Marvel Studios has a villain problem; while their films are generally well-received, their antagonists frequently are not. In an interview with JoBlo, "Captain America: Civil War" screenwriters Steve McFeely and Chris Markus addressed the Marvel Cinematic Universe's trouble with creating well-rounded villains.
"If you think about it, I get the criticism, but the early phases were all origin stories," McFeely explained. "It tends to create a similar villain. When it is no longer an origin story, I think you might have a little bit more freedom to create different villains. I'm sensitive to the problem. I get it. But it wasn't the Robert Redford story, it was 'Captain America: The Winter Soldier.' It wasn't the Red Skull's journey, it was the journey of one guy going from ninety pound weakling to American hero and then going into the ice."
"So in a 120-minute movie it is difficult, and Thanos will possibly change that, but you want time spent," he continued. "Excuse me for going on a tangent but I love the Marvel Netflix shows because you have so much more time to spend with your villains. It's literally minutes and hours spent. We have 120-minutes and 'Jessica Jones' had how ever many it had."
As to their approach to Thanos, he added, "As you said, we tend to take the ingredients and make a different meal out of it. 'Winter Soldier' owes a great deal to the [Ed] Brubaker run but it's not the Brubaker run. 'Civil War' owes a great deal to [Mark] Millar, but it's not close to the 'Civil War' run. So we'll do the same thing with Thanos and his gauntlet."