It's perhaps not a defining aspect of cinema as traditionally understood but the fact that MCU requires deep immersive knowledge does make it narratively interesting (true also of the comics). It's a new type of narrative, one critics have a hard time grappling with. https://twitter.com/keithcalder/status/1192620991777837056 …
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Where you see "own movies/shows" I see one huge show that floats from storyline to storyline until they merge, much like a daytime soap.
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You can say it's the same as soap operas but there are clear differences as well as overlaps. World-building is a much more important part of these fantasy shared universes (and key to their appeal) in a way that's not true of soap operas.
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