Joe Russo (Endgame) asks creatives to “oppose the money machine”

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Joe Russo, director of Avengers: Endgame (2019), declared this week that the work of creatives is to distance themselves from the merely monetary interests of large companies. And yes, it seems ironic that the filmmaker responsible for one of the highest-grossing films in history says so, with its $2.797 million dollars raised. On the other hand, what Russo would be demanding —without stopping thinking of cinema as a business— is that a constant flow of fresh ideas be promoted in an industry apparently lacking in originality.

Joe Russo in Avengers: Endgame (2019)

The director’s comments emerged during the DICE Summit 2022, an annual event of the Academy of Interactive Arts and Sciences (AIAS) that brings together various speakers from around the world to talk about the video game industry. In fact, Joe Russo shared interesting reflections on the future of this entertainment sector – for example, that video games will be the future storytelling— but also addressed the subject of movies.

Specifically, the 50-year-old filmmaker spoke about the current trend in superhero movies, which is the multiverse. Just in December we had Spider-Man: No Way Home and in spring we will discover Doctor Strange in the Multiverse of Madness. And as if that were not enough, not only Marvel Studios bets on that table. In 2022, Warner Bros. Pictures and DC Films will also get into the interconnected universe game with Flash.

So, between bringing back Tobey Maguire’s Spider-Man or Michael Keaton’s Batman, it’s as if the studios have found the best weapon to profit from nostalgia. At the moment, it is not ruled out that “multiverse” will be linked to the biggest blockbusters of the coming years, as it will be a concept from which Marvel and DC will squeeze every last drop, perhaps offering pure variants of the same formula.

“The corporate agenda is, ‘Do you like chocolate ice cream? Well here’s chocolate chip ice cream, here’s chocolate fudge ice cream’. It’s your job to turn on the money machine,” said Joe Russo (via IGN). «[Pero] it’s the creative’s job to say, ‘Well, I don’t know if I want to see that.

From the perspective of the prolific director, the job of the creatives is to prevent fertile lands —such as the multiverse, with its infinite possibilities— from becoming arid fields, due to insipid overexploitation. Therefore, they must “oppose the money machine” which becomes the only corporate motivation. And always contribute with proposals that defy any expectation.

Yes, too much of one thing is a bad thing, but I think there are enough creators and innovators in the space from whom you can expect surprises. Just don’t expect corporations to surprise you,” she added.

Directors Anthony and Joe Russo, on the set of Avengers: Endgame (2019)

Doctor Strange in the Universe of Madnessby Sam Raimi, will hit theaters on May 6, 2022. For its part, Flash It will have its premiere on November 4 of this year, under the direction of Andy Muschietti.

From Joe and Anthony Russo, Netflix will launch in the summer The Gray Mana thriller starring Ryan Gosling, Chris Evans and Ana de Armas.

Joe Russo’s (Endgame) entry asks creatives to “stand against the money machine” was first published on Cine PREMIERE.

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