It’s guaranteed to get some notice. Stir up some controversy. Garner publicity. And sell comic books. Which is, at the end of the day, what it’s all about, right? Sure. But there’s a good way and a bad way to go about it. So which approach is Marvel taking right now? I’d say, for the most part, the right way. Sure, making Captain America a black man and Thor a woman is a stunt. Or stunts, plural. And having them kiss is an even bigger stunt. Throw in the fact that it’s going to be an INTERRACIAL kiss, and it’s all so much better! Feathers will get ruffled and second printings, and thirds and maybe fourths, will take place. Cha-ching!
Still, I think it’s okay. Remember Marvel back in the 90s? If so, my sympathies. The focus then, as now, was on making the mean green, and they used stunts and gimmicks galore to do it. Or tried to. The approach failed and ultimately led the company to bankruptcy, because the gimmicks and stunts were not supported by good storytelling. Marvel, in its haste to make money, had forgotten that the quality of the product actually played a part in it. The big M has since learned that lesson, and for dang sure Disney knows it. Thus while we still get stunts and gimmicks—like this kiss—they are backed up by solid story content and strong characterization. I’m cool with that.