What’s With Marvel Alienating Actors?

  • 125 Comments
 
What’s With Marvel Alienating Actors?  

If there’s one lesson that any actor who works with Marvel Studios should take from the recent Ed Norton/Avengers bust-up, it’s this: You do not want to mess with Marvel. But then again, why should we be surprised?

After all, Norton and Marvel had, reportedly, fallen out back before the 2008 Hulk was released over whose version of the final cut would end up being released, and the movie’s lack of success gave the studio the out it needed to be able to replace the actor (Interestingly enough, I’ve noticed some Marvel executives describe Marvel Studios’ history recently as Iron Man, then Iron Man 2, Thor and Captain America, as if Hulk never existed; wishful thinking, especially when you consider that the character has been the source of two failed franchises in the last decade). The surprise, then, isn’t that Norton won’t be in Avengers, but that Marvel handled the whole thing so terribly.

Admittedly, that the rumor broke ahead of Marvel’s schedule – Presumably, they’d have rather announced the new Bruce Banner first, instead of having to admit that, no, it’s not going to be Ed Norton and we’ll get back to you later on who it will be – can’t be blamed on the House of Ideas, but the statement released in reaction is just stunning: In what world was insulting Norton out of the blue like that (The implication that he’s not “an actor who embodies the creativity and collaborative spirit” of other Marvel actors, nor one who “thrive[s] working as part of an ensemble” – Or, to translate, that he’s a difficult diva who only cares about himself) a good idea, especially as the first official comment from any of the involved parties? Norton’s own classy response, in which he thanked Marvel for the opportunity to “be part of the Hulk’s long and excellent history” and said that “Hulk is bigger than all of us,” just underlined the impression for many that Marvel president Kevin Feige – and, by extension, the studio as a whole – was, to be polite, acting like a bully.

Again, this shouldn’t come as a surprise: This is the studio that replaced Terrence Howard with Don Cheadle for Iron Man 2 and blamed the decision on concerns over Howard’s performance and behavior on set during the first movie – even though multiple sources confirmed that no-one had raised the issue to Howard or his reps earlier, as well as the studio that almost let Samuel L. Jackson walk away over contract negotiations at the start of last year.

Marvel Studios is almost impressively old-school when it comes to dealing with actors, it seems – It’s their way or the highway (Not just actors, of course; complicated contract negotiations may be the reason why we haven’t had official confirmation of Joss Whedon’s Avengers directorial position yet, and it’s been rumored that the studios’ writers aren’t necessarily well compensated for their efforts), and there’s definitely a way in which that should be applauded… But the studio also seems to be running the risk of thinking that actors and other talent is entirely interchangable, and that the most important ingredient is the Marvel brand and the characters – and anyone who’s seen Daredevil, The Fantastic Four or even X-Men: The Last Stand should be able to guess where that school of thought fails. Right now, of course, it’s not actually a problem for the studio – They’re still successful, they still have buzz and Hulk wasn’t enough of a flop to harsh anyone’s buzz really. But the day will come when contracts have to be renegotiated for the actors that can’t easily be replaced, and that’s when things will become interesting: Could Marvel really pull the same tactics they attempted with Norton on Robert Downey Jr. without it blowing up in their faces, for example? Would they be stupid enough to try?

  • Jaimes

    I'm an unabashed Norton fan, so I'll openly admit to bias right at the start … but what gets me about the whole 2008 debacle of The Hulk was that Marvel resisted Norton's (as well as Leterrier's) attempts to make it a better film, and THEN had the gall to blame him for the movie not being a success. I mean – what the?

  • SullyE

    He was trying to get them to release his cut, and was kind of being a bitch about it, by all reports. That's why there was talk of him being fired before the movie was made. He kept trying to take it over. Also, the movie was a success. It made $170 million (total box office of over 320 million) in theatres alone.

  • SullyE

    Since I can't edit, and I'd forgotten a detail, replying to myself:

    It was reported that Favreau had difficulties with Howard, and kept re-cutting his scenes, but Marvel apparently never commented on the situation. So it's not like they were the ones out there blaming Howard for that. Howard's reps said he didn't have a problem, and that's entirely possible. I've worked with people before and I'd never work with them again, but they'd never know I had a problem with them because I was so nice about asking them to do better.

