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In the competitive world of Hollywood and AAA game development, the pressure to produce blockbuster hits is immense. However, recent trends reveal that even with sufficient buildup, some projects fall short due to issues with storytelling, character development, or a failure to deliver innovative content that resonates with audiences. This article explores why buildup is crucial but not sufficient on its own, using examples like The Marvels and Concord to illustrate how quality and originality are equally vital for success.

The Importance of Buildup

Buildup refers to the gradual process of introducing characters, stories, or concepts to an audience over time, allowing them to develop a connection and investment. For decades, Hollywood and game developers have successfully leveraged buildup, particularly in cinematic universes like the Marvel Cinematic Universe (MCU), where characters are introduced gradually before starring in major blockbuster films.

Recent Failures Despite Buildup

1. The Marvels (2023):

• Background: The Marvels was expected to be a major hit, given its connection to the MCU and the buildup of characters like Captain Marvel, Ms. Marvel, and Monica Rambeau across multiple films and TV shows.
• Outcome: Despite this buildup, The Marvels underperformed at the box office. It faced criticism for its disjointed narrative and underdeveloped characters, which left fans disappointed. The film struggled to balance its ambitious scope with the necessary depth to make its characters and storylines compelling.
• Analysis: The failure of The Marvels suggests that while buildup is important, it must be paired with strong storytelling and character development. Audiences were familiar with the characters but were not engaged by the new material presented. This highlights that familiarity alone cannot sustain a blockbuster—quality content is crucial.

2. Eternals (2021):

• Background: Eternals was a major release for Marvel, introducing a new group of superheroes with significant buildup through marketing and tie-ins with the broader MCU.
• Outcome: The film struggled to connect with audiences, despite the buildup. Critics and fans alike found the characters underdeveloped and the story overly complex. While the film introduced new elements to the MCU, it did so in a way that felt disconnected from the audience’s expectations.
• Analysis: Eternals highlights the risks of introducing entirely new characters and concepts without the proper narrative foundation. Despite the buildup, the film’s execution fell short, showing that audiences need more than just familiarity—they need to be genuinely engaged by the story being told.

3. Ant-Man and the Wasp: Quantumania (2023):

• Background: The Ant-Man franchise had previously been successful, with a strong fan base and critical reception. However, the third installment, Quantumania, struggled to maintain this momentum.
• Outcome: Despite the existing buildup from previous films and the broader MCU, Quantumania failed to impress at the box office. Critics and audiences noted that the film lacked the charm and humor of its predecessors and that its focus on setting up future MCU events overshadowed the immediate story.
• Analysis: This example shows that even established franchises can falter if the focus shifts too much toward future projects at the expense of the current narrative. Buildup needs to be paired with a well-crafted, self-contained story that delivers on audience expectations.

Why Hollywood’s Strategy of Expanding Existing Universes Has Failed

Hollywood’s recent approach to expanding existing universes by introducing new characters and evolving the narrative into richer, more complex stories has not always yielded the expected results. Several factors contribute to why this strategy has faltered:

1. Oversaturation and Franchise Fatigue

• Audience Fatigue: Audiences have been inundated with content from established universes, leading to a phenomenon known as franchise fatigue. The rapid expansion of these universes, with new characters and stories being introduced too quickly, has left audiences feeling overwhelmed and less excited about new releases.
• Diminishing Returns: As more films are produced within the same universe, each successive release often faces diminishing returns. The novelty wears off, and the audience’s appetite for more content from the same universe decreases. This has been particularly evident in the MCU’s Phase 4, where the lack of a cohesive narrative has led to lower box office returns and less enthusiasm from fans.

2. Lack of Connection to New Characters

• Character Investment: While established characters have strong fanbases, new characters often lack the time and narrative space needed to develop a deep connection with the audience. This rushed introduction results in a lack of emotional investment, making it harder for these characters to resonate with viewers.
• Unclear Character Arcs: Many of the new characters introduced in these expanded universes lack the compelling arcs that made earlier heroes so beloved. Without a strong narrative journey, these characters can feel flat or unrelatable, which diminishes audience engagement.

3. Quality Over Quantity Issues

• Inconsistent Quality: The focus on expanding these universes has sometimes led to a noticeable dip in the quality of individual films. The emphasis on quantity—releasing multiple films and series in quick succession—has often come at the expense of well-crafted stories and characters.
• Recycling of Ideas: In an attempt to keep the universe cohesive, new films often recycle ideas, themes, and even plotlines from earlier entries. This lack of innovation can make new releases feel stale and unoriginal, which in turn alienates both new and long-time fans.

