Invincible Season 4: Why Superhero Fatigue Isn’t the Real Problem
“It just takes a little bit more effort to break through and get noticed than it did in the past.” This sentiment echoes throughout Hollywood and among fans alike. Superhero films, once cultural behemoths, aren’t dominating the zeitgeist as they once did. While Marvel’s reign was once unchallenged and even a mediocre DC film could guarantee box office success, the returns on these comic book adaptations are demonstrably diminishing. Television isn’t immune either, as evidenced by the comparatively muted response to Wonder Man compared to the phenomenon that was WandaVision, which practically earned a movie-sized sequel.
Are Superheroes Past Their Prime?
So, are onscreen superheroes past their prime? Not according to the showrunners of Invincible, which returns to Prime Video with its highly anticipated fourth season of ultra-violent, cartoon superhero adventures on March 18th. Robert Kirkman, the franchise creator, argues that the public’s obsession with superheroes hasn’t waned. “I would argue the zeitgeist has definitely not moved on from a superhero obsession,” Kirkman told Polygon in a recent interview, “but I think the audience has become so much more accustomed to superhero stories and savvy about superhero stories.”
For Kirkman, who also penned the original Invincible comics, the core issue isn’t boredom with the genre, but rather its need for evolution. Simply delivering a competent superhero story isn’t enough anymore. “They were a very unique, exciting, new thing when Marvel movies started coming out two, three, four times a year,” Kirkman explains. “Now, the audience has grown so accustomed to that storytelling that superhero stories need to elevate the genre. People are as hungry for superheroes as they always have been.”
The Pressure to Innovate
Simon Racioppa, Kirkman’s co-showrunner, agrees, adding that the bar for superhero content is consistently high. The genre’s success has become its own challenge; each new release raises audience expectations. “If you want to pop out of the crowd, being a good show isn’t enough,” Racioppa says. “You need to capture something unique, or smash in some other element that hasn’t been there before, or just execute exceptionally well on all levels.”
The Streaming Landscape & Competition
However, the problem might be larger than just the superhero genre itself. Consider the media landscape shift since 2008, when Iron Man launched the Marvel Cinematic Universe. Back then, Tony Stark only had to compete with other theatrical releases. Now, every new film and show is vying for attention against the entirety of streaming history.
“When you’re on a streaming service, you’re not competing with the 10 shows being produced right now, you’re competing with every TV show that’s ever been made,” Kirkman points out. “So if you’re making a sitcom, you’re right next to Friends and Seinfeld. Good luck!” He continues, “That’s just the media landscape now. You have to figure out how to be unique and how to break through, because we’re all boxes on a streaming service that people scroll past at the end of the day, superhero or not.”
The first three episodes of Invincible Season 4 debut on March 18th on Prime Video. Will Invincible break through the noise? Only time will tell.
As a point of reference, consider this: it’s been 20 years. Nothing lasts that long. We didn’t even stay in Afghanistan as long as the Marvel Cinematic Universe has been around.
Learn more about the evolution of superhero storytelling: Polygon’s Interview with Robert Kirkman and Simon Racioppa
