It is my contention that the lackluster box office performance of Solo: A Star Wars Story , and the boffo reception for Avengers: Infinity War are potentially harbingers of the same future for what is now termed the 'cinematic universe' existence for both the Marvel and Star Wars franchises. That may sound odd, so of course some explanation is in order. Part of what follows necessitate going back a few years. As is well-publicized, Marvel has different "phases" of its cinematic universe. Everything is planned-out (something which Star Wars could benefit from greatly). It could be (and has been) argued that Marvel's template is very much rote by this point, even with the inclusion of fresh directorial blood with recent films. Nevertheless, the process seems to have done well for them. The movies have almost always done well at the box office, and the average moviegoer seems genuinely invested in what happens with the characters.