Captain Marvel Resets the Timeline for the MCU

Spoiler alert. If you haven’t seen Avengers: Infinity War, beware. This article will be discussing some things that you may not want to know about quite yet. Let’s get started…

The climactic scenes of Avengers: Infinity War left millions of fans shell shocked, many openly weeping in the theater as they watched their favorite heroes — and earth’s mightiest — turned to ash with a snap of the mad titan’s fingers.

That emotional response proved to be a huge payoff for those behind the massive decade-long Marvel Cinematic Universe. From the very beginning, with Robert Downey Jr.’s “Iron Man”, fans have been riveted and transfixed. They were seeing their favorite heroes in a totally new way onscreen, and they were loving it.

From a purely consumer PR perspective, Marvel was hitting it out of the park again and again and again. They had connected deeply with their core fan base and expanded that by magnitudes in the process. Even when Marvel’s movies didn’t overwhelm, they were still solid hits.

All that planning, more than a dozen movies, led up to Infinity War, a battle on a galactic scale… and the good guys lost. Badly and tragically. Some who fans had come to depend on let their friends down. Others did their best, and it wasn’t enough… just like the big bad guy said it wouldn’t be. From a fan appreciation perspective, this was a risk. Letting the bad guy win and fad to the credits could have left fans feeling angry, frustrated or let down. Instead, they felt fulfilled… and definitely emotional.

So, what can Marvel do to top that? What’s their next move. Turns out, fans got a preview in the post-credits scene of Infinity War. Captain Marvel is coming… And many millions of new Marvel movie fans are wondering… who? Others who had a vague idea what that logo meant are wondering, “What’s with the beeper?”

Turns out, Marvel’s next movie, and it’s first starring a lone female lead, will be set in an earlier decade: the 1990s. And that’s not the only thing Marvel is going back to “change” in this film. According to media statements by the Captain Marvel producer, Nate Moore:

“Captain Marvel is an origin movie in that you haven’t seen her before, but we think we’ve stumbled upon a structure there that isn’t the traditional structure of what origin movies typically are, which is you meet the character, they have a problem, they get powers at the end of the first act, and the end of the second act they learn about the powers, the third act they probably fight a villain who has a function of the same powers… as we introduce new characters moving forward, we want to find ways to subvert that structure, so at least the experience of the film feels new to audiences…”

Marvel is promising a movie theme and a hero that will surprise fans, drawing them in and offering a bridge to the follow up to Infinity War. Going back in time allows producers to reset the stage a bit, even as they expand the story perimeters for both characters and viewers.

The time aspect within the movie may be a bit of an Easter egg for fans who are wondering how the Avengers are going to come back from their sound defeat. Suffice to say, time travel is likely to play a decisive factor.

Ronn Torossian is the CEO and Founder of 5W Public Relations.

Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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