How Does Marvel Continue to be so Successful?

Marvel’s Black Panther (2018) film is yet another major billion-dollar box office success story in the media franchise – alongside The Avengers (2012), Avengers: Age of Ultron (2015), Iron Man 3 (2013) and Captain America: Civil War (2016).

The Marvel Cinematic Universe involves a series of superhero films – all part of the same action-packed, energetic superhero universe. The films are produced by Marvel Studios and are based on characters that appear in the Marvel Comic books such as Captain America, Thor and Hulk. The Marvel films have been considerably commercially successful, and thus, as a result, the franchise has expanded into television series, video games and action figures, in order to maintain their position as one of the most successful media franchises in the world.

(Picture Source: Pixabay)

Marvel’s big budget, star-studded cast, dynamic action scenes and visual effects give the films their obvious widespread appeal. However, as their rivals have similar qualities, these factors can’t account for the upper hand that Marvel has against their nearest competitor, the DC universe. Some have pointed to the varying styles of the directors, the influences of other well-known films and their other multimedia projects, as effective ways in which Marvel maintains an edge over other media franchises.

In terms of directors, of course, they are fundamental to the making and success of a film, as they set the tone and make important artistic and dramatic decisions about a film. And Marvel directors, in particular, have a unique and significant task; their films not only have to stand alone as high-quality cinematic works, but they must also blend smoothly with the other films in the Marvel universe. Guardians of the Galaxy director James Gunn’s humorous, colourful science fiction style contrasts nicely with the aesthetic of Iron Man 3’s Shane Black. Black’s auteur approach successfully brings bold action scenes, sophisticated plot mechanics and thriller elements to produce the 5th-highest-grossing film of all time. Although these directors have different styles, they seamlessly sync the universe together, highlighting Marvel’s creative and imaginative approach.

(Source: Pixabay)

Marvel has also expanded beyond films, from television series to video games. On Netflix, Marvel’s The Punisher, Luke Cage, Jessica Jones and many others have maintained the franchise’s popularity and demand outside of the cinema. In addition, their superhero-inspired games such as The Avengers slot ensure that the brand stretches into all areas of media life. You can find many of your favourite movie inspired games at Betsafe’s UK online casino, including Hellboy and Game of Thrones.

Marvel films have also taken inspiration from other films such as James Bond. Black Panther’s director Ryan Coogler was clearly influenced by African traditions and cultures, but he has also openly stated that, for example, T’Challa’s tech-inspired fighting tactics were inspired by the James Bond films – demonstrating a willingness to adopt tried-and-tested successful methods.

(Source: Pixabay)

In the age of social media and viral content, entertainment providers need to keep up with the fast and fickle pace of change – and Marvel, at least for the time being, is certainly staying on top of its game.