Insight of the Day: Captain America: Brave New World's Rotten Tomatoes Score Continues A Depressing 4-Year MCU Trend

Why is this topic trending?

• MCU Performance Concerns: The article addresses the trending topic of whether the Marvel Cinematic Universe (MCU) is losing its critical and audience appeal after the Infinity Saga.

• Rotten Tomatoes Score as a Barometer:  Rotten Tomatoes scores are a widely tracked metric for film reception, making the score of a major MCU film like "Captain America" a trending point of discussion among fans and industry observers.

• Audience-Critic Divide: The article highlights the growing divide between audience and critic scores for recent MCU projects, a divisive trend that sparks debate and analysis.

•   Franchise Fatigue:  The discussion around "Captain America's" reception feeds into the broader conversation about potential superhero franchise fatigue and the MCU's future direction.   

• Box Office vs. Critical Reception:  The article contrasts the film's decent box office opening with its weaker critical and audience reception, raising questions about the long-term health of the MCU despite initial financial success.

Overview

Karlis Wilde's ScreenRant article discusses the concerning trend of divisive Rotten Tomatoes scores for recent Marvel Cinematic Universe (MCU) projects, exemplified by "Captain America: Brave New World." While the film had a satisfactory box office opening, its low critic score (48%) and mixed audience reception (80% Rotten Tomatoes audience score, "B-" CinemaScore) continue a pattern of MCU films since 2021 receiving less universal acclaim than during the Infinity Saga. The article explores the disparity between critic and audience scores, suggests reasons for this divide (tempered expectations, franchise fatigue, lack of a compelling overarching narrative), and questions whether Marvel can recapture its previous level of critical and audience adoration as they move into the next Avengers films.

Detailed Findings

• Divisive MCU Projects Since 2021:  Many MCU projects released since 2021 have been divisive, with a significant gap between critic and audience Rotten Tomatoes scores.

  • Examples include: Captain Marvel, What If...?, Eternals, She-Hulk: Attorney at Law, Ant-Man and the Wasp: Quantumania, and Captain America: Brave New World.

• "Captain America: Brave New World" Scores:

  • 48% Critic Score on Rotten Tomatoes ("Rotten").

  • 80% Audience Score on Rotten Tomatoes ("Fresh").

  •   "B-" CinemaScore (lowest for any MCU film).   

  • 32% disparity between critic and audience scores.

• Comparison to Infinity Saga:  Projects within the Infinity Saga, including less favored ones like Avengers: Age of Ultron (76% critic, 82% audience), generally received more universal acclaim.

• Box Office Context:  While Brave New World's box office is decent and surpassed The Marvels (a box office bomb), it is not expected to be one of Marvel's biggest successes. The film's CinemaScore suggests mixed to negative audience feelings despite a "Fresh" audience score on Rotten Tomatoes.

• Possible Reasons for Divisiveness:

  • Tempered Expectations: Audiences may have lowered expectations after recent MCU disappointments like The Marvels and Eternals.

  • Lack of Overarching Story: The Multiverse Saga has not yet provided a compelling overarching narrative to replace the Infinity Saga, leading to less audience investment in individual projects.

  • Review Bombing (Specific Cases): Projects like Captain Marvel, She-Hulk, and Ms. Marvel faced review bombing potentially due to external factors like misogyny and racism, but the issue is broader than just review bombing.

  • Project Quality:  Many recent MCU projects have simply not connected with audiences and critics as strongly as earlier phases, assessed on their individual merits rather than franchise goodwill.

• Loss of Goodwill: The "goodwill" built during the Infinity Saga, where audiences cared about even minor characters, is diminishing, and projects are now judged more critically.

Key Takeaway

The key takeaway is that "Captain America: Brave New World"'s Rotten Tomatoes scores continue a worrying trend of divisive MCU projects, highlighting a significant critical and audience divide and suggesting a potential decline in the MCU's universal appeal post-Endgame. While box office is still satisfactory for now, the lukewarm reception raises concerns about the long-term health and future direction of the MCU franchise.

Main Trend

MCU Divisiveness Era

Description of the Trend (Name it): MCU Divisiveness Era

This trend describes the current phase of the Marvel Cinematic Universe characterized by increasingly polarized audience and critic reactions to MCU projects, a departure from the more universally acclaimed Infinity Saga era. MCU Divisiveness Era is marked by significant disparities between critic and audience Rotten Tomatoes scores, lower CinemaScores, and debates about project quality, indicating a fracturing of the once-unified MCU fanbase and a more critical and less forgiving reception of new installments.

What is consumer motivation?

