Trouble for Thor?
We all know Thor as one of the main, original members of the Avengers, played by Chris Hemsworth in the MCU. There are currently four Thor films with each being differently received by critics and audiences. To summarize, the first was a very average, cool introduction to the character. The second film in the series, however, is notorious for being not just one of the worst Thor films, but one of the worst films in the entire MCU. It’s safe to say that Marvel had to differentiate themselves for the third.
In the marketing world, differentiation is very important when either entering a new market, or releasing a new product/service in an existing market. Differentiating yourself from competitors, or from even previous product lines of your own, is perfect when trying to instill new interest and loyalty. In the entertainment industry, I always use the Thor films as an example of perfect differentiation, as well as knowing when to stop.
The Rise
Marvel had the genius idea of completely reinventing the character, down to the tone and even his overall look. They hired Taika Waititi to direct, and the movie became what we all know and love now: Thor: Ragnarok. The film became a smashing success, and at the time was noted as people’s favorite MCU movie ever made.
Due to this, a fourth film was greenlit, with audiences thrilled due to the recent hit, as well as the announcement of Cristian Bale being cast as the main antagonist. I remember first hearing the news: a new Thor film, directed by Taika Waititi, Cristian Bale as the villain. It all seemed too good to be true.
Oh how right we all were.
The Fall
As you can see from the picture, the movie was a failure, in the eyes of both the critics and even the general audience. Simply put, Thor became too silly and comical. The studio looked at the success of Thor: Ragnarok and decided to lean heavier in that direction for the sequel, and that was the nail in the coffin for the character.
Coupled with lackluster CGI and interesting narrative choices, this movie essentially killed the character, so much so that Chris Hemsworth stated he wouldn’t play the character again unless he returned to his more serious tone.
Marvel simply flew too close to the sun with Thor.
Topic: Differentiation
