Not knowing ANYTHING about who jeff gouldblum is playing, that was my exact thought of the type of character he WOULD play in this universe.
nice to see i'm not that far off.
Maybe he'll be like the collector in TNG. creepy and laid back?
He is playing the Grandmaster. Another elder of the universe and "brother" to the Collector. In the comics he entertains himself by kidnapping heroes and villains and making them fight to determine if Good or Evil is better. He has a long history of trying to "one-up" the Collector. Think of him as an amoral Roman Emperor overseeing gladiatorial spectacles. He is flamboyant where the Collector is creepy and laid back.