Consumer motivation within the MCU Divisiveness Era includes:

• High Expectations from MCU Brand:  Audiences have very high expectations for MCU projects based on the success of the Infinity Saga and prior films.

• Desire for Infinity Saga-Level Quality:  Consumers are motivated by a desire for MCU projects to reach the same level of quality, interconnected storytelling, and emotional resonance as the Infinity Saga.

• Critical Scrutiny of Individual Projects:  With the loss of overarching goodwill, each new MCU project is being scrutinized more heavily on its own merits and perceived flaws.

• Vocal Online Fandom:  Social media and online platforms amplify both positive and negative reactions, leading to more visible and vocal expressions of divisive opinions within the fandom.

• Genre Evolution and Experimentation:  MCU's attempts to experiment with different genres and tones, while intended to be innovative, can be divisive as they may not align with all fans' expectations of a superhero film.

What is driving trend?

Several factors are driving the MCU Divisiveness Era trend:

• Post-Endgame Narrative Gap: The lack of a clear, compelling overarching narrative to replace the Infinity Saga leaves individual projects feeling less connected and impactful.

• Franchise Fatigue (Potential):  Audiences may be experiencing superhero fatigue, leading to increased critical scrutiny and less automatic enthusiasm for MCU films.

• Increased Volume of Content:  The rapid expansion of the MCU with numerous films and Disney+ series may dilute overall quality and make it harder to maintain consistent acclaim.

• Creative Risks and Experimentation:  MCU's attempts to take creative risks and experiment with different styles and tones, while sometimes successful, can also be divisive and alienate parts of the fanbase.

• Social and Political Factors:  External factors like review bombing due to social or political issues (misogyny, racism) can contribute to score divisiveness in specific cases, although not the sole cause of the overall trend.

• Changing Critical Landscape: Film criticism itself is evolving, and critics may be applying different lenses to superhero films in a saturated market.

What is motivation beyond the trend?

Beyond immediate reactions to individual films, deeper motivations include:

• Preservation of MCU Legacy:  Fans who loved the Infinity Saga are motivated by a desire to see the MCU maintain its legacy of quality and impactful storytelling.

• Investment in Characters and Universe:  Audiences are invested in the MCU characters and universe and want to see them treated with respect and compelling narratives.

• Hope for Future MCU Improvement:  Despite current divisiveness, there's an underlying hope that the MCU can course-correct and regain its former level of universal acclaim.

Description of consumers article is referring to

The article refers to "MCU fans," "audiences," "critics," and "ticketbuyers," specifically:

• Demographics:  Broad demographic, primarily fans of superhero films and the Marvel Cinematic Universe.  Likely spans various age groups and genders who have been invested in the MCU franchise.

• Moviegoing Habits:  Regular moviegoers who follow MCU releases closely, track box office performance and Rotten Tomatoes scores, and engage in online discussions about MCU projects.

• Motivation: Driven by a desire for high-quality superhero entertainment, compelling storytelling within the MCU, and a continuation of the Infinity Saga's success.  Also motivated by critical analysis and expressing their opinions on MCU projects online.

• Consumer Behavior: Reflected in their ticket purchases, Rotten Tomatoes audience scores, CinemaScore responses, online reviews, and discussions on social media regarding MCU films and series.

Conclusions

The article concludes that "Captain America: Brave New World"'s reception is symptomatic of a broader trend of divisiveness within the MCU post-Endgame. The franchise is facing challenges in maintaining universal acclaim, and needs to find a new overarching narrative to recapture audience investment and critical adoration. While the MCU is not "terrible," it is also not consistently "especially good," leading to a mixed and more critical reception from both audiences and critics. The future success of the MCU hinges on its ability to address these issues and rediscover its creative direction as it moves towards the next Avengers films.

Implications for Brands

• Need for MCU Course Correction: Marvel Studios needs to address the trend of divisive reception and find ways to recapture universal acclaim and audience goodwill.

• Focus on Storytelling Quality:  Prioritize strong, compelling narratives and character development over spectacle alone to reconnect with audiences.

• Manage Expectations and Marketing:  Marketing campaigns should be carefully managed to set realistic expectations and avoid over-promising, given tempered audience anticipation.

• Audience Feedback Consideration:  Pay attention to audience feedback and critical reception to understand the reasons for divisiveness and inform future creative decisions.

• Potential for Genre Innovation:  Explore genre innovation and fresh approaches within the superhero framework to revitalize the MCU and avoid formulaic storytelling.

Implication for Society

• Shifting Perceptions of Superhero Genre:  The MCU's divisiveness could reflect a broader shift in societal perceptions of the superhero genre, potentially moving away from unquestioning adoration towards more critical engagement.

