Inside Marvel’s biggest movie yet

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Robert Downey Jr. returns in ‘Endgame’ as Iron Man, the character that kickstarted the MCU in 2008. (Marvel Studios)
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Paul Rudd returns as Ant-Man/Scott Lang. (Marvel Studios)
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Chris Hemsworth as Thor in ‘Avengers: Endgame.’ (Marvel Studios)
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Scarlett Johansson returns as Black Widow/Natasha Romanoff. (Marvel Studios)
Updated 22 April 2019

Inside Marvel’s biggest movie yet

  • As ‘Endgame’ approaches for the Avengers, Arab News talks to three of its biggest stars

DUBAI: For the stars of what could well become the biggest movie ever made — “Avengers: Endgame,” the culmination of 11 years of Marvel storytelling, which opens in GCC cinemas April 24 — there is one rule: You do not talk about “Avengers: Endgame.”

The walls of secrecy surrounding the project are impenetrable. After the last installment of the series, “Avengers: Infinity War,” ended with a shocking twist, leaving half of the Avengers — and the universe at large — dead, fans were anxious to find out what happens next. On their latest world tour to support the film, Scarlett Johansson (Black Widow) and Paul Rudd (Ant-Man) have turned volleying “Endgame” questions back into a sport.

“I’ve gotten real jaded about it. Now I’m really mean about it. I’m just like, ‘Next!’” Johansson tells Arab News.

“In the beginning of this press tour, we would try to skirt around it in these cute ways.” she continues.

“We’d be apologetic about it,” says Rudd.

“We’ve gotten really rough around the edges,” says Johansson.

“We all know the story. We can’t say anything! It’s hard for us but it’s harder for you. It’s tricky. I feel like early on I decided, what should we talk about?” says Rudd.

“We can talk about other stuff, like manscaping,” says Johansson.

“I’ll never not talk about that!” adds Rudd.

Since the Marvel Cinematic Universe (MCU) kicked off in 2008 with the release of the first “Iron Man “with Robert Downey Jr., it has evolved, turning characters from footnotes to phenomena. Johansson joined Downey in 2010’s “Iron Man 2” to play Natasha Romanoff, aka the Black Widow, a deadly assassin turned S.H.I.E.L.D. agent. “Avengers: Endgame” will mark her eighth film as the character.

“It’s unprecedented (in cinema) to get the opportunity you really only get working on a very successful TV show — to be able to play a character for a decade of time. We’ve had this luxury of going away and doing other work, and then coming back to these movies, so we’ve all kind of grown,” Johansson tells Arab News.

“I can only speak for my experience, but I feel I’ve grown very much as an actor. I don’t believe I could have played this character in its current state, and certainly as you see her in ‘Avengers: Endgame.’ This is just the right time in my life to be able to play a character that’s fully realized like this, and it very much echoes my own journey as an actor or as a person. Who could have ever imagined that this would be so explosive? It’s crazy. It’s mind-blowing.”

Chris Hemsworth, who first played Thor, a character rooted in Norse mythology, in 2011 and is also about to reach his eighth film, began, as much of the cast did, as a fan.

“The first time that the Marvel universe came into my universe back in Australia, I was sitting there, straight out of high school, watching ‘Iron Man,’ thinking, ‘Oh my god, imagine. I wish I could be a part of that world.’ And then a few years on, getting cast in it as Thor, having the opportunity to embark on it. At the time I was wondering if this film even going to make it past DVD into the cinemas? Was I going to be recast?”

Like Johansson, Hemsworth also feels his portrayal of his character has improved with each film. With 2017’s “Thor: Ragnarok,” Hemsworth believes he found his voice as the Norse god of thunder, finally able to put his own stamp on it, working with director Taika Waititi in a looser, more improvisational style. The film — a hit with both critics and audiences worldwide — revitalized the character. With “Endgame,” that tone is likely to continue, Hemsworth tells Arab News.

“There was more improvisation in this than the previous one (“Avengers: Infinity War”). The stakes were as high as they could be, but we found a great way to have another version, or more growth in the character, and found something unexpected again. That was so much fun. I’m very thankful that it happened this way, to finish strong, as opposed to the other way around,” says Hemsworth.

Paul Rudd joined the MCU with 2015’s “Ant-Man,” playing Scott Lang, a petty criminal who finds a suit that allows him to grow and shrink at will. Rudd has been the same reliable comic presence he has been since “Clueless” (1995) and “Anchorman” (2004), and if trailers can be trusted, his inclusion in “Avengers: Endgame” will add levity to the serious emotional weight the film promises.

Rudd has enjoyed digging deeper into Lang in each subsequent MCU appearance, also citing Hemsworth’s evolution as Thor as one that he admires.

“Sometimes you finish a movie and when you’re done filming it, you think ‘Oh, now I’d like to start it, because I finally have a sense of the character.’ In this one, there’s several chances,” he says. “Characters morph and grow, as we do as people. I’m different from who I was three years ago or four years ago. You get to know the character more, you get to know the world more, the other actors better, and as a result you get to go even deeper with the character.

“I look at Thor in the first movie and then in ‘Thor: Ragnarok,’ and what a crazy amazing journey that character has been on,” he continues. “These films provide the opportunity to explore many different facets of the character.”

As much as the respective performances have evolved during 11 years of the MCU, the cultural landscape and conversation around gender has also moved forward, with audiences much less likely to tolerate female characters who are token or one dimensional. Johansson’s Black Widow has evolved with the times.

“The character started as sort of a sexy secretary with a skillset on the side. We didn’t know, or certainly I didn’t know, how the audience would react to the character, my interpretation of the character, who was obviously a beloved character for a long time. I feel the next time we saw her in ‘Avengers’ (2012) she was sort of one of the boys, for better or for worse, and that made sense then,” Johansson says.

“As the fans and the audiences have pushed Marvel and all the studios and filmmakers to really throw up on the screen what represents what’s going on in the zeitgeist, and wanting to see diverse films and casts that represent their own aspirations and how they feel, the character has sort of grown in reaction to that,” she continues. “And the movies have grown in reaction to that fan encouragement.”


UAE brand’s fresh approach to skincare looking good for future

Having lived in Dubai for more than seven years, Kathryn Jones learned a lot about the Middle Eastern market and the needs of people who live within the region. (Shutterstock)
Updated 25 May 2020

UAE brand’s fresh approach to skincare looking good for future

DUBAI: Skincare products can quite often sit on shelfs or in delivery vehicles for weeks and months, stored in unsuitable conditions.

And despite brands promoting them as organic and natural, some customers might question the effectiveness of products left lying around for long periods after being produced.

However, Kathryn Jones, founder of the UAE-based brand Kathryn Jones Hand Blended Serums, or KJ Serums for short, told Arab News how her company created fresh products every month for customers.

Jones, who is originally from Wales, in the UK, launched KJ Serums in 2017 and started her brand “out of necessity.” (Supplied)

“The concept of a freshly-made skincare serum is something quite different and our customers have really embraced it. They appreciate it’s a fresh product that must be used up within a month when it’s at its most active and effective and repurchased – almost like a food stuff,” she said.

Jones, who is originally from Wales, in the UK, launched KJ Serums in 2017 and started her brand “out of necessity.”

She added: “I simply could not afford the prices of some of the top skincare brands but still wanted excellent results.”

With her background in the biopharmaceuticals industry, she started experimenting and developing her own formulas. “The core proposition is ‘hand blended’ because that’s how it all started, by hand blending and perfecting the serum formulas myself here in the UAE,” she said.

Having lived in Dubai for more than seven years, the entrepreneur learned a lot about the Middle Eastern market and the needs of people who live within the region.

“Our climate here is extreme often for eight months or more of the year, especially in the Gulf region. A lot our customers will ask for a product that reduces oiliness and sheen on the skin and are reluctant to purchase products that contain a lot of oils, or are very heavily moisturizing,” Jones added.

The businesswoman believes the Middle East market is “wonderfully diverse” with different attitudes and expectations toward skincare products.

“Of course, this is a challenge to develop effective products which can address many different skin types and issues, but the market is truly receptive to new concepts,” she said.

Jones pointed out that with the current lockdown situation due to the ongoing spread of the coronavirus disease (COVID-19), people had more time to care for their skin.

“The coronavirus pandemic has obviously confined us to our homes, and, given the steady increase in the number of enquiries we are receiving, it suggests consumers currently have more time to consider their online skincare purchases and perhaps have more time to invest in an effective routine,” she said.

On whether the COVID-19 outbreak would change the future of the skincare industry, Jones added: “I think that many consumers, either through necessity or out of a desire to support local brands might have chosen to source their products from different manufacturers and therefore brand loyalties may have been affected to a certain extent.”