Following the $708 million worldwide success of Captain America: The Winter Soldier, Walt Disney’s (NYSE:DIS) Marvel Studios is preparing to launch a movie that a quantity of people consider to be a danger. Featuring a talking raccoon, a tree voiced by Vin Diesel, and no actual connection to the films which have come before (or subsequent summer’s Avengers sequel), it is simple to see how Guardians of the Galaxy could possibly be seen as type of risky.
When you look at the larger image, although, the film takes on a new importance. In actual fact, it may be certainly one of the most important films that Marvel has released since Iron Man. Let’s look at what makes Guardians so particular and what main problem it might help the studio to keep away from.
A much bigger villain than Thanos
Whereas superhero movies routinely rake in a whole bunch of tens of millions of dollars for the studios that make them (and in a couple of cases, break previous the billion-dollar mark), the genre as an entire has a bit of a faddish really feel to it. The films tend to observe a general motion movie system: the first movie tells the hero’s origin and pits the hero against a villain, the second film ups the stakes (and customarily doubles down on the dangerous guys), and the third movie tries to up the stakes but again (often falling on its face in the process). This could ultimately lead to genre fatigue, the place followers merely begin shedding curiosity within the movies as a result of they seem like extra of the same.
The issue gets worse when you think about that Marvel’s present movies all feed into larger “Avengers” crossovers every few years. The threats which can be necessary to convey the whole staff together are even bigger in scale than what Cap, Iron Man, or Thor face of their solo films, and every film will have pressure on it to go above and beyond what the earlier “Avengers” staff-up managed. If every little thing is simply a part of the buildup to a new “Avengers” movie, it can make the individual movies seem insignificant within the grand scheme of things.
For a studio like Marvel the place all of its properties are based on comic characters, this may very well be devastating. It might even affect other Disney studios like Disney Animation, as the upcoming Big Hero 6 relies on a Marvel property as properly. If the “Marvel” model becomes stale, Disney would possibly have to reconsider its strategy to Marvel movies as a complete.
Supply: Marvel Studios
Enter the raccoon
In contrast to the “Phase 2” films, Guardians of the Galaxy has no actual ties to Age of Ultron. In truth, it’s not set to tie in to the rest of the “Avengers” universe till “Avengers three.” This lets the movie stand alone, not counting on the bigger Marvel universe to set its scene. It additionally opens up a a lot larger portion of the universe than what’s been shown so far (in a reasonably literal sense, with it being an area epic and all). Even among the posters and promotional artwork have more of a “Star Wars” vibe than “Avengers.”
Guardians of the Galaxy allows Marvel Studios to explore beyond the confines of Age of Ultron lead-ins. Even its ties to “Avengers three” will possible be more backstory than a direct lead-in; a sequel will probably hit theaters before the third “Avengers” film, in order that would be more prone to function a true lead-in than this movie.
This sets Guardians up as a uncommon stand-alone amongst an interconnected movie and Tv universe.
Along with introducing a new crew, the film will let Marvel see how nicely a film can do with out the load of the cinematic universe guiding it into the next group-up. This might allow the studio to test the waters for other facets of the universe, such as the mystical realms which might be the domain of Doctor Strange. It could also function a launching point to explore the Nova Corps in stand-alone films, convey Beta Ray Bill into the “Thor” mythos, or discover extra concerning the Celestials (which director James Gunn confirmed had a cameo of sorts within the type of a floating Celestial head through the recent Guardians Q&A).
Perhaps more importantly, it lets the studio showcase some of its stranger characters with out making them a spectacle. Gunn described Rocket Raccoon because the “heart of the film” in an interview with Digital Spy, explaining that “this is a film that has a talking raccoon in it, and it is essential that it isn’t the Avengers with Bugs Bunny in the center of it. It’s actually essential that Rocket is an actual creature.” Taking a personality like Rocket and portraying him as just one other part of the solid goes a long way towards attaining this purpose and sets Marvel up to have the ability to believably use some of its more incredible characters.
Breaking the genre mold
There are a variety of points of the Marvel universe that could be explored by Marvel Studios without having a direct tie-in to the “Avengers” movies, and utilizing Guardians to introduce some of the races and antagonists out within the universe opens lots of doorways. Identical to “Daredevil” and the opposite “Defenders” tie-ins that can premier on Netflix, the movie exhibits that not the whole lot in the cinematic universe is straight tied in to the Avengers.
This is important for Marvel Studios in the long run. Whereas the “Avengers” movies will all be fun action-fests, in addition they dominate a lot of the studio’s pondering. The studio reportedly has a film slate deliberate out until 2028, however style fatigue could set in properly earlier than then if Marvel does not take steps to department out its properties and construct them into a true shared universe. This was seen to a certain extent in the “political thriller” focus of The Winter Soldier, nevertheless it should actually take the forefront in Guardians.
Whereas it remains to be seen how Guardians will fare at the field office, positive buzz and robust branding concerning its inclusion within the Marvel universe ought to make it successful despite the potential risks. Its efficiency will possible be carefully watched, since the crew is the least-identified property to get its own movie thus far. Marvel is working to raise consciousness by advertising and marketing and a push in both print and digital comics; not only is “Guardians of the Galaxy” an everyday monthly series as part of “All New Marvel NOW!,” however within the last several months the team has joined forces with the X-Men, Iron Man, the Avengers, Venom, and even Angela from Picture Comics’ “Spawn.”
Hopefully, the success of this film will lead Marvel to continue taking dangers with its properties as a substitute of in search of characters that fit neatly into whichever “Avengers” film is due subsequent. The extra the studio branches its heroes out and flirts with other genres, the less possible it would succumb to style fatigue and see its field office takes start to drop.