Captain Marvel: a lesson in the power of branding


Captain Marvel is the twenty-first film of the Marvel Cinematic Universe and one of the last movies that will close up phase 3 of the saga. Yes, she is considered as the strongest hero in the Marvel Comic universe, but she is not as popular, and mostly unknown with the general movie-going audience, except maybe, Marvel super fans (like I am).

I just watched the movie literally 30 minutes ago and even though I entered the cinema very optimistic, I left it somewhat... dissatisfied. Considering the history of Marvel Studios of releasing obscure, B-class superheroes that surprised the audience with engaging stories and innovative movie-making magic, Captain Marvel, may have failed in that aspect in comparison. Okay, Think about Guardians of the Galaxy or Ant-Man for a bit. Great visuals, check; engaging storytelling, check; funny as hell, check!


But why did Kevin Feige allow this movie to be released? The veteran marvel actor's contracts are expiring real soon, and characters may die or retire after Avengers: End Game. Also, they needed a new Captain to steer the future of the MCU after Phase 3. The movie may not reach Black Panther box office proportions, Marvel will make sure it can reach or surpass at least Ant-Man's first movie. It will rely heavily on the power of the brand.

Scott Mendelson, a contributor from Forbes best explains it:
"Here’s another MCU movie with a lousy first trailer. Marvel is a trusted brand. The mere pitch of 'Hey, it’s a Marvel movie with a lady in the lead role this time!' should be enough to score pretty huge on International Women’s Day."
I'm very much sure that Captain Marvel's maiden offering will somehow satisfy MCU and comic book fans (just like me!) who are familiar with the character. But for the general movie-going audiences, the consolation is that it is tied-in directly to Avengers: End Game, which will arrive in a couple of months.

In conclusion, this movie really is just fan service. It will give you the early days of Nick Fury and how he lost his left eye; how Phil Coulson, Agent of Shield, gains the trust of Nick Fury; a back story about the Kree and Ronan the Accuser; how Nick Fury got the souped-up beeper we last saw in Avengers: Infinity War post-credit scene; and how everything is connected to the first Avengers movie and Avengers: End Game.

So, if you are not a fan of the franchise and did not follow any of the other twenty movies, then, this is not for you.