Avengers: Endgame has reclaimed the title of highest-grossing movie of all time following its "Encore" re-release, a move that has drawn criticism for its newly added scenes. These additions are seen by some as a desperate attempt by Marvel to retroactively fit its narrative into a cohesive plan, particularly in light of recent production challenges.
The "Encore" re-release, which included new footage, was intended to bridge the gap between Endgame and the upcoming Avengers: Doomsday. However, the new scenes have been described as "patronizing" and a "bald-faced ass pull," suggesting Marvel is trying to rewrite history to appear as if the current trajectory was planned all along. This strategy is viewed as a response to the removal of Kang actor Jonathan Majors from the MCU following a domestic violence case in 2023, which reportedly disrupted years of planning for the franchise's future.
Marvel Studios president Kevin Feige has defended the perceived lack of buildup to Doomsday, suggesting that the groundwork laid for Thanos's actions in previous films was less extensive than widely believed. Feige pointed to Thanos sitting on a chair and saying "I'll do it myself" as a key moment, implying that extensive narrative setup was not always Marvel's practice for major crossover events.
In contrast, the buildup to Doomsday, which is set to feature Robert Downey Jr. as Doctor Doom after only one post-credits scene appearance, is seen as needing significant bolstering. The "Encore" re-release's new footage is interpreted as a collection of scenes Marvel wishes it had integrated into earlier projects to strengthen the connection to Doomsday.
One new scene reportedly depicts Loki visiting Steve Rogers after Endgame, potentially retconning Steve's decision to live a quiet life with Peggy Carter into a multiverse-altering event. Another, allegedly exclusive to IMAX, shows the Time Variance Authority observing incursions between different universes, including those from the Fox X-Men films. A third scene shows Bruce Banner being abducted by Doctor Doom shortly after the events of Spider-Man: Brand New Day. The most contentious addition, however, is the "reveal" that the hammering sound heard when Tony Stark forged his original Iron Man mask in 2008 was actually Doctor Doom creating his own iconic mask in "Encore." This change is highlighted as a prime example of Marvel attempting to force connections that did not originally exist, turning a tribute to its past into a link to a hastily constructed future.
Despite the criticism, the "Encore" re-release has been a success by Marvel's metrics, restoring Endgame's highest-grossing status. The upcoming Doomsday is also expected to be a major box office hit, capitalizing on the return of characters from over 25 years of superhero films. Nevertheless, the approach has been characterized as a "pathetic nostalgia play" that attempts to obscure Marvel's behind-the-scenes struggles and maintain the illusion of a master plan, even if it means deriding its own previous work.