Did Marvel Self-Sabotage With Streaming? Mark Ruffalo Weighs In

Published: February 23, 2024

Did Marvel Self-Sabotage With Streaming? Mark Ruffalo Weighs In

By Movieguide® Contributor

AVENGERS star Mark Ruffalo, who played the Hulk, is sharing his thoughts on Marvel’s and his superhero character’s futures.

“I think the expansion into streaming was really exciting, but the thing about Marvel movies is you had to wait three years and that created a mystique,” Ruffalo said. “These corrections could be really positive things. Will it be what it was? I don’t know.”

Ruffalo is referring to the steady stream and availability of Marvel content on Disney+, which allows viewers to watch new movies and shows without building anticipation for the next release.

USA TODAY reported, “Disney bought Marvel in 2009, securing rights to Marvel Entertainment’s plentiful realm of superheroes. The Marvel Cinematic Universe has since been a cash cow for Disney, raking in box office sales with major titles like AVENGERS: ENDGAME and BLACK PANTHER. Disney+, the company’s streaming platform, has also reaped the benefits with hit shows like WANDAVISION and MS. MARVEL.”

The seemingly constant flow of new Marvel content, however, has resulted in “superhero fatigue.”

“Marvel expanded into TV series and animation, with the goal of the MCU becoming a place with a seemingly endless procession of year-round releases. It was an ask that proved too unwieldy to sustain,” The Hollywood Reporter said.

“Some of our studios lost a little focus. So the first step that we’ve taken is that we’ve reduced volume,” Disney CEO Bob Iger said on Feb. 7. “We’ve reduced output, particularly at Marvel,” to ensure “the films you’re making can be even better.”

Despite waning interest in superheroes, Ruffalo said he would love to do a separate HULK movie.

“I’d love to do a standalone HULK, I just don’t think that’s ever going to happen,” the actor said. “It’s very expensive if you did a whole movie, which is why they use the Hulk so sparingly. I priced myself out!”

Deadline reported, “The Marvel Cinematic Universe has had only been one pure Hulk movie: 2008’s THE INCREDIBLE HULK. In it, Bruce Banner was played by Edward Norton, with Ruffalo taking over the role in THE AVENGERS series.”

Despite the success he found with the MCU, Ruffalo has been involved in projects outside the franchise as well.

“He was very aware of where his career could end up by being sucked into the MCU. He made sure that he was doing films between Marvel movies that showed his range, and picked up two Oscar nominations in his time off from playing the big green guy,” GQ reported.

His decision appears to have been a good one.

This month, Ruffalo was honored with his star on the Hollywood Walk of Fame. He recently posted a photo of himself and the star to Instagram: “Thank you thank you thank you. This star is not only mine, but for everyone who’s been a part of my life.”