I’m thinking that the tight continuity of the first three phases of the MCU was probably a pain in the ass to maintain, and this provides an excuse for just doing whatever and saying “Eh, multiverse.”
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Definitely a pain to introduce new characters and come up with reasons why they weren't a part of previous story arcs. They had kinda lame excuses like Wakanda being secluded and Capt Marvel flying around the galaxy.
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I love how metafictional it is. Sylvie says this out loud in today's episode ("it's fiction!")
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The characters are shown the script their actors have learned.
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But then the conclusion is just a set-up to lead in to another round of pre-planned movies, and they are using the multiverse to revive interest in a storyline that lots of people were finished with. As all comic book universes always do
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That's the brand management part!
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God, it really is.
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Which is kind of meta, considering how Disney is managing the trademark on the “Loki” name.
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Universe is, by definition, all inclusive, infinite and eternal. Multiverse is most definitely a marketing scam.
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The primary reason I stopped reading superhero comics was b/c of disruptive, multi-title spanning, universe restructuring gimmicks. "Crisis" this and "War" that. Characters couldn't die, finality didn't exist, so by definition, the stories didn't matter.
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I gave them up around 2008-2009, but thinking about it, I distinctly remember the resurrection of Jason Todd as Red Hood around 2005-2006 (which was part of Infinite Crisis) is the thing that finally put the thought in my head that maybe I needed to move on.
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