Water,” the shared cultural experience has been significantly altered by the shift towards at-home consumption. The challenges facing the movie industry cannot be easily resolved, unlike the cinematic magic of “Endgame.”
For those who vividly remember the electrifying theater moments of Captain America wielding the hammer and the Avengers assembling, the longing for shared cultural experiences remains palpable, transcending nostalgia and sentimentality.
