Somewhere along the line during the last decade, Marvel realized that they were one of the most powerful players in Hollywood. Spider-Man was earning the kind of money comic book movies hadn’t seen since Tim Burton’s Batman, Bryan Singer’s X-Men had actually given superheroes a bit of class and critical respect, plus it seemed the public’s interest in superhero movies was like a cockroach, unfazed even after countless disasters like Daredevil, Elektra, X-Men: The Last Stand, Fantastic Four: Rise of the Silver Surfer, The Punisher and Ghost Rider. (Spider-Man 3 was good, shut up.) Maybe it’s because Marvel got a boost from the titanic success of DC’s The Dark Knight, hinting that perhaps superhero movies weren’t played out yet, they just needed, y’know, quality in order to keep people’s interest.
Whatever the reason for Marvel’s Tinseltown clout, it had it, and it made it a desirable commodity. Disney purchased it and folded it into its diabolically diverse portfolio of entertainment companies, like Pixar, ESPN and ABC. Was it this new source of cash that gave Marvel the cojones to finally form its own production company? I don’t know, I’m no Hollywood insider! But that’s exactly what they did, charting a course beginning with 2008’s Iron Man to create an actual cohesive movie universe, with recurring characters and an ongoing storyline and everything. Finally, comic book movies would be as interconnected and impenetrable as actual comic books!
And so Iron Man, The Incredible Hulk, and, er, Iron Man 2 started to build up to… something! And that something is coming in 2012: The Avengers, Marvel’s version of the Justice League. But before that could happen, even more major players would have to be introduced, namely Thor and Captain America, staples of the superhero team. So now Marvel has the gall to ask America to pay $16 a piece (you want to watch them in IMAX 3D, right?!) for what are essentially prologues to the main event. Does Thor have any meat on its bones or is it a skinny shrimp?