A good villain has the power to elevate any story they’re in. They drive the plot obviously, but more important is the fact that they challenge the hero. Beyond physical confrontation, their goals are in direct opposition to whatever ideal the heroes are striving for, and because of that writers are given a wonderful opportunity to say something interesting about a specific subject. For example, Syndrome from Pixar’s The Incredibles argues that only people’s perception is of value while the rest is irrelevant, but he is proven wrong by the heroes when they demonstrate that the substance and not just the appearance of being a hero matters more than anything else. Sometimes, the villain will carry the weight of the world on their shoulders and if the audience doesn’t connect with them, the story will have an enormous gap. There are many ways to connect a villain to the audience, some of which include sympathy, fear-factor, and relatability. In the case of Joss Whedon’s Avengers: Age of Ultron, the titular Ultron is written to connect with the audience using humour.