4. Failure to Innovate

• Playing it Safe: While expanding existing universes might seem like a way to innovate, it often results in playing it safe. Studios may be hesitant to take risks with entirely new stories or characters, leading to a reliance on the established formula. However, audiences are increasingly looking for fresh, original content, and when studios fail to innovate, the result can be box office disappointment.
• Missed Opportunities: Some new characters have potential but are introduced in a way that doesn’t allow them to shine. They may be bogged down by the weight of the existing universe’s expectations, or they might be introduced in a film that doesn’t give them the space to develop properly. This can lead to missed opportunities where characters that could have become fan favorites fail to make an impact.

5. Evolving Tastes and the Complex Interpretation of Diversity

• Positive Reception of Authentic Diversity: Audiences today expect more diversity in their media, including more representation of different ethnicities, genders, and backgrounds. When diversity is integrated naturally and authentically, it is often well-received. Films like Black Panther were successful because they embraced cultural representation in a way that felt organic and essential to the story.
• Pushback Against “Forced” Diversity: However, there is a growing sentiment among some audiences that diversity is sometimes implemented in a way that feels forced or as a superficial checkbox. When diversity is perceived as being pushed too aggressively, particularly at the expense of good storytelling or character development, it can lead to backlash. This is often termed “woke” content, where the inclusion of diverse elements feels more like an obligation than a genuine effort to enrich the narrative.
• Balance is Key: The key to successful diversity in films and games lies in balancing representation with strong, engaging stories. Audiences are looking for diversity that enhances the story and characters, not diversity that feels tacked on or that detracts from the overall experience.

The Gaming Industry: A Parallel Story

The gaming industry mirrors Hollywood’s challenges, with several high-profile failures despite significant buildup.

1. Concord (2023):

• Background: Concord was heavily marketed as a new AAA title with impressive graphics and gameplay. However, it failed to stand out in a market saturated with similar titles.
• Outcome: The game was criticized for feeling derivative, with many comparing it to Overwatch and Star Wars. Despite the buildup, Concord didn’t offer anything new or compelling, leading to poor sales and reviews.
• Analysis: Like Hollywood, the gaming industry needs to balance buildup with originality. Concord’s failure underscores the importance of innovation and unique content. Gamers today are looking for fresh experiences, and rehashing existing concepts without adding value is a recipe for failure.

2. Black Myth: Wukong:

• Background: In contrast, Black Myth: Wukong has been widely anticipated and praised, partly due to the long-standing cultural legacy of the Monkey King character.
• Outcome: The game has garnered significant attention and praise, even before its release, due to its impressive graphics, gameplay, and the rich cultural backdrop it draws from.
• Analysis: Black Myth: Wukong demonstrates how buildup, when combined with quality and originality, can lead to success. The game’s developers have not only leveraged the buildup surrounding the Monkey King mythos but have also delivered a product that feels fresh and engaging.

Buildup Alone is Not Enough

The key takeaway is that buildup, while essential, is not sufficient on its own. To create a blockbuster, whether in film or gaming, several elements must come together:

• Quality Content: The narrative, character development, and overall execution must meet or exceed audience expectations. If the content is lacking, no amount of buildup can save it.
• Originality: Audiences crave new experiences. Simply rehashing old ideas or relying too heavily on existing franchises without adding anything new will lead to fatigue and disinterest.
• Effective Marketing: Building hype is crucial, but it needs to be backed by substance. Marketing campaigns should focus on the unique aspects of the contentand why it stands out in a crowded marketplace.
• Balanced Execution: The focus should be on delivering a complete and satisfying experience in the current release, rather than over-emphasizing future projects or expansions.

Conclusion

The recent struggles of Hollywood and AAA game developers serve as a reminder that buildup is just one piece of the puzzle. Without high-quality content, originality, and effective execution, even the most anticipated projects can fail. As the entertainment industry continues to evolve, studios and developers must learn from these failures and ensure that they are not just building up to something—but building something truly worth the wait.

This balanced approach—combining long-term buildup with innovative, well-crafted content—is essential for creating blockbusters that will resonate with audiences for years to come. Additionally, while diversity and representation are important and increasingly expected, they must be handled with nuance and authenticity to ensure that they enhance the story rather than detract from it. In the end, it’s the balance of these elements that will determine whether a new character, movie, or game becomes the next big hit or fades into obscurity.