Then came tentpole, meaning a franchise so huge it could take care of a studio’s overhead by itself - and make a lot of smaller poles (i.e., movies that neither cost nor stand to earn that much), from a financial standpoint, irrelevant. First came franchise, a term once reserved for 7-Elevens and gas stations, which, when substituted for the previously used series, would make businessmen salivate on cue. That’s the new Hollywood buzzword: universe. He has managed to locate the epicenter of the “universe” universe. Perhaps only Joss Whedon - fanboy, scholar, hack, pop visionary, humanist - could satisfy both nerd-do-well Comic-Conners and corporate masters so thoroughly. The amazing thing about Avengers: Age of Ultron is that it’s reasonably enjoyable while feeling less like a movie than an epic sowing of seeds for multiple Marvel properties.
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