At a certain level, Disney seemed to think that it had a Captive Audience with the MCU and that it didn't really matter what they did with it. It turns out that it matters a lot! It matters a lot if the movies you make are good. With a pair of movies that brought in almost five billion dollars, they capped off and paid everyone for their ten year investment in a way that feels earned but also, you know… final, with real stakes. Once they lost that scaffold they lost the plot. There wasn't any attempt to earn audience anymore, they had them. When they stopped being captivated, they stopped being captive. Now Disney has flipped the script; they've decided to go with captive creators instead.
