Perspective: The Avengers are the heroes of 'Endgame,' but Disney was the villain all along
Characters from Disney and Fox movies are displayed behind Cathleen Taff, president of distribution, franchise management, business and audience insight for Walt Disney Studios, during the Walt Disney Studios Motion Pictures presentation at CinemaCon 2019 in Las Vegas. By Dan Hassler-Forest Dan Hassler-Forest Bio Follow Dan Hassler-Forest is an author and public speaker on media franchises, cultural theory, and political economy.
More than just another superhero movie, “Endgame” shattered box office records in its debut, with a global haul of $1.2 billion in its opening weekend alone. But that hardly comes as a surprise: Where Thanos arrogantly declares himself inevitable, this film’s success was never a question for Disney.
Disney’s swelling assemblage of franchises and brands is the only Infinity Gauntlet that matters in the current entertainment landscape, offering it power enough to determine how many of us spend the vast majority of our free time. In 2018, Disney-owned productions already made up over a quarter of the domestic box office, and that market share now seems all but certain to grow even higher after the Fox merger.
Disney isn’t the only player in town, of course. Just as Thanos leaves some of his antagonists alive at the end of “Infinity War,” there are other media companies still in the game, some of whom may even benefit from the corporate titan’s power, if only through deliberate counterprogramming.
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