MCU: The Reign of Marvel Studios, by Joanna Robinson, Dave Gonzalez and Gavin Edwards
Hollywood doesn’t believe in immortals. From Mary Pickford to the MGM musical, Golden Age cowboys to teenage wizards, the city worships its gods only until their box-office power dims. So it feels audacious — if not foolhardy — to open “MCU: The Reign of Marvel Studios” and find its authors, Joanna Robinson, Dave Gonzalez and Gavin Edwards, declaring that it’s difficult to imagine a future where the Disney-owned superhero industrial complex “didn’t run forever.” Even Tony Stark, better known as Iron Man, has yet to engineer a perpetual motion machine.
Yet the three veteran pop culture journalists behind this detailed accounting of the company’s ascendancy have the numbers to support it. The Marvel Cinematic Universe, a constellation of solo superhero tales mixed with all-star team-ups, including four installments of “The Avengers,” is Hollywood’s most successful movie franchise of all time — 32 films that have grossed a combined $29.5 billion. By comparison, the book points out that the “Star Wars” series, Marvel’s nearest rival, has notched only 12 films and $10.3 billion.
Turning the pages — which are devoid of the usual, and unnecessary, glossy photo spreads — one realizes that superheroes are an X-ray lens into the last decade and a half of Hollywood disruption. Every upheaval gets a mention: corporate mergers; profit-losing streaming services; Chinese censorship; digitally scanned actors; social media cancellations; #MeToo and #OscarsSoWhite; the resurgence of a production-to-distribution vertical pipeline that hadn’t been legal since the 1948 Paramount Decree. Pity there’s no room to examine each in depth.
First, the origin story. In the ’90s, the former overseer of Marvel Enterprises, Ike Perlmutter (let’s give him the comic book nickname “The Pennypincher”), empowered his entertainment division to license its biggest stars for cheap, scattering Spider-Man, Hulk and the X-Men across other studios in service of selling more toys. (“MCU” familiarizes us with the marketing term “toyetic.”)
The saga of who and what changed the company’s direction involves chancy gambles, pivotal lunches at Mar-a-Lago, rivalrous committees and the waning of Perlmutter’s influence, amid the waxing of Kevin Feige, the book’s hero, a five-time U.S.C. Film School reject who started his production career teaching Meg Ryan to log in to AOL for the romantic comedy “You’ve Got Mail.”
To establish their independence, the writers mention at the top that Disney, now Marvel’s parent company, asked people not to give them an interview. Many already had, or chose to anyway, although most shy away from on-the-record quotes about the really salacious stuff. No one will say that the rumored $400-million-plus Robert Downey Jr. earned across nine films factored into the decision to kill off Tony Stark, but the innuendo is thicker than Iron Man’s armored exoskeleton.
Signs that the Marvel era is nearing the end of its cultural dominance are everywhere, including in this book. Despite the authors’ rah-rah intro (there are no bad Marvel films, they claim, only “a mix of entertaining diversions and inarguable masterpieces”), they wisely sense that the library’s cinema history section will eventually file Feige next to John Ford as filmmakers who defined the spirit of a moment.
“MCU” concedes that three of Marvel’s worst-reviewed films were all made in the last three years, just as one of the studio’s cornerstone creatives, the “Guardians of the Galaxy” director James Gunn, decamped to run DC Studios, the home of Batman, Superman and Wonder Woman.
Meanwhile, the churn of faster, cheaper superhero content for Disney+ has led the studio’s weary visual-effects workers (whose exhaustion is well documented here) to vote to unionize. Fandom has become a Sisyphean labor as never-ending spinoff series force a once-rapt audience to pick and choose which story lines they’ll bother to follow.
To those seismic grumbles, I’ll add another: Today’s teenagers were toddlers when Marvel first seized the zeitgeist. What generation wants to dig the same stuff as their parents?
Marvel’s inescapable obsolescence is the best argument for “MCU”; the genre should be studied with the same rigor as film noir. The book’s admiration for Marvel movies works in its favor, freeing the writers to skip straight to the gossip, like the relative who pulls you aside at Thanksgiving to whisper about your cousin’s divorce. If you didn’t understand the plot of “Doctor Strange in the Multiverse of Madness” before, they’re not wasting space explaining it here.
Instead, the book will satisfy your appetite for Marvel’s endless contract negotiations with Sony over the character rights for Spider-Man, which is easy when one encounter climaxes with the former Sony Pictures chairwoman Amy Pascal hurling a sandwich — and an expletive — at Feige. Battles over screenplay credits are even juicier. That’s where you’ll find the most inventive insults.
Elsewhere, one has to read several paragraphs past a doctor willing to estimate that “50 to 75 percent” of Marvel’s stars are Hulked-out on performance-enhancing drugs to learn that he has not, in fact, treated any of the studio’s actors. While the hustle to wrap things up before the tome turns into “Captain America: Civil War and Peace” means racing through the most recent projects in a blur, earlier chapters are able to dish the dirt, like whose script notes triggered the collapse of Edgar Wright’s “Ant-Man” and why Feige refused to continue collaborating with the original Bruce Banner, Edward Norton.
After all, the authors know a saga is only as exciting as its villain.
MCU: The Reign of Marvel Studios | By Joanna Robinson, Dave Gonzalez and Gavin Edwards | 528 pp. | Liveright | $35