    Yet another frustrating mistake with the article.

  • Godwell

    I totally agree, Josh. Norton was Banner to me and I am totally disappointed in a company that is a major part of my childhood (to adulthood) behaving like dicks.

  • Jacksprat

    Terence Howard's dismissal bothered me more than Ed Norton Jr. I mean.. Hulk was already ruined. They already decided to re-do the CGI, cast a new actor, sort of acknowledge yet disavow the first film, etc…. And THEN do this quasi-reboot just a few years after the first “failed” attempt. Give me a break, what more can they do to ruin any continuity for the character?

    No, I was bothered by Howard's dismissal. War Machine isn't exactly a big character in non-comic book world, and it would have helped audiences relate to the first film if they recognized the character better. I also thought that as great an actor as Don Cheadle is — Howard just looks more like the Rhodes I remember from the comics. A buff military dude.

  • http://ww.planetmarkus.com Markus

    Marvel brags about movie continuity but just couldn't claim casting consistency. Too sad. They've been firing awesome actors!

  • Comicsaredead

    But because it was not a “Marvel Studios” film means that it was not the same people running the show. Sony was and is, not Marvel. It's not splitting hairs. It's two different groups in charge.

  • Comicsaredead

    Norton is a prententious ego maniac. He deserved writing credit on Hulk about as much as I did. Class act? Give me a break.

  • BrotherUnitNo_4

    Marvel didn't make Punisher War Zone.

  • Holden21361

    Let me start by saying, I respect your opinion and am not trying to change it. I may not share your views, but it is refreshing to hear someone who has an opinion different than mine.

    That said, I have to disagree with your depiction of Norton's Banner. I thought that he brought a quirky awkwardness to the character that was missing from Eric Bana's attempt (though I think Bana is a great actor). There is passion in Norton's portrayal of the character that is both Dr. Frankenstein and his Monster. And, I liked the evolution of the character through the movie, from his struggle to suppress the monster and cure himself at the beginning of the film to his acceptance and desire to control him at the end. This does keep in tone with Bruce Jones' run on the title.

    As with the changing of writer/artist teams on a given title, the movie's representation of these characters is how the writer, director, actor, and producers see said character. Though it may seem cut-and-dry how a character would or wouldn't act, it is filtered through the perceptions of the creative team that is bring the project to the screen. So far, the popular perception is that the Hulk is a carnal, primitive force of nature. While I don't really dig the 'Intellectual Hulk', I would love to see a creative compromise: a smarter Hulk who becomes more savage and less intelligent as he becomes more angry.

    Just of the sake of asking, who do you think would make a good Hulk? I am interested in your perspective, considering you were not impressed with either Bana or Norton.

  • FredII

    Norton isn't Robert Downey Jr. and neither was Terrance Howard. And that's the point. Some actors are real divas, and sometimes their agents are. To the studio, it doesn't matter who is giving them flack, it's the flack they don't want to deal with.

    X-Men, Fantastic Four, these were made outside of Marvel, and I think that's the second point. Marvel has let it's brand be dilutted by Hollywood in the past, and now that it has control, it intends to be the one in control. Much like Lucas and Disney keeps a tight reign on their lucrative properties, so does Marvel (explaining why the Disney Merger has been such moonbeams and unicorns from reports).

    Really, the Marvel Francise is what is important. Maintaining what it is that makes these characters popular is what is important, and if an actor or director doesn't realize that, and wants to go in a “new” direction, it is Marvel's responsibility to cut them off at the knees.

    Marvel's response was bad, but every studio makes mistakes, one assumes it won't happen again. But at the core, the idea that the Hulk, and the way the Hulk story is told, is more important than what actor plays banner is true. Banna and Norton did the role well, but Banner is really the second fiddle to the story of the Hulk, and not realizing that fact is probably the mistake that both actors made.

  • comic relief

    @SullyE,

    If you noticed I only congratulated Comicsaredead for expressing his point of view; which was much more defined the second time than in his initial post. I actually preferred the Norton version, (which I said) yet I do try to be patient.

