Did Deadpool & Wolverine break the MCU?

The immense success of Deadpool & Wolverine feels like a pivotal moment for the MCU, especially following some less well-received releases. While the post-Endgame dip may have been overstated, it's clear that success brings heightened expectations. What’s concerning with Deadpool & Wolverine, however, is that it introduces a new type of pressure that could potentially harm the MCU. The issue of spoilers is central to this.

On one hand, future Marvel films are now set to face positive challenges. With Deadpool & Wolverine revitalizing the MCU's box office, the bar has been raised, and the pressure to bring back both title characters will only increase. And that’s without considering other fan-favorites like Wesley Snipes' Blade, Channing Tatum's Gambit, Dafne Keen's X-23, and Jennifer Garner's Elektra. However, Deadpool & Wolverine also established a precedent Marvel will need to address soon.

Spoilers in film are a delicate issue. Some are used strategically to offer just enough of a tease to entice hesitant audiences, but there's also a growing culture that threatens the magic of cinema. Unfortunately, Deadpool & Wolverine crossed that line, and I fear it may set a dangerous precedent for future MCU films.

Significant parts of the story, including the first 35 minutes and major cameos, were revealed long before audiences even stepped into the theater. Surprisingly, this wasn’t just due to rogue media leaks or overenthusiastic early viewers; it was part of the film’s marketing strategy. Trailers and teasers actively spoiled cameos to generate hype, and even fan screenings revealed big details, like Henry Cavill's Wolverine cameo.

This tactic undeniably worked, given the box office numbers. However, when the film's director shares screen recordings on social media as part of the marketing, it suggests things may have gone too far. What's more alarming is that a segment of the audience seems to want this to become the norm.

The concern now is that you can’t put this genie back in the bottle. With upcoming projects like Avengers: Doomsday and Secret Wars already being discussed in terms of potential fan-service moments and cameos, there's a growing temptation to continue spoiling these films for the sake of buzz. While it's exciting to anticipate Hugh Jackman’s Wolverine, Deadpool meeting the Avengers, or Tobey Maguire’s return as Spider-Man, we don’t need all these surprises laid out before the films even arrive.

Granted, some spoilers are valuable in terms of marketing. For instance, it would be difficult to argue against leveraging Robert Downey Jr.'s involvement as Doctor Doom in The Fantastic Four: First Steps. However, I’d rather avoid learning about other major cameos or story elements before sitting down in the theater.

Post-release spoiler discussions are fair game for those who seek them out, but when they dominate marketing campaigns, as they did for Deadpool & Wolverine, it's overwhelming. Sadly, given how effective that strategy was for Shawn Levy’s sequel, it's likely Marvel will repeat it. Personally, I'd prefer the days of Andrew Garfield dodging questions about Spider-Man: No Way Home or digitally altered trailers that kept secrets intact until the big screen reveal.

Of course, I’m excited to join the hype train for Avengers: Doomsday and Secret Wars. I’ll devour the first trailers and eagerly listen to the cast’s comments. But I don’t want to know ahead of time if Hulk will fight Wolverine, if the Council of Reeds will appear, or what role the X-Men will play. Spoiling key moments in trailers used to be a cardinal sin; it shouldn't become the norm.

Looking back at the marketing for Avengers: Infinity War and Endgame, Marvel actively fought against spoiler culture. When actors like Mark Ruffalo or Tom Holland accidentally leaked details, it was treated as a major issue. Even when Frank Grillo teased Crossbones' return, he quickly walked it back, likely as damage control. Although some spoilers inevitably leaked, we still went into those films blissfully unaware of many key moments.

Marvel could have easily spoiled major Infinity War plot points, such as the return of Thanos' victims, the cameos, or Captain America wielding Mjolnir. But they chose not to, and it paid off. The thrill of experiencing those films in the theater, without knowing the biggest moments in advance, was part of what made them so special.

Unfortunately, cinema culture is now facing a tough battle. Ticket prices are high, audience behavior is declining, and studios are taking increasingly drastic measures to get people back into theaters. Some of these strategies, like spoiling X-23’s involvement, feel unnecessary and cater to an audience that values knowing things ahead of time more than actually watching them unfold on screen.

Part of this shift is driven by the rise of Internet scoopers, the enemies of those who wish to keep movie secrets. This hierarchy starts with legitimate insiders who verify their information and give studios a chance to respond. In the middle are those with some real connections but who often play at being top-level insiders. At the bottom are the opportunists, feeding off fan excitement with baseless rumors.

Studios are partly responsible for this culture. By embracing influencer marketing, they’ve inadvertently fueled the scooper phenomenon. On one side, there are reputable trades that report on poorly kept secrets, like Jennifer Garner’s Elektra return. On the other, we have scoopers blasting out rumor after rumor to eager fans with little accountability.

Ultimately, legitimacy doesn’t seem to matter. Scoopers can always claim that plans changed, allowing them to avoid repercussions for being wrong. This cycle will likely intensify as Avengers: Doomsday and Secret Wars approach, turning them into prime targets for spoiler-filled speculation. It’s troubling to think that Deadpool & Wolverine's marketing has set a precedent that encourages this behavior.