Last week, I discussed how TikTok is helping redefine cinema. In my quest to understand cinephilia, it was no surprise that I stumbled upon Martin Scorcese’s claim that “Marvel isn’t cinema.” If you are unfamiliar with the essay, the award-winning director compared the films to “theme parks” and argued that “nothing is at risk. The pictures are made to satisfy a specific set of demands…designed as variations on a finite number of themes.” Scorsese’s claims may have some truth to them. Marvel films, or superhero films in general, tend to have the same plot structure and predictability. However, whether or not you enjoy sitting down for a two-hour action-packed, men-in-tights (or metal suits) adventure, one cannot deny that Marvel has dominated the box office, globally calling people back to the movies. 

The studio produced six of the top fifteen highest-grossing films of all time. As of June 2022, the Marvel Cinematic Universe is the highest-grossing franchise globally. Additionally, Disney+ has allowed for brand expansion into television with mini-series such as Emmy-award-winning “WandaVision,” “The Falcon and the Winter Soldier,” and “She-Hulk.” They have  eleven more projects in the works and do not seem to slow down. So what does this have to do with cinephilia? 

When trying to understand if cinephilia is dead, I pose two questions: Are people still going to the movies? Are people still talking about movies? Yes, audiences still go to the movies, and more and more people are becoming comfortable with post-pandemic life. However, 55% of Americans still prefer to watch films at home. Streaming services, ticket prices, and general interest in the released films are the main reasons people hesitate to enter the theater.  If fewer people are going to the theater, it is worth paying attention to what audiences are paying to see. In many cases, people are going to see a Marvel blockbuster. 

I would argue that more people are talking about films. Social media, including TikTok, has over 4 billion people using at least one platform. Millions of accounts, subreddits, threads and feeds are dedicated to talking about films people watch (whether they watched them in the theater or online). Go on any social network and type in #marvel. Millions of people use the hashtag, and TikTok alone has 199 billion views of videos using #marvel. You can’t escape it! 

Cinephilia is more than going to the theater and talking about what you see. Cinephilia is an obsession or fetishization of cinema. Are people still obsessed with movies? According to the box office, people are obsessed with seeing Marvel movies. More importantly, a lot of people are going back to the movies to see another installment into the Universe. Marvel is a continuously successful blockbuster machine. It is possible Marvel is only cultivating obsessive fans and not cinephiles, but fans are not the only ones who watch Marvel movies.

Scorcese is not the only one who doesn’t enjoy the superhero genre. “She-Hulk” and “Ms. Marvel” bombed, “Thor: Love and Thunder” was just ok, and many films were released without exceeding expectations. Some say the studio has peaked and is no longer at its former glory. I agree that the sheer amount of projects and lack of quality is starting to deter me from visiting the theater. However, there is something to be said about bad publicity. Cinephiles make wonderful critics, and Marvel films are easy to tear apart. People still have to go to the theater and watch the film to critique it.  

The first “Black Panther: Wakanda Forever” trailer was released July 23, 2022

Whether or not Marvel is at the top of its game does not sway my prediction that some of the upcoming Marvel films will yield massive box office success. “Black Panther: Wakanda Forever” will be released in November this year. Following the tragic death of its star, Chadwick Boseman, I’m sure many people are interested to see how director Ryan Coogler will handle the story. Additionally, phase five of the cinematic universe includes more “Avenger” films which always seem to dominate ticket sales. Box office success does not equate to being the sole savior of cinephilia, but the studio has managed to continue the shared viewing experience of a film in a dark theater which is important to cinephilia’s survival.

Does box office success mean every film produced by Marvel is a masterpiece? No, not at all. Does it mean everyone who attends a Marvel film is a cinephile? No. However, cinephilia is not defined by what an individual likes or dislikes. Rather, this exploration of Marvel and its relationship to cinephilia forces us to admit that the studio might be doing something right for the film viewing experience.


It may be a tough pill to swallow, but Marvel studios may have helped save contemporary cinephilia. Yes, Martin Scorcese, the films do feel like theme park attractions or cut-and-paste projects. Unfortunately, fewer and fewer people see movies in the theater, and Marvel guarantees attendance. Additionally, the obsessive viewer culture attached to the brand ensures that people will talk and critique each project with enough passion to defeat any colorful villain in a shiny suit. This is not a piece saying only Marvel fans are cinephiles or that Marvel is the end-all-be-all of modern-day cinephilia. However, if cinephilia is struggling, Marvel movies are a crutch.

Article courtesy of Sara Ciplickas