• Impact of Franchise Dominance:  Questions the sustainability of long-running, dominant franchises and the challenges of maintaining quality and audience interest over extended periods.

• Online Fandom and Divisive Discourse:  Highlights the role of online fandom in amplifying divisive opinions and shaping the narrative around cultural products like MCU films.

• Influence of Critics vs. Audiences:  Raises questions about the influence of film critics versus general audiences in shaping the perceived success or failure of major franchises.

Implications for Consumers

• More Critical Engagement with MCU:  Consumers may approach future MCU projects with more critical eyes and tempered expectations, rather than automatic enthusiasm.

• Diverse Opinions within Fandom:  Expect continued diverse and sometimes conflicting opinions within the MCU fandom, reflecting the divisive nature of recent projects.

• Potential for Selectivity in MCU Viewing:  Moviegoers may become more selective in which MCU projects they choose to see, based on reviews, word-of-mouth, and personal preferences, rather than feeling obligated to see everything.

Implication for Future

• MCU Creative Evolution or Decline:  The MCU faces a critical juncture, where it must either creatively evolve and recapture its former acclaim or risk continued divisiveness and potential decline in cultural impact.

• Emphasis on Quality over Quantity:  Future MCU success may depend on prioritizing quality over quantity, potentially reducing the volume of content and focusing on fewer, more impactful projects.

• Importance of Overarching Narrative:  Finding a compelling overarching narrative for the Multiverse Saga will be crucial to re-engage audiences and create a sense of cohesive franchise storytelling.

• Genre Blending and Innovation as Key:  Continued experimentation with genre blending and innovative approaches to superhero storytelling may be necessary to revitalize the MCU and differentiate it from formulaic entries.

• Audience Reception as Deciding Factor:  Ultimately, audience reception will be the deciding factor in the MCU's future success, and Marvel Studios will need to respond effectively to current trends in audience and critical response.

Consumer Trend (Name, Detailed Description): 'Critical MCU Fandom'

• Detailed Description: This consumer trend describes a shift within the Marvel Cinematic Universe fandom towards a more critical and less unconditionally enthusiastic engagement with MCU projects. Critical MCU Fandom is characterized by fans applying higher critical standards to MCU films and series, expressing more nuanced and often divided opinions, and being less forgiving of perceived flaws, moving away from the more unified and celebratory fandom of the Infinity Saga era.

Consumer Sub Trend (Name, Detailed Description): 'Rotten Tomatoes Score Obsession (MCU Edition)'

• Detailed Description: This sub-trend highlights a specific manifestation of "Critical MCU Fandom," characterized by an intense focus on Rotten Tomatoes scores (both critic and audience) as key indicators of an MCU project's quality and success. Rotten Tomatoes Score Obsession (MCU Edition) involves fans closely tracking and debating Rotten Tomatoes scores, using them as primary data points in discussions about whether an MCU film is "good" or "bad," and often emphasizing the disparity between critic and audience scores as evidence of divisiveness.

Big Social Trend (Name, Detailed Description): 'The Age of Franchise Scrutiny'

• Detailed Description: This broader social trend reflects a growing societal tendency to critically examine and scrutinize long-running entertainment franchises, moving beyond automatic enthusiasm and brand loyalty. The Age of Franchise Scrutiny is characterized by audiences applying higher critical standards to established franchises across film, television, gaming, and other media, questioning their creative direction, narrative quality, and overall cultural impact, and being more willing to express dissatisfaction or disengage if expectations are not met.

Worldwide Social Trend (Name, Detailed Description): 'Global Entertainment Content Saturation'

• Detailed Description: This global trend describes the overwhelming abundance of entertainment content available across various platforms, leading to increased competition for audience attention and heightened selectivity among consumers. Global Entertainment Content Saturation is characterized by a vast and ever-expanding landscape of films, series, games, social media, and other forms of entertainment, making it harder for individual projects to stand out and requiring franchises like the MCU to work harder to maintain audience engagement in a crowded market.

Social Drive (Name, Detailed Description): 'Desire for Quality, Meaning & Discernment in Entertainment'

• Detailed Description: The underlying social drive is the multifaceted consumer desire for higher quality entertainment, more meaningful narratives, and the ability to exercise discernment in their media consumption choices amidst content saturation. Consumers are motivated by a need for entertainment that is not just spectacle but also well-crafted, emotionally resonant, and intellectually stimulating, and they are increasingly willing to be critical and selective in what they consume, demanding more from established franchises and seeking out content that truly resonates with them.

