Is Florence Pugh's spoiler-heavy Marvel video proof the franchise is finally dying?
Is Florence Pugh's spoiler-heavy Marvel video proof the franchise is finally dying?
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The internet is in awe of Florence Pugh as she seems to have got away with breaking Marvel's number one rule: no leaking secrets and spoilers.
Following in the footsteps of spoiler king Tom Holland, Florence took to Instagram to share a behind-the-scenes video of her next venture – Marvel's Thunderbolts.
'Hey guys, how you doing?' the Dune star began as she exited her trailer – which had helpfully been labelled 'Yelena' – in full costume to the thrill of viewers.
Never before has a cast member given such a bold tour around the usually iron-clad set, with Florence insisting viewers couldn't 'tell anyone' about her 'sneaky' filming.
This is a stark difference from when Tom, who plays Spider-Man, infamously kept landing in hot water with bosses after letting slip little spoilers.
Film expert Ryan Toomey believes this 'lackadaisical' approach to protecting the Marvel Cinematic Universe 'magic' is symptomatic of the slow demise of the franchise.
The founder of pop culture website Upbeat Geek told Metro.co.uk: 'Marvel's once hyper-secretive sets and doctored movie trailers to hide spoilers born from an intensive fandom have now been reduced to nothing, with Florence Pugh happily showing up around the set of Thunderbolts in a way we've never seen before.
'The fact Marvel is now so lackadaisical about protecting its "film magic" is such a stark contrast, and I think reeks of desperation as it tries to claw back some of its initial fanfare pre-Infinity War, giving the sneak peeks fans always wanted – but is now far too late.'
Just five years ago, fans raged at any cast member who dared reveal any information about the franchise that could be construed as a spoiler.
Tom even earned himself the nickname 'Spoiler-Man', as the 27-year-old actor dropped information about Peter Parker's future for 'two more films' and revealed the Far From Home title.
He was believed to be heavily sanctioned by Marvel bosses as he frequently joked about getting in trouble and was carefully kept in line during interviews.
'Somebody's going to come and rugby tackle me,' joked Florence in her video, poking fun at this history of spoiler deterrent tactics.
The set tour video gave sneak peeks at already shot footage and set pieces such as a cylindrical lift, bright lights, and grey corridors.
Despite her assertions that she was 'sneaking' to film, the video was clearly approved by Marvel bosses and shared on the franchise's own TikTok.
Ryan explained that for many long-time Avengers fans 'something is now off' despite the star power connected to the brand.
'Fans are bored,' he continued. 'Marvel isn't giving us enough time to get used to new dynamics, plotlines or even charters before moving on to the next, giving us whiplash in a way that is the polar opposite of the carefully crafted movies we saw emerge in the late 2000s.'
His sentiment was echoed in jokes made by fans online, such as user katesteinfelds who said: 'Kind of insane they allowed her to do this at all two years ago she would've been shot on sight just for posting a selfie.'
Another stan account on X, quakesbf, added: 'They must be real scared for this movie if they are letting her post this to create hype'
As she showed off her khaki-green military-style superhero suit, Florence had teased: 'I can show you some things. Sneakily. As long as you don't tell anyone.'
Switching to a whisper, she added: 'I can show you a sneak peek at some of the sets, we're in the studio right now. We're in the studio that we're shooting in on this movie that I can't tell you much about. But look at that!'
'That's enough that's it, that's it!' the Oppenheimer actress said as she panned to a computer screen before wrapping up her tour.
While Marvel films are still box office staples, the blockbuster approach has been unable to capture the hype of the original Avengers.
It's easy to forget that the original films were filled with risky castings – Iron Man hinged around Robert Downey Jr who was on the brink of obscurity after addiction struggles.
Now household names, Chris Evans and Chris Hemsworth were both relative unknowns when they landed Captain America and Thor in the mid 2000s.
The Avengers was a wildcard that paid off, putting fresh faces at the helm of Marvel Comics' least popular team-up series in well-written and well-made movies.
From humble beginnings, the MCU took over a decade to carefully craft into a behemoth but now executives are banking on the love of Florence to fill seats.
As Ryan concluded: 'Marvel made a glaring error – focusing on pumping out more content as opposed to ensuring that content was good.
'Hopefully, this can be rectified, maybe with a reboot of some of their IPs, but I think Marvel would be wise to give movie fans a break and try to get back to what made films like Iron Man just so good.'
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