Movies have been an integral part of society for over a century now and remain an ever-popular venture with the global box office worth $41.7 billion as of 2018.

Just in the past few weeks, 'hype' has been created in an immense way with the release of Marvel's Avengers: Endgame today as millions of fans awaited and theorised the events of the production. The previous instalment of the Avengers, Infinity War, grossed over $2 billion worldwide in clear evidence of the popularity of movies with a specific focus on superhero movies, by far the most popular and successful film genre led by the aforementioned Marvel. 

The fanbase that comes with movies such as the Avenger series consist of seriously dedicated and knowledgeable individuals and for each release, these fans expect a certain standard and category to be met and when these fans are disappointed or, in other words, the movie does not live up to the hype, fans become angered. This can be seen with the recent release of Captain Marvel wherein some fans were dismayed at the 'female empowerment' theme. This anger was met with intense criticism by the media and the behaviour of such fans was deemed unacceptable. 

In a lesser fashion, hype can be seen within social media as pages and groups are set up with a dedication towards a movie series, an example being 'r/Marvel' on Reddit which has over 500,000 subscribers. 

As movies retain their popularity, substantial amounts of money can be made, especially in the marketing aspect as news and trailers of movie productions are forced into the view of citizens across the world through social media in particular. This rampant marketing creates hype but is also representative of the commercialization of our world and can be seen as unhealthy, creating obsessions and fixations.

In conclusion, I believe that movies have become too 'hyped' in recent years owing to increased use of marketing through social media targeting the youth in particular who are more susceptible to obsessions. While this hype can be seen as a positive hobby, it can also evolve into unhealthy behaviour and actions.