Starting from scratch with Earth’s Mightiest Heroes might not be in the cards after all. For months, speculation has swirled throughout the Marvel fandom that Avengers: Secret Wars would serve as a grand reset button for the entire Marvel Cinematic Universe when it concludes Phase Six in 2027. These theories gained traction, particularly after reports emerged suggesting Marvel Studios president Kevin Feige had confirmed such plans. The possible reboot sparked both excitement and concern among fans – some viewing it as a fresh opportunity to introduce characters like the X-Men and Fantastic Four into the main continuity, while others worried about discarding nearly two decades of interconnected storytelling that has made the MCU the biggest franchise in cinematic history. With Robert Downey Jr.’s surprising return as villain Doctor Doom rather than Iron Man, and the Russo brothers back in the directors’ chairs, many believed the stage was being set for a complete universe overhaul.
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However, a top Marvel executive has now thrown cold water on these rumors, suggesting the reboot theories might be greatly exaggerated. In a recent interview with Screen Off Script (via ComicBookMovie), Marvel producer Brad Winderbaum, who oversees streaming, television, and animation for the studio, directly addressed these persistent rumors about the franchise’s future direction.
“You can’t really fully reboot anything. It’s a very difficult thing to do to a living, breathing fictional universe … to just start from scratch, because of all the fan investment and love for the stories that have come so far,” Winderbaum explained.
His comments indicate that Marvel recognizes the challenges inherent in completely discarding the established continuity that audiences have emotionally invested in since 2008.
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Winderbaum specifically referenced previous reboot attempts in comic book history, pointing to DC’s mixed results with initiatives like Crisis on Infinite Earths and New 52. He noted that even when publishers try to wipe the slate clean, “the classics always come back around,” suggesting that fan attachment to beloved versions of characters ultimately prevails over corporate reset strategies.
While Winderbaum acknowledges that final decisions about the MCU’s trajectory ultimately rest with Kevin Feige, his comments indicate a more nuanced approach than a complete universe overhaul. Rather than abandoning its continuity entirely, Marvel appears to be exploring ways to refresh the franchise while respecting its established history.
This perspective makes practical sense for numerous reasons. The studio has recently introduced several promising characters – including Shang-Chi, Moon Knight, Ms. Marvel, and others – who have barely begun their story arcs. Additionally, anticipated franchises like the Fantastic Four are just getting started, and Daredevil is making his significant return. Abandoning these narrative threads could alienate longtime viewers while throwing away creative opportunities that the existing universe’s rich history provides.
A more likely scenario might follow the pattern of long-running franchises like Doctor Who or Pokémon, which maintain their continuity while introducing clear new eras with fresh characters and scenarios. This approach could provide accessible entry points for newcomers while respecting the experiences of devoted fans.
With the MCU’s 20th anniversary approaching in 2028, Marvel seems more likely to refresh rather than reboot – honoring its narrative foundations while still charting a course toward new horizons.
