Kevin Feige resets Marvel Studios as fans tire of MCU sprawl

Facing declining box office and streaming fatigue, Marvel revamps its TV and film strategy with fewer interconnected stories.

A drone and fireworks display featuring the Fantastic Four logo lights up the sky during Comic-Con International at the San Diego Convention Center on July 25, 2024, in San Diego, California. Photo by Matt Winkelmeyer/Getty Images

By Anna Fadiah and Hayu Andini

Kevin Feige, the longtime head of Marvel Studios, recently admitted to his inner circle that keeping up with the flood of Marvel content had started to feel more like a chore than a thrill. That internal frustration mirrors what many fans have been saying for years: the Marvel Cinematic Universe (MCU) has lost its spark.

What once felt like an intricate, rewarding saga has turned into a confusing maze of interconnected storylines. And for the man who orchestrated Marvel’s cinematic rise, the realization struck hard. Now, Kevin Feige is resetting Marvel Studios in an attempt to salvage its fading cultural grip.

Too much, too fast

The decline didn’t happen overnight. After the success of Avengers: Endgame in 2019—Marvel’s $2.8 billion box office triumph that served as the emotional and narrative capstone to a decade of superhero storytelling—Disney pushed the studio to expand aggressively. With Disney+ launching, the parent company needed high-profile content to rival Netflix, and Marvel became the cornerstone of that streaming strategy.

But what followed was a torrent of content—TV shows, miniseries, spin-offs, and films—that overwhelmed even die-hard fans. The tightly interconnected storytelling that had once been Marvel’s strength became its biggest liability. Casual viewers found themselves unable to keep up, while longtime fans began experiencing what became known as “Marvel fatigue.”

In a bid to satisfy Disney’s insatiable demand for new programming, Marvel sacrificed cohesion and quality. Shows like Secret Invasion and Ms. Marvel failed to generate buzz or viewer loyalty, while theatrical releases such as Ant-Man and the Wasp: Quantumania and The Marvels stumbled critically and commercially. The Marvels, with a budget close to $300 million, barely grossed $206 million worldwide—a catastrophic result by Marvel standards.

Feige’s plan to save Marvel

Recognizing the dire state of the brand, Kevin Feige is now leading a full-scale overhaul. The focus: less volume, more quality, and simpler stories that don’t require viewers to be MCU scholars.

The strategy includes dramatically cutting back on TV output. Starting next year, Marvel will release only one or two live-action series annually. These shows will focus on self-contained narratives rather than feeding into a broader cinematic arc. Additionally, some series will have multiple seasons planned in advance, avoiding the constant rebooting and overextension that plagued recent efforts.

On the film side, Feige is concentrating his energy where it matters most: rebuilding Marvel’s theatrical dominance. After a string of underwhelming titles, the studio is hoping to bounce back with Thunderbolts, a team-up film centered on lesser-known characters. While early projections suggest a modest box office opening between $70 million and $75 million domestically—placing it in the lower tier of MCU entries—critics have responded positively, suggesting Marvel may still have a pulse.

If Thunderbolts can win back skeptical audiences, it could pave the way for July’s The Fantastic Four: First Steps, a rebooted origin story meant to tee up the next major Avengers films planned for 2026 and 2027.

Rebuilding the foundation

Insiders say Feige’s recent moves have all the markings of a studio under urgent repair. Longtime collaborators such as directors Anthony and Joe Russo—who helmed Avengers: Endgame—have been brought back into the fold. Marvel even pivoted dramatically by shelving Avengers: The Kang Dynasty and shifting to a new villain-focused direction.

Robert Downey Jr., the face of the franchise for over a decade, has reportedly been in talks to return—not as Iron Man, but as Doctor Doom, one of Marvel’s most iconic antagonists. The decision to place him at the center of the newly rebranded Avengers: Doomsday signals just how high the stakes are. Marvel isn’t merely tweaking its plans—it’s banking on nostalgia and star power to reignite fan enthusiasm.

Feige has also restored some of Marvel’s original structure. The so-called “parliament,” a core group of creative executives who helped shape the studio’s most successful phase, is back at the center of decision-making. After a somber 2023 retreat in Palm Springs, the group began charting a more restrained, focused future—one where quality takes precedence over quantity.

Learning from past mistakes

The streaming era forced Marvel to stretch its leadership and creative teams far too thin. With Kevin Feige remaining the ultimate authority on all creative decisions, staffers often found themselves waiting weeks for feedback—time they didn’t have. Some reportedly chased him down hallways for sign-off, while others saw their work discarded after sudden pivots.

At the same time, Marvel’s frugal roots gave way to unchecked spending. Series budgets ballooned to over $100 million per season, some nearing $200 million. The cost of A-list actors and state-of-the-art visual effects proved unsustainable, especially when returns didn’t match expectations.

Public dissatisfaction only compounded these challenges. A growing number of fans criticized Marvel’s lack of focus and its alienating storylines. The franchise, once known for its crowd-pleasing simplicity and charm, now felt bloated and impenetrable. The idea of a “no new fans club” became an unfortunate reality—newcomers had no way to jump in without watching dozens of hours of content.

Downey, Doom, and Doomsday

In one of his boldest gambits yet, Feige orchestrated Robert Downey Jr.’s surprise return to the MCU in a shocking reveal at San Diego Comic-Con in 2024. In front of thousands of attendees, Downey removed a Doctor Doom mask on stage, announcing his new role in Avengers: Doomsday. The internet exploded. For many, this was the sign they’d been waiting for: that Marvel was ready to reclaim its throne.

According to people close to the production, Feige is determined to recapture the spirit and cohesion that made Marvel dominant throughout the 2010s. By bringing back trusted collaborators, limiting TV output, and focusing on marquee theatrical releases, Marvel Studios hopes to shake off its slump and win back the trust of fans and critics alike.

What’s next for Marvel Studios?

With the next two Avengers films in development and The Fantastic Four poised to reset a key pillar of the MCU, Kevin Feige’s future—and that of the entire franchise—hangs in the balance. Success is not guaranteed. The market has changed, fan patience has worn thin, and the superhero genre is facing broader fatigue.

But Feige, long regarded as the most successful producer in Hollywood history, is betting big on a simplified, reenergized vision. If his reset works, Marvel Studios could once again dominate both the box office and the cultural conversation.

If not, it may finally mark the end of the superhero era he helped create.