Learnings for brands to use in 2025

• Quality is paramount, even for big franchises: Brand recognition isn't enough; content must be genuinely good.

• Manage expectations, don't overhype:  Realistic marketing builds trust, overhype backfires.

• Engage with fan feedback (critically): Understand fan concerns, but don't reactively pander.

• Innovation and evolution are necessary:  Franchises must evolve to stay relevant, avoid stagnation.

• Authenticity and emotional resonance matter: Connect with audiences on a deeper level, beyond spectacle.

Strategy Recommendations for brands to follow in 2025

• Establish "MCU Creative Think Tanks": Create internal think tanks comprised of diverse creative voices (writers, directors, fans, critics) to brainstorm innovative narrative directions, address franchise fatigue, and ensure future MCU projects are creatively strong and resonant.

• Implement "Pre-Release Audience Feedback Programs":  Develop programs to gather audience feedback before release (test screenings, fan panels, early access events) to identify potential issues and refine projects based on genuine audience reactions, not just internal studio perspectives.

• Launch "Transparency & Dialogue Initiatives with Fandom":  Initiate more transparent communication with fans about creative decisions and franchise direction, fostering open dialogue and acknowledging fan concerns directly, building trust and demonstrating that fan voices are heard.

• Partner with "Independent Storytellers for MCU Projects":  Collaborate with acclaimed independent film directors and writers to bring fresh perspectives and unique storytelling styles to MCU projects, injecting new creative energy and diversifying the franchise's tone and approach.

• Invest in "Character-Driven Narratives over Spectacle":  Shift focus towards character-driven narratives and emotionally resonant stories, prioritizing depth, complexity, and meaningful character arcs over pure spectacle and CGI-heavy action, aiming to reconnect with audiences on a more human level.

Final Sentence (Key concept) describing main trend from article (which is a summary of all trends specified)

MCU Divisiveness Era highlights how even dominant franchises face increasing critical scrutiny and audience polarization in a saturated market, demanding a renewed focus on quality, authenticity, and meaningful storytelling to maintain long-term success.

What brands & companies should do in 2025 to benefit from trend and how to do it.

Brands and companies in 2025 should benefit from the MCU Divisiveness Era trend by prioritizing quality and audience connection over franchise momentum, fostering open dialogue with fans, and embracing creative innovation to revitalize established franchises and avoid audience fatigue. They can do this by:

• Establishing "Franchise Health Monitoring & Response Teams": Create dedicated teams to continuously monitor audience and critical reception of franchise projects, analyze data and sentiment, and develop proactive strategies to address concerns and course-correct creative direction in real-time.

• Developing "Multi-Platform Fan Engagement Hubs":  Build online platforms that serve as central hubs for fan engagement, providing spaces for discussion, feedback submission, behind-the-scenes content, and direct interaction with creators, fostering a sense of community and co-creation.

• Creating "Limited Series & Anthology Formats within Franchises":  Experiment with limited series and anthology formats within larger franchises to allow for more focused character development, diverse storytelling styles, and lower-stakes entry points for new viewers, reducing franchise fatigue and offering varied content experiences.

• Partnering with "Audience Sentiment Analysis Firms":  Engage specialized firms to conduct in-depth analysis of audience sentiment across social media, forums, and review platforms, gaining nuanced insights into fan perceptions, identifying pain points, and informing data-driven creative and marketing strategies.

• Investing in "Franchise Re-Evaluation & Re-Branding Initiatives":  Dedicate resources to periodically re-evaluate the core identity and brand of long-running franchises, identifying areas for reinvention, modernization, and re-branding to ensure continued relevance and appeal to evolving audience tastes and cultural landscapes.

Final Note:

• Core Trend: MCU Divisiveness Era - MCU faces divisive audience/critic reception.

• Core Strategy: Quality, Dialogue & Innovation - Prioritize quality, foster dialogue, embrace innovation.

• Core Industry Trend: Franchise Accountability - Franchises face greater accountability for quality and audience satisfaction.

• Core Consumer Motivation: Desire for Quality, Meaning & Discernment in Entertainment - Consumers demand quality, meaning, and are more discerning in franchise entertainment.

Final Conclusion

The MCU Divisiveness Era trend signifies a critical turning point for major entertainment franchises in 2025. For brands and companies to sustain success in a saturated market, a shift from franchise dominance to audience-centricity is paramount. By prioritizing quality storytelling, fostering open communication with fans, and embracing creative evolution, franchises can navigate this new era of heightened scrutiny and ensure continued relevance and engagement in the evolving entertainment landscape.

Source: https://screenrant.com/captain-america-brave-new-world-rotten-tomatoes-score-mcu-trend/