In the 1950s, Walt Disney created a famous flywheel (every business factor pushes value to another), which quickly became a decade-long strategic model for entertainment companies of all sizes. Today, in our broken media ecosystem, where audience behaviors change rapidly and competition for attention spans is unprecedented, we must study a layer more deeply. If the content is indeed still King, the creators and studios must deliver it in all available distribution avenues (videos, video games, books/comics, etc.). This requires brands to develop interconnected strategies in an orderly manner to keep them competitive in all respects.
This challenge is similar to the challenge of teaching your Golden Retriever to drive. It turns out that this is nearly impossible for many people who try it over a duration. However, this approach helps transform the Marvel Cinematic Universe (MCU) into Hollywood's most premier franchise and potentially helps it recover from its current ruts.
Derick Tsai, CEO of Intellectual Property Development Studio Magnus Rex, recently Writing an article about what he calls “medium mapping” which is a storytelling method Strategically, specific narratives are best suited to tell them creatively. Different formats offer different advantages and disadvantages, so identify how specific content can be enhanced Overall IP experience Become crucial. “When you map the right story to the right medium, you not only expand the IP, but you make it deeper, richer, more intentional,” Tsai told Observer.
The film most effectively introduces the world, themes and characters of IP to the widest audience. TV is good at developing long character arcs. Video games allow players to live and control decisions internally A story. Comics and books enable fans to explore unexplored history, settings, and characters in the IP universe that may not be embedded on the screen.
Once properly executed, the medium map will provide income and fanaticism. It provides fans with multiple engagement points, creates more access points and portals to the franchise through new stories, and delivers a wish between major distributions. Considering insomnia Spider-Man Video games or watch Loki On Disney+. This is the key to the ongoing fanatical development, not just maintaining an existing fan base. It also expands the brand’s reach and money-making potential by creating a variety of ecosystems to capture consumer spending. Fans buy movie tickets, subscribe to streaming services, read comics, play video games and buy merchandise. The business model offers more than just making one-time movies.
“Effective media maps turn franchise into a lifestyle, which is the lifestyle of loyalty and long-term income,” Tsai said.
Marvel's success formula
Marvel's Infinity Saga (2008-2019), ultimately achieved record success Avengers: The Final GameIt’s successful in large part because the studio combines decades of comic material into emotionally resonant content that anyone can enjoy. Studio Chairman Kevin Feige and his creative partners are rooted in the human bets of all demographics in a role-first spirit.
Other brands, such as the now-extinct DC Expansion Universe, position superhero myths and positioning characters such as Superman and Wonder Woman as gods. Meanwhile, Miracle emphasizes the humanity of its character. Audiences fall in love with Robert Downey Jr. Tony Stark, not just Iron Man Iron Man 3). Not only is the character a billionaire with great skills, but he is a wealthy stinger who becomes a conscience, classic prototype. Captain America is a person who desperately strives to find a foothold in the world of the past. Thor is a God who learns to be humble. Marvel scales these relevant character principles in multiple mediums and explains the success of Disney+ shows Wandavision and Lokimillions of role-players have created sophisticated (and expensive) tributes, as well as the popularity of games such as Marvel competitors. Both the main content and the auxiliary content prioritize the human journey while meeting the needs of basic storytelling.
It’s no secret that the MCU has encountered some creative and commercial turmoil since Thanos turned to dust in 2019. Although the series still reaches atmospheric highs (Spider-Man: There is no way to go home Made $1.9 billion Deadpool and Wolverine With a box office of $1.3 billion), its historical elite consistency has faltered. Some adjustments can help restore balance.
Marvel needs a way to restore its character first. The recent Multiverse Saga installment payments either bear too much of a world-building burden (e.g. Miracle Trying to connect Wandavision,,,,, Ms. Marvel,,,,, Captain Miracle and X-Men) or mapped into a wrong story (Secret invasion Need to be a movie with better writing). Interestingly, Cai saw it evil As the best example of last year’s Marvel movie, it’s an exciting story about a character who is capable of overcoming social bias and inherent skepticism. Recent Marvel projects have been working to reproduce these emotional beats, which are in one to three phases in the MCU’s franchise pillar.
Medium-sized mapping Play A key role in building hype, because not all platforms have the same weight. Introducing Major Jonathan's Con (designed to be Tonos's Big Bad Successor to the Multiverse) to Disney+ and expecting audiences to follow him to the theater proves too ambitious. His big screen debut Ant-Man: Quantum In MCU history, the second week of the second week of the second week fell (down 70%) and the ninth-tier global total box office ($476 million). Success depends on matching each story with the correct format and following the correct extension.
Now, immersive experiences offer premium (and Rapid growth) The boundary of IP extension. Super Nintendo World and the Wizard World at Harry Potter Theme Park recreates the beloved environment, bringing fans up from raw materials to tangible fantasies. This explains Disney's Avengers Campus Expansion Including the Avengers’ Infinity Defense and Stark Flight Lab as part of the company 10 years, $60 billion in investment Enter the park and experience.
“When it works, you get asymmetric returns – a hit can boost the entire ecosystem,” Tsai explained. The Super Mario Bros. movie is a successful film, a successful film that sparked interest in other aspects of the franchise – game sales, merchandise and park attendance.
Of course, like everything, there are disadvantages. In failure, a project can become an anchor for the business prospects. Tay pointed out that last year, Hasbro reported Revenue fell 17% year-on-year In a way, driving with audience fatigue from partner brands Marvel and Star Wars. Quality control of this huge franchise content space is very challenging in the context of the reception and sales of video games in 2024 in the District of Columbia Suicide Squad: Kill Justice League And recently, the fake VFX that spans Marvel attributes. As fans get stale in the avalanche of uneven content, the entire ecosystem fails.
Marvel's winning streak cannot continue forever – every Hollywood fashion is limited. However, such franchises and other ambitious IPs must focus on multi-platform media mapping to reach new heights. They must be omnipresent without becoming oversaturated, prioritizing strategic content expansion over pure quantities. (Driving a Golden Retriever sounds more credible at this point, right?). As the next layer of Disney's famous flywheel, this approach remains the most effective way to create a universe that drives fan development, engagement, and revenue. Most importantly, it’s back to the path to great storytelling that satisfy fans.
