If this video tells us anything, it’s that the massive Marvel Cinematic Universe franchise known as the Avengers is finally coming to an end (at least for now). The cast is having fun with their legacy, singing Billy Joel’s, “We Didn’t Start the Fire”, in celebration of the release of their final film installment, Avengers: Endgame.
What does this type of marketing playfulness tell us about the success of the franchise?
1) It tells us the studio is confident enough in the new film to get totally hammed out with how they’re choosing to get fans excited.
2) It tells us the wider entertainment industry, consisting of shows like The Tonight Show Starring Jimmy Fallon, for which this fun video was produced, is interested in teaming up with Marvel to help promote what is bound to be a record shattering opening.
End of an Era
When the first Avengers movie came out in 2012, it marked the first steps towards tying together an historic collection of massive blockbusters into one shared universe. This was unprecedented in the history of cinema at such a massive scale and has left the business changed forever.
The song, “We Didn’t Start the Fire”, is fitting since its lyrics are a symbolic map of the passage of time between Billy Joel’s birth in 1949 and the year it was released in 1989. In his own way, he was acknowledging his legacy in the lyrics. In their own way, the Avengers cast is acknowledging their legacy by singing it together.
Who knows what the future of the industry will bring to audiences, but there is a definite warping of the superhero genre occurring in films like Brightburn, starring Elizabeth Banks, and the new Amazon series, The Boys. All good things must pass, and although we’re sad to see the Avengers movies wrapping up, we’re excited for the release of Avengers: Endgame and to see what the future holds.
You can check out the trailer for the new film here.