This blog post is a response to Sincere Cheong’s blog post.

Since 2008, Marvel has released successful blockbuster film after blockbuster film, all because they retained creative license over their comic characters. Unlike other studios, instead of purchasing the rights to popular characters; for example, Spiderman and X-Men by Sony and Fox, Marvel uses the rights to characters they already own. Because they own the rights to so many of their own characters, they are able to create a cinematic universe that spans most of the Marvel world. Movies like the Avengers containing a ensemble cast of high profile superheroes would not be possible without the control that Marvel Studios has over the Marvel IPs. This universe, dubbed the Marvel Cinematic Universe has created a competitive advantage that other superhero movies like Spiderman, X-men and Fantastic Four do not have.

However, the recent success of Guardians of the Galaxy, a new IP with no name recognition, has shown that Marvel’s creative stamp carries credibility with viewers. In fact, a formally unknown franchise was able to set many box office records. Marvel Studios does not need to rely on the rights of high profile superheroes like other superhero movies do. Marvel’s name has become a seal of quality creating hype and intrigue for any movie they produce. If the upcoming film Ant-Man is a success, Marvel can rest assured knowing that they can pull unheralded characters from the Marvel roster and create films that can match or exceed those of A-list superheroes.

Sources:

https://blogs.ubc.ca/sincerecheong/2014/11/02/a-revolution-in-movie-making/

http://www.businessweek.com/printer/articles/192489-kevin-feige-marvels-superhero-at-running-movie-franchises

http://variety.com/2014/film/news/guardians-of-the-galaxy-marvel-analysis-1201274603/