Superman gets an easy “heck yeah” from its audience.
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Creating a buzz around each hero individually allowed The Avengers to attract a much larger audience.Ī “gang’s all together” movie like The Avengers or Batman v. Phase 1 of Marvel’s strategy was to create movies for individual heroes: Iron Man, the Hulk, Thor, and Captain America (the four Avengers). Marvel has its movies mapped out until 2028, and that foresight is what makes their success possible. Instead, Marvel opted to gradually build the profile of individual heroes while teasing plotlines and pictures to come. It would have been easy for Marvel to throw all of their remaining characters into The Avengers and make a quick buck their characters may not have had the star-power of Batman and Superman, but audiences would likely still be excited to watch a hodgepodge of heroes on the big screen. This example is no exception, and in fact tells the story of a common, tough decision: fast money now or the possibility of more money later?
Implementing a long-term strategy often comes with its own challenges. With a strong brand behind them, relatively unknown characters could be made more visible and compelling -not to mention profitable. So Marvel avoided a head-to-head, instead opting to build its overall brand.
In a head-to-head battle based on straight popularity, its characters would probably lose at the box office. If Marvel was going to compete with the likes of Superman and Batman, it needed to be smart. Phase 1: Avengers Assemble, and Building the Brand Include other well-known characters like Wonder Woman and the Flash and Marvel was facing an uphill battle. Batman and Superman are household names that should have been difficult to compete with. Thanks to the deals with Sony and Fox, all of these characters were off-limits.Īside from this self-inflicted problem, competitor DC boasted some of the most iconic superheroes ever created. As the X-Men and Spiderman movies took off, Marvel needed to break onto the big screen-without using their most popular characters.Ĭharacters such as Wolverine, Professor X, Cyclops, Magneto, and Spiderman are all near the top of the list of popular Marvel characters. Marvel’s predictions for superhero movies were proved dramatically incorrect.
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The X-Men and Spiderman movies would go on to revitalize the superhero movie industry, becoming the 7th and 8th highest grossing series of all time. Spiderman went to Sony Pictures for $7 million, shortly after a similar sale of the X-Men to 20th Century Fox. In 1999, they needed cash and thought superhero movies were a tired trope, so the sale of the movie rights to their most recognizable hero seemed reasonable. Marvel, through a plan laid out in strategic phases, has created a consistent moviegoing experience that engages their audience and ultimately improves their bottom line. DC cinematic war.ĭC has thrown tactic after tactic at the wall in the hopes that something will stick. Marketing pros often discuss the relationship between strategy and tactics, but the difference between strategic and tactical approaches is rarely shown as clearly as in the Marvel vs. Marvel overcame these challenges by gradually building an unshakeable brand, strategically deploying their assets to create astronomical ROI. In addition, Marvel’s dominance over DC on the cinematic stage comes in the face of serious challenges, including the licensing of their most popular characters. Despite being home to famed characters such as Batman and Superman, the DC Cinematic Universe has not enjoyed the same number of blockbuster hits as Marvel. This success is sharply contrasted by the stumbling efforts of their primary competitor. Marvel’s “Ant-Man,” a hero most people have probably never heard of, earned $150 million more than the first Captain America movie. Marvel’s successful results, however, have not come exclusively from their big-name characters. With nearly $11 billion in worldwide box office sales, Marvel is the most successful cinematic franchise of all time.
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