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Page 1
(Marvel Entertainment official website)
A Market Analysis for
Marvel Entertainment
Ariana Busciglio
Full Sail University
Project & Portfolio II: Business and Marketing
03/03/2024
Page 2
EXECUTIVE SUMMARY
Marvel Studios is responsible for the Marvel Cinematic Universe (MCU), a shared universe
of superhero films and television series based on the comics created by Stan Lee, it was founded
in 1993 by Marvel Films; the studio initially licensed its characters to other studios for film
adaptations. However, in 2005, Marvel Studios decided to produce its films, leading to the creation
of the MCU. The first MCU film, "Iron Man," was released in 2008, followed by a series of
interconnected films that introduced various superheroes, teams, and storylines. Marvel Studios is
known for its meticulous planning and interconnected storytelling, with characters and events from
one film often impacting or influencing others within the MCU. The studio's films are typically
set within a shared continuity, allowing for crossovers, team-ups, and epic battles between
superheroes and villains.
Marvel Entertainment has been an industry leader in the realm of comic books, movies,
television shows, and merchandise for decades. Their expansive universe boasts a plethora of
iconic characters beloved by millions worldwide. However, as the Marvel Cinematic Universe
(MCU) continues to expand and produce more content, concerns regarding character fatigue have
surfaced. This analysis delves into the concept of character fatigue within Marvel Entertainment
and its potential implications.
Character fatigue presents a significant challenge for Marvel Entertainment as it seeks to
maintain audience engagement and sustain its market dominance. With this analysis, Marvel can
get the tools to manage character fatigue effectively and keep its comic book universe fresh,
vibrant, and appealing to longtime fans and new audiences alike.
Page 3
OBJECTIVE
This analysis aims to proactively address and mitigate character fatigue within the Marvel
entertainment franchise to sustain audience engagement, ensure long-term profitability, and
uphold its position as a leading force in the entertainment industry.
RESEARCH METHODOLOGY
The information obtained in this report was gathered utilizing external resources, from
the internet or online database, as well as from the Full Sail Library and the company's official
website. It was collected in March of 2024.
RESEARCH AND KEY FINDINGS
Marvel Entertainment boasts a vast array of characters and franchises, making it one of the
most extensive and beloved universes in popular culture. While the exact number of characters
and franchises can be difficult to quantify due to the sheer volume of content produced over the
decades, Marvel Comics alone has introduced thousands of characters since its inception in the
1960s. These characters span a wide range of genres, powers, and backgrounds, catering to diverse
audiences around the world.
In 2009, The Walt Disney Company acquired
Marvel Entertainment for $4.24 billion, making it a
subsidiary of Disney. The acquisition was a strategic
move for Disney to bolster its position in the
entertainment industry and expand its portfolio of
iconic franchises. Marvel's vast library of characters
and stories provided Disney with valuable
intellