Did I just hear the only way to make it not feel like a Marvel movie is to make it R-rated? I don't even know where to begin.
Anyway this feels like a trap.
I personally think the criticism has always been invalid.
Ant-man doesn't feel the same as Winter Soldier which doesn't feel like Iron Man which doesn't feel like The Incredible Hulk which doesn't feel like Doctor Strange which doesn't feel Civil War which doesn't feel like Thor which doesn't feel like Guardians of the Galaxy.
We're jump through genres of fantasy, science fiction, heist movies, thrillers, adventures, espionage, monster movies, etc.
Having some connective tones and elements bind it all together is essential to their success and helps ease the transition of group movies, so when Thor rubs elbows with Doctor Strange or when Ant-man and Spider-man interact it doesn't feel forced.
"Feeling like a Marvel movie" shouldn't be a criticism, really, not anymore than a Star Wars movie should "feel like a Star Wars movie" or an Indiana Jones movie "feel like an Indiana Jones" movie. That's important to ensure it DOES feel like it belongs.
All the criticisms against having a joke here or there just boggles me, as if the source material they pull from doesn't have lightheartedness, cultural references, and humor as well. When someone generalizes that all the Marvel heroes are just wisecrackers, it really misses all the vastly different elements that make them unique. Star-Lord cracking a joke just as Iron Man would doesn't make them identical or even remotely similar characters.
Marvel's greatest tool has always been to leverage their properties not as superhero films but as genre films. Doctor Strange is a bizarre mix of Harry Potter, Batman Begins, The Matrix, Kung Fu, Inception, and Fantasia all packaged through the Marvel lens for wide audience consumption, and it's really impressive that they pulled it off.
I say it EVERY time a new Marvel film has come out lately, but it's surreal to me to see them succeed with properties so bizarre. If you had told me 8 years ago that I would enjoy a Doctor Strange movie more than a Batman and Superman team-up film or a Suicide Squad adaptation, I'd have called you mad. I STILL remember journalists and media critics being highly skeptical that Marvel could make a character "as silly as Thor" work on film in a post-Batman Begins world where everything is grounded and even Iron Man was just technology and hardware.
It's almost cute to look back at that skepticism and see how Marvel just made all the weirdness mainstream. Not just a cross-pollinated cinematic universe, but a world where viewers can suspend disbelief and accept that this universe has Soviet spies, Norse gods, magic wizards, time-displaced American propaganda, sentient robots, talking raccoons, and monosyllabic tree people, and they can all co-exist.
Doctor Strange is pretty unique for me since I AM a pretty voracious comic book reader, and I was familiar with every single character Marvel has introduced up to this point. Except Doctor Strange. I knew who he was, and I knew of his support cast, but never read a Doctor Strange comic. It was uncharted territory for me, a far cry from the overt familiarity I have with a Spider-man character.
It's a sign of their talent that I've walked out of the theater a Doctor Strange fan and more than eager to read up on some classic Strange comics.