Kevin Feige confirms that the film is an origin story:
http://screencrush.com/captain-marve...-whoa-shocker/
I think Benedict [Cumberbatch] is one of those ways. Benedict is an amazing actor and totally different than Hemsworth and totally different from Downey. And, we want to stay true to who he was in the books. The metamorphosis of what he goes through is more drastic than Tony [Stark] and that was fun to chart. I guess Panther isn’t really an origin story since we saw him already in Civil War, but his stand alone certainly introduces you to 99% of his world which you never saw before. And Captain Marvel is certainly an origin story from the start.
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