Sarah Myles – Supporting Marvel’s Strategy
There is no better way to guarantee huge opening weekends at the box office than brand loyalty – a built-in audience that you can rely upon to turn out en-masse for every project you release, and a solid base upon which to expand. Creating an entirely cohesive universe for film and TV is perhaps the most efficient and effective way to generate brand loyalty, and that is exactly the root of Marvel’s unprecedented success. In just 6 years, the studio has transformed itself from a tiny operation to a giant superhero movie factory – now delivering two box office hits per year, in addition to its 2013 extension into the land of TV with Agents Of S.H.I.E.L.D. – and it’s all thanks to that meticulous cohesion.
Sure, there are the detractors – those who bemoan the perceived stifling of creativity. But, they still buy their tickets to see Marvel movies, and they still buy Marvel DVDs. Why? Because, apart from actually being good productions individually, together, they make a rich and rewarding experience. Even the most anti-Marvel superhero aficionado cannot deny the appeal of a range of media that is so carefully interwoven as to be completely and fully immersive. The effect resonates deep inside, as the Marvel puppeteers deliberately steer us through their jigsaw puzzle, always toward that rush of endorphins that peak as we discover that elusive, tricky piece. It is our curiosity that compels us to book those movie tickets. ‘Which story arc will they have cherry-picked for this franchise instalment?’ ‘What clues can I glean from the supporting characters that might help me predict where the universe is headed?’ Perhaps, most crucially of all, ‘What awesome treat will I find if I stay until the end of the credits?’
Incorporating Marvel’s Agents Of S.H.I.E.L.D. TV show into this cohesive universe only serves to extend that brand loyalty, and increase the richness of the Marvel experience. As a Marvel fan, you don’t have to watch it – but if you do, you are rewarded with a whole new level of understanding, characterization and story-telling. Many felt the show was holding its breath until the cinema release of Captain America: The Winter Soldier, but once that movie came out, many appreciated the pay-off.
Now, things are about to get much more interesting as Marvel gears up for the arrival of Agent Carter on TV. Where Agents Of S.H.I.E.L.D. is almost an umbrella show – encompassing the entire Marvel universe – Agent Carter is a branch specifically linked to Captain America and Iron Man. This is a bold new direction for Marvel and it will be fascinating to see how the creators – Christopher Markus and Stephen McFeely – will continue to weave Peggy Carter into the overall proceedings. It will be of particular interest to see whether the show will experience the same issues S.H.I.E.L.D. had, as we look ahead to the release of Captain America 3 in 2016.
For the sake of strong female characters on TV everywhere, I hope Agent Carter will be great. If it isn’t, however, it doesn’t really matter in the grand scheme of things. As Agents Of S.H.I.E.L.D. demonstrated – a mediocre TV show will still be a success provided you have overall brand loyalty. There will always be an audience, and they will always be curious to follow the maze of story arcs and pay-offs in a cohesive TV and film universe. The reason is simple. Marvel is creating something audacious and epic, that no other studio has ever achieved. That’s why they make the big bucks.
Have you got something on your mind? Is there a sizeable bee in your proverbial bonnet? Let us know in the comments section below, and get our writers debating…
