In a twist that might make even the seasoned cinephile chuckle, the marketing campaign for the upcoming movie Thunderbolts* has sparked not just curiosity but a wave of irony across the cinematic landscape. Leveraging a subtle yet bold tagline of “Absolute Cinema,” the campaign alludes to a genre far removed from its superhero roots, treading into the territory once critiqued sharply by none other than Martin Scorsese.
Back in 2019, Scorsese shook the foundations of the Marvel Cinematic Universe (MCU) with his controversial stance, dismissing these films as more akin to “theme parks” than true cinema. His words, meant to draw a line between blockbusters and arthouse films, sparked debates and backlash. However, the latest promotional strategy for Thunderbolts* appears to unintentionally underscore Scorsese’s argument, despite—or perhaps because of—its attempts to dress the film in the garb of high art.
The trailer features an intriguing mix of credits, boasting associations with critically acclaimed A24 films like Midsommar and The Green Knight, alongside talents behind hits like Everything Everywhere All At Once. This blend of indie cred with blockbuster sheen presents a curious case of cinematic identity: Is Thunderbolts* striving to redefine what a superhero movie can be, or is it merely cloaking itself in arthouse trappings?
Fans’ Reaction: Sarcasm and Insight
The response on social media platforms like X (formerly Twitter) has been a mix of sarcasm and insightful critique. Users have noted the irony in Marvel’s shift, suggesting that Scorsese’s initial criticism has come to pass in ways the industry hadn’t anticipated. Comments range from humorous takes on the MCU’s quality dip post-Scorsese’s comments to outright dismay at the franchise’s current creative direction.
For instance, one user humorously pointed out, “Kinda funny how one little old man inadvertently started culture war against the biggest film franchise in history and now years later it’s clear that he won. He didn’t even have to do anything.” This sentiment is echoed widely, with others lamenting the perceived decline in quality and originality within the MCU.
The Artistic Merit Debate Continues
As this marketing campaign unfolds, it brings to light an ongoing debate about the nature of cinema. Scorsese’s concerns about films being “market-researched, audience-tested, vetted, modified, revetted, and remodified until they’re ready for consumption” seem prophetic now as audiences and critics alike scrutinize Marvel’s latest offerings.
Thunderbolts* stands at a crossroads, symbolizing not just a potential shift in superhero cinema but also highlighting the chasm between commercial success and artistic acclaim. The campaign, whether intentionally or not, invites viewers to question whether superhero films can indeed possess the depth and daring of the films traditionally celebrated by cineastes.
What Lies Ahead for Superhero Cinema?
As the dialogue between blockbuster appeal and artistic merit continues, the industry watches closely. Will Thunderbolts* herald a new era for superhero films, or will it confirm Scorsese’s criticisms? Only time will tell, but this marketing campaign has undeniably added an intriguing chapter to the saga of the MCU, blending irony with a hint of cinematic revolution.