‘Avengers: Endgame’ Re-Release Is Damaging Marvel’s Reputation: Here’s Why

Avengers: Endgame will re-release June 28 in an attempt to surpass Avatar’s box-office record. Though Avengers: Endgame managed to rake in over $1 billion in its opening weekend alone – and was initially slated to effortlessly dethrone the Avatar species resting atop the totem pole – weekend sales have been drastically dropping.

As a result, Kevin Feige and the other head honchos over at Marvel have concluded that the series will not beat Avatar without a little push. Thus, the movie will be re-released this Friday with additional footage to draw fans back to the theatre.

Avengers: Endgame
‘Avengers: Endgame’ World Premiere | Photo by Alberto E. Rodriguez/Getty Images for Disney

The stunt will have to bring in approximately $40 million more to do the trick. Before we get into the several reasons this is damaging Marvel’s reputation, you must understand the “additional footage” that awaits.

According to MCU Cosmic, the new footage will include a deleted scene focusing on The Hulk, a “short-tease” for Spider-Man: Far From Home, and a heartfelt tribute to the late Stan Lee (the comic book genius behind the MCU’s masterpieces). Some theaters will also play an introduction by The Russo Brothers.

‘Avengers: Endgame’ re-release aggravation #1: The footage itself

While many fans hoped the re-release would be a director’s cut, featuring deleted scenes throughout the span of the movie. Kevin Feige squashed fans’ dreams when he explained that such a film was not in store. Instead, all the additional footage will come at the end of the three-hour movie fans have already sat through once.

To re-release a movie, merely to add a post-credits Hulk scene and a sneak-peek for an upcoming installment, feels lazy. Can’t Marvel do better? What about some behind-the-scenes bloopers? How about the several heart-wrenching moments or action-packed fights that wound up on the chopping block? Marvel has trained its audience to expect more, and now the studio wants something from us without delivering on the years of high expectations it has created.

Given that the content will not be sprinkled throughout the movie and likely consists of footage that already existed (a pre-recorded introduction, a Hulk scene, and a Stan Lee tribute) brings us to the next gripe: why wasn’t this included from the get-go?

‘Avengers: Endgame’ re-release aggravation #2: Where was the footage before? This feels like a money-making scheme

Given that the Stan Lee Tribute, the Hulk scene, and the Spider-Man: Far From Home clip existed when Avengers: Endgame first released, why was it not available then? This realization has led many Marvel enthusiasts to jump to the conclusion that the act is a mere money-making scheme. 

Many feel the Avatar competition is in place to align fans’ with Marvel’s mission. Painting the decision as a friendly battle will take the attention away from the studio’s singular – less admirable – intent to rake in several more million dollars for an already successful franchise.

Not only is the choice unnecessary, but the re-release will also detract attention from other Summer blockbusters and lesser-known independent films.

Isn’t it ironic that a studio committed to creating film’s about the superhero’s mission, about righteousness, bravery, and fairness would pull such a stunt? It’s obvious that they held the footage back on purpose, solely to be employed when ticket sales began to drop.

While many fans support the cause, taking to Twitter and other social media outlets, to claim their allegiance, other diehards are backing out.

Marvel has created a divide among its fanbase: those who are unwilling to partake in the ploy and those who have joined fists in the fight.  While Marvel will survive this decision regardless, it has left a poor taste in the mouths of many fans who have supported the franchise for the last decade.