Generation Why (Ms. Marvel)

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"Generation Why"
Ms. Marvel episode
Promotional poster
Episode no.Episode 1
Directed byAdil & Bilall
Written byBisha K. Ali
Produced byBisha K. Ali
Cinematography byRobrecht Heyvaert
Editing by
  • Nona Khodai
  • Sabrina Plisco
Original release dateJune 8, 2022 (2022-06-08)
Running time49 minutes
Cast
Episode chronology
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"Generation Why" is the first episode of the American television

AvengerCon, only to gain her own powers. The episode is set in the Marvel Cinematic Universe (MCU), sharing continuity with the films of the franchise. It was written by head writer Bisha K. Ali and directed by Adil & Bilall (Adil El Arbi and Bilall Fallah
).

Iman Vellani stars as Kamala Khan, alongside Matt Lintz, Yasmeen Fletcher, Zenobia Shroff, Mohan Kapur, Saagar Shaikh, Laurel Marsden, and Azhar Usman. Ali was hired to write the episode and serve as head writer for the series by August 2019. El Arbi and Fallah joined the series by September 2020 to direct two episodes.

"Generation Why" was released on Disney+ on June 8, 2022. The episode was praised by critics, highlighting the unique visuals and Vellani's performance.

Plot

Camp Lehigh
while avoiding Khan's parents' strict rules. Khan receives a package from her grandmother of objects her mother sees as junk, but Khan is enthralled by one of the objects, a golden bangle. She takes the bangle to the convention, intending to use it as part of her Captain Marvel cosplay. As she prepares to get on stage, Khan puts the bangle on, which grants her the ability to shoot energy constructs, that end up causing havoc at the convention. Carrelli rushes Khan home, where she is lectured by her mother.

In a

P. Cleary
and Sadie Deever watch a video of Khan's incident at AvengerCon.

Production

Development

By August 2019,

Brad Winderbaum, in addition to Kamala Khan co-creator Sana Amanat, El Arbi, Fallah, and Ali.[4] The first episode, titled "Generation Why",[5] was written by Ali.[6]

Writing

Ali described the episode as about "being a fan and being able to speak to fans and connect to them".

Valkyrie rides so they could have "represent[ed] everybody in the show".[9]

Casting

The episode stars

AvengerCon.[15] Shaikh and fellow series star Rish Shah appeared in the background at AvengerCon dressed as Iron Man and Captain America, respectively, since both were so impressed with the set and wanted to be a part of it.[16] Many of the extras were fans of the MCU and real-life cosplayers.[17]

Design

External videos
video icon Marvel Studios' Ms. Marvel: End Credits Main On End Title Sequence Episode 1 presents the episode's main-on-end title sequence,
Perception
's channel

Khan's high school featured a plaque with the names of all of her comic book creators, including writer

Perception[21] who filmed the sequence in Jersey City to pay homage to Khan's character, while also designing the murals themselves. The inspiration for the design is to show Jersey City from Khan's point of view while "celebrating the comic books and their artwork that this series is based on".[22]

Filming

Filming took place at

Blackhall Studios, and Areu Brothers Studios,[23] with El Arbi and Fallah directing the episode,[4] and Robrecht Heyvaert serving as cinematographer.[17] Establishing shots were also filmed in New Jersey.[23]

The integration of the animated elements took a lot of planning during pre-production, and did not allow the directors any ability to improvise how those sequences were shot. El Arbi called the sequence with Khan and Carrelli biking "technically very difficult" since it was a single take shot that needed the dialogue to match up with the pre-planned animations for the walls behind them. Another "super complex" shot was when Khan collapses onto her couch with the camera falling with her to make it look like she is on the ceiling;[24] it took 15 days to craft the rig to execute the shot and about 20 takes for it to succeed.[24][17]

Feige called filming on the AvengerCon set "cathartic" given the production was filming during the COVID-19 pandemic and comic conventions were not happening. He also hinted that Marvel Studios had discussed making AvengerCon an actual convention, while hinting that there would be a few places fans could experience Ms. Marvel's version of AvengerCon.[25] Production designer Christopher Glass suggested the giant Ant-Man head cause destruction at AvengerCon, which was not originally scripted, taking inspiration from the opening sequence of Raiders of the Lost Ark (1981) where Indiana Jones is chased by a giant boulder.[19]

Editing and visual effects

El Arbi and Fallah shot a large amount of footage on the AvengerCon set to create its montage sequence, revealing their initial

Cantina Creative, and The Mill London.[13]: 46:04–46:34 [26]

Music

The following songs were included in the episode: "

Star Spangled Man" from Captain America: The First Avenger (2011).[27][11]

Marketing

External videos
video icon The REAL Carol Danvers Story (archived) presents Kamala Khan's video created at the start of the episode, YouTube video from Sloth Baby Productions' channel

A

Funko Pop, Marvel Legends figure, accessories, apparel, and jewelry.[31] Following the second episode's release, a viral marketing website for the New Jersey AvengerCon became active, describing the event, showing photos, and allowing visitors to purchase AvengerCon merchandise from Marvel.[32]

Release

"Generation Why" was released on Disney+ on June 8, 2022.[33] It was released in Pakistan as part of a special theatrical release through licenser HKC Entertainment, due to Disney+ not being available in the country at that time, on June 16, 2022 along with the second episode.[34][35] The episode aired on ABC as part of The Wonderful World of Disney, along with the second and third episodes, on August 5, 2023.[36]

Reception

Audience viewership

The viewer tracking application Samba TV reported that the premiere was watched by an estimated 775,000 households in the United States in the first five days of release,[37] which was the lowest premiere of any of the MCU Disney+ live action series. Samba TV also reported Ms. Marvel was watched by 156,000 households in the United Kingdom in that same time frame. Cole Strain, vice president at Samba TV, noted that "Generation Why" was viewed by the most diverse audience compared to previous premiers, over-indexing among Black, Hispanic, and Asian households, as well as with Gen Z viewers aged 20–24.[38]

According to Nielsen Media Research who measure the number of minutes watched by United States audiences on television sets, Ms. Marvel was the tenth-most watched original series across streaming services for the week of June 6–12 with 249 million minutes watched. This was the lowest amount of minutes for all of the live action MCU Disney+ series to date, with the premiere week of Moon Knight being the next lowest with 418 million minutes.[39] Ms. Marvel was the second-most watched series in the United States for the week ending June 12 according to JustWatch.[40]

Critical response

The review aggregator website Rotten Tomatoes reports a 96% approval rating with an average rating of 8.00/10, based on 112 reviews. The site's critical consensus reads, "Taking a page from its plucky protagonist's own splashy imagination, Ms. Marvel instantly establishes an identity of its own with this energetic opener."[41]

Kristen Howard of

SyFy Wire called the premiere episode "a cosmic delight" since it "retains the spirit of Kamala Khan", which was more important in his view than a direct adaptation, particularly with regards to her powers. Silliman also called Vellani "utter perfection" in portraying Khan.[11]

Indian Punjabi than Pakistani". Salih also hoped that the series would become "braver" in addressing Islamophobia, as the first episode watered down an encounter from comics and "whitewashes the reality that so many Muslim kids and adults still have to face from their non-Muslim peers".[12]

Accolades

Editors Nona Khodai and Sabrina Plisco were nominated for Outstanding Picture Editing For A Limited Or Anthology Series Or Movie at the 75th Primetime Creative Arts Emmy Awards for their work on the episode.[42]

References

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  21. Perception [@exp_perception] (June 1, 2022). "In one week, #MsMarvel is coming to Disney+! Our team at Perception is honored to announce that we collaborated with the team at Marvel Studios on this incredible series! Start streaming Ms. Marvel on June 8th" (Tweet). Archived from the original on June 1, 2022. Retrieved August 16, 2022 – via Twitter
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  22. Perception (July 26, 2022). "Marvel Studios' Ms. Marvel: End Credits Main On End Title Sequence Episode 1". YouTube
    . Marvel Studios asked our team at Perception to help create a dynamic main on end title sequence for their newest series on Disney+, Ms. Marvel. Our team filmed this entire sequence in Jersey City, New Jersey, paying homage to Kamala Khan's character, her background, and the culture and energy of Jersey City. We also designed each of the bright, colorful murals shown throughout this sequence. This sequence represents Jersey City from Kamala's point of view while also celebrating the comic books and their artwork that this series is based on.
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  36. ^ McPherson, Christopher (July 15, 2023). "'Ms. Marvel' Heads to ABC for Broadcast Television Debut". Collider. Archived from the original on July 16, 2023. Retrieved July 16, 2023.
  37. ^ @samba_tv (June 17, 2022). "775k US households watched the premiere of #MsMarvel. While less than other MCU series, it was a hit with #GenZ. Viewers age 20-24 watched at the highest rate of any MCU show, and it drew a more diverse audience with Black, Hispanic and Asian households watching at a higher rate. https://t.co/Ugcvu7een8" (Tweet). Archived from the original on June 22, 2022. Retrieved June 22, 2022 – via Twitter.
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  39. ^ Porter, Rick (July 7, 2022). "'The Boys' Holds Steady in Streaming Rankings". The Hollywood Reporter. Archived from the original on July 8, 2022. Retrieved July 8, 2022.
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  41. ^ "Generation Why". Rotten Tomatoes. Fandango Media. Retrieved July 6, 2022.
  42. ^ Moreau, Jordan; Schneider, Michael (July 12, 2023). "Emmys 2023: The Complete Nominations List". Variety. Archived from the original on July 12, 2023. Retrieved July 12, 2023.

Further reading

External links
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