This past September, a group of Marvel creatives, including studio chief Kevin Feige, assembled in Palm Springs for the studio’s annual retreat. Most years, the vibe would have been confident — even cocky — given how the premier superhero brand, owned by Disney since 2009, has remade the entertainment business in its image.

But this occasion was angst-ridden — everyone at Marvel was reeling from a series of disappointments on-screen, a legal scandal involving one of its biggest stars and questions about the viability of the studio’s ambitious strategy to extend the brand beyond movies into streaming. The most pressing issue to be discussed at the retreat was what to do about Jonathan Majors, the actor who had been poised to carry the next phase of the Marvel Cinematic Universe but instead is headed to a high-profile trial in New York later this month on domestic violence charges. The actor insists he is the victim, but the damage to his reputation and the chance he could lose the case has forced Marvel to reconsider its plans to center the next phase of its interlocking slate of sequels, spinoffs and series around Majors’ villainous character, Kang the Conqueror.

At the gathering in Palm Springs, executives discussed backup plans, including pivoting to another comic book adversary, like Dr. Doom. But making any shift would carry its own headaches: Majors was already a big presence in the MCU, including as the scene-stealing antagonist in February’s “Ant-Man and the Wasp: Quantumania.” And he has been positioned as the franchise’s next big thing in this season of “Loki” — particularly in the finale, which airs on Nov. 9 and sets up Kang as the titular star of a fourth “Avengers” film in 2026.

Now, sources say there have been talks to bring back the original gang for an “Avengers” movie.

This would include reviving Robert Downey Jr.’s Iron Man and Scarlett Johansson’s Black Widow, both of whom were killed off in “Endgame.” (That shouldn’t be a stumbling block — in comic books, beloved characters are often killed off, only to be resurrected thanks to the power of things like the multiverse.)

But the studio hasn’t yet committed to the idea — if it were able to bring those actors back, it wouldn’t come cheap. Sources say Downey Jr.’s upfront salary for “Iron Man 3″ was around $25 million.

Will that solve Marvel’s Majors problem?

When the “Quantumania” actor was arrested in March, Disney executives insisted that they could afford to play a wait-and-see game, given that “Avengers: The Kang Dynasty” wasn’t expected to begin shooting until early 2024. But then Majors was dropped in quick succession by his publicists and managers. (He remains a client at WME — the agency where he landed after CAA parted ways with him, pre-arrest, for his “brutal conduct” toward staff, says one source. CAA declined to comment.) In April, other alleged domestic violence victims of Majors began cooperating with the Manhattan District Attorney’s Office. Then, ahead of a key hearing in October, media outlets including Variety obtained a court filing that referenced a police incident in London involving Majors that led his ex-girlfriend to seek medical attention. Making matters even stickier, the ex-girlfriend also worked on “Quantumania” as a movement coach, and the London incident took place while Majors was shooting Season 2 of “Loki.” On Oct. 25, a New York judge denied Majors’ motion to dismiss the case, which ensures that the actor will stand trial in late November. His legal team is attempting to keep some material in the case sealed.

A studio source notes that regardless of the actor’s legal issues, Marvel already had considered moving away from a Majors-led phase because of the box office performance of “Quantumania,” which will struggle to make a profit. “It gave people pause given that ‘Quantumania’ didn’t exactly land,” the source says. (On Oct. 27, Disney removed another Majors film, Searchlight’s “Magazine Dreams,” from the release calendar.)

Recasting Majors is also an option, as Feige did when he replaced Terrence Howard in “Iron Man 2″ with Don Cheadle. In fact, Marvel isn’t afraid to change direction, even after making splashy announcements. “Armor Wars” was first unveiled as a series and is now being developed as a feature, while the studio’s push to adapt the comic book “Inhumans” into a feature film generated headlines but is now dormant. (The now-defunct Marvel Television mounted an “Inhumans” TV series in 2017 that ran for one season on ABC.)

Still, there was one bright spot in 2023: “Guardians of the Galaxy Vol. 3,” which became Marvel’s biggest draw of the year with $845 million worldwide. The fact that it was directed by James Gunn, the guy now running rival DC Studios, was lost on no one.

“With Marvel, it used to be as close to a guarantee as you could get,” says Paul Dergarabedian, a box office analyst at Comscore. “So, going all in on the budgets made sense. ‘Guardians 3′ was a bit overlooked in how successful it was. But that had James Gunn and Chris Pratt, and I think star power is becoming more important. Then there was ‘Quantummania’ with $476 million. Anything under a half billion dollars is viewed as a disappointment. And these overreaching expectations are a result of so much success over the years.”

The key to reinvigorating Marvel may lie with the superhero arsenal that Disney acquired during its 2019 purchase of 21st Century Fox. That deal brought several blue-chip heroes, such as the X-Men and the Fantastic Four, back under the studio’s control. Already fans are geeking out about next year’s “Deadpool 3,” which unites Ryan Reynolds’ merc with a mouth with Hugh Jackman’s Wolverine, and a reboot of “Fantastic Four” slated for 2025. As a bonus, the Fox additions give Feige an opportunity to reimagine the “X-Men” franchise, the very property he cut his teeth on as a young executive at Lauren Shuler Donner’s production company. Now that the WGA strike is in the rearview mirror, Marvel has started talking to writers about bringing the X-Men into the MCU fold.

While Feige recalibrates, the rest of the industry is anxiously hoping that Marvel’s best days are not behind it.

“Writing the Marvel obituary would be ill-advised,” says Jason Squire, professor emeritus at USC School of Cinematic Arts and host of “The Movie Business Podcast.” “Kevin Feige is the Babe Ruth of movie executives, and Marvel has the most profitable track record in movie history. No question.”

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