    Today I am not a big fan of the Carmine Infantino/Adam West era Batman. I loved it as a kid because nothing else existed. When I look back at that time period, I am more inclined to admit I enjoy the Neal Adams comic’s version. Though Infantino, as an artist is still pretty spectacular. I hope you can tell my review is greatly focused on the dramatic portrayal of the character not the comic’s presentation in that same time period. In fact I consider the current “Brave and the Bold” cartoon series’ depiction of Batman obsessed with that period. I can’t even watch though I did see part of a show once.

    Today I admit I appreciate the Frank Miller/Kenneth Nolan/Christian Bale era Batman. In other words I can tolerate the Bixby/Ferrigno/Norton Hulk until a better version eventually appears. Unfortunately we have not seen it yet; maybe the Avengers movie will help this along. Yet I agree with Greame, Norton’s treatment by Feige was disrespectful and disgusting.

    Thank you for correcting me. I never saw the Mark Steven Johnson’s Directors cut of Daredevil even though I thought performances by Jennifer Garner, Colin Farrell, and Michael Clarke Duncan were exceptional. I will regretfully retract the statement that Affleck should carry all of the weight for that Daredevil depiction. I am sorry. I hope you are happy.

    I will respond to what you said next in my next post.

  • comic relief

    @SullyE,

    You are entirely correct. I should give credit where credit is due. Marvel was purely distributing their properties with so many of the comic book depictions we have seen in the last ten years. They were not the directorial or acting authors in any respect. Still I hold them responsible for the shoddy way they control and distribute their properties. You may believe Marvel is helpless in this regard.

    That said I am a bigger fan of DC’s tendency to withhold their properties waiting for the Donners, Burtons, Nolans, Campbells, etc. of the world to produce these characters well and right.

    Yes I’m a fanatic fanboy, I want to see the entire DC and Marvel universe on screen now; but bad depictions are difficult digest and worse yet they are difficult to forget. I’m glad I have not seen terrible versions of Aquaman, Flash, Wonder Woman and Green Lantern on the big screen yet. DC is doing it’s very best to keep this from happening and I am (though it does not always sound like it) one of their biggest supporters because of it.

  • Jay Fury

    Having worked at Marvel for over five years, and leaving just recently, I can tell you that the corporate culture there regarding EVERYTHING, from negotiating contracts with freelancers to responding to requests for office supplies, is “EFF YOU, WE'RE MARVEL”. They know that the properties they own and the opportunities they offer are extremely valuable and desirable and they use that to establish a position of power and in turn bully the hell out of everyone. Which is totally their right, but in all honesty, I'm actually surprised we don't hear more of this.

  • Thad

    Stan has a better deal now, and he had a better deal in the 1960's — precisely BECAUSE he hogged all the credit and his superiors thought he was the only guy responsible for the comics' success and guys like Kirby were just interchangeable dime-a-dozen artists.

  • http://corporate-sellout.com Thad

    …this is news to you? That Marvel mistreats its talent? Really?

    See the comments above regarding Jack Kirby.

  • http://corporate-sellout.com Thad

    But we're talking, specifically, about how Kevin Feige handled the announcement that he wasn't going to be in Avengers, and how Norton responded to that. Feige acted like a dick, Norton acted like a professional. Even if Marvel was right to pass on Norton, Feige handled it badly, and even if Norton was difficult to work with, he showed no indication of that in his conciliatory response.

  • http://corporate-sellout.com Thad

    “Look over there!”

    We're talking about Marvel recasting roles in its movies, Comic Relief. What does DC's recent behavior with minority characters have to do with the price of wang in China?

  • http://corporate-sellout.com Thad

    I don't know, X-Statix was pretty great.

    Of course, editorial mucked with it and it got canceled, but it was still pretty great.

  • Agent1458

    I most definately agree about Cheadle, he is an awesome actor, but doesn't have the look of Rhodey like Howard does.

  • Agent1458

    I just don't get how Marvel dumps actors that really fit the part of the characters that they are cast for. Its already been said but Howard had a stop on look for Rhodey and Norton was a nice Bruce Banner. I mean a helluva lot better than Bana. Lets just hope they deal with Downey like professionals and don't lose him as Iron Man.

  • Taylorjt28

    Marvel Publishing, Inc., commonly referred to as Marvel Comics, is an American company that publishes comic books and related media. Marvel Entertainment, Inc., a subsidiary of The Walt Disney Company, owns Marvel Publishing.

    Marvel counts among its characters such well-known properties as Spider-Man, Iron Man, the X-Men, Wolverine, the Hulk, the Fantastic Four, Captain America, Daredevil, the Punisher, Ghost Rider, Doctor Strange and others. Most of Marvel's fictional characters operate in a single reality known as the Marvel Universe, with locales set in real-life cities such as New York, Los Angeles and Chicago.

    The comic-book arm of the company started in 1939 as Timely Publications, and by the 1950s had generally become known as Atlas Comics. Marvel's modern incarnation dates from 1961, with the launching of Fantastic Four and other superhero titles created by Stan Lee, Jack Kirby, Steve Ditko, and others. Marvel has since become the largest American comic-book publisher, surpassing its longtime competitor DC Comics.

    On December 31, 2009, The Walt Disney Company acquired Marvel Entertainment for $4.24 billion.

    Hey! It's their characters and their money….they can do as they please if it makes the movie better.

  • Brian From Canada

    Agreed! Superman Returns was intended to be a direct sequel to the Richard Donner/Richard Lester films, and it holds up extremely well next to them.

    Hollywood's stuck assuming that Batman's success should be matched by other films, despite the franchises being completely different in tone and character.

  • Brian From Canada

    Another bit of Hollywood tripe!

    First of all, Daredevil and Fantastic Four were successful enough for Fox to launch a second film (Elektra in the case of Daredevil). They're only considering relaunching those franchises NOW because of Hollywood's insistence that anything not on the level of Iron Man or Dark Knight is an automatic failure, despite the “moderate” success of those two franchises.

    Secondly, Fox — NOT Marvel — had every right to block Singer from the lot because Singer thought the competition between both film studios and their property owners didn't apply to him. You don't tell one blockbuster franchise to pause while you make their competition. Ryan Reynolds gets away with that now only because there is no one else more perfect for Deadpool, and Deadpool's nowhere along the production line that Green Lantern was.

    Thirdly, Terrance Howard's dismissal wasn't mishandled by Marvel at all. Two key points were allowed to leak out AFTER the dismissal: cost and ability. Ability had to do with Favreau's distaste in reshooting scenes with Howard that he didn't have to do with any other actor — their views just didn't match. As for cost, his salary was more than Downey, Paltrow and Bridges COMBINED and he wanted a pay raise, which was out of the question.

    PLUS Howard doesn't bad mouth them because he was paid a buy out from his contract as per regular practice in Hollywood. Billy Dee Williams made big money for being switched out in Batman Forever for Tommy Lee Jones. It happens.

    Finally, regarding Ed Norton: yes, Kevin Feige made a public blunder in his handling of Norton's dismissal. But, that said, there are a number of other factors at play at well, such as: Norton's own attempt to control The Incredible Hulk against Marvel; Norton's lack of praise for Marvel; and the Whedon factor.

    Whedon HAS to be considered because Norton — unlike the other actors already attached to the film — is a writer and has his own opinions over how the character should be. He may object to some things already in the first draft, and Marvel's decided that Whedon's presence is more important than Norton. The fact that they've had problems getting an immediate replacement and there's been some caginess around other roles also indicates to me that there may be some issues with Whedon's script as well.

    Whedon's responsible for the worst exchange in the first X-Men film, and he hasn't had a great track record with television, so it will be VERY interesting to see how this plays out. But I don't think Ed Norton is really going to make out badly for it at all.

  • comic relief

    @Thad,

    You might have to read my first post to understand how this evolved.

    I said: as much as this seems like an opportunity to bash Marvel, DC has it's own trouble in a similar area yet entirely different topic. In other words, Marvel's behavior may have been objectionable in many ways but let's not forget the many ways the industry needs to mature.

    Yes, this was off Graeme's posted topic yet others seemed to have felt this was worth the discussion.

    Thad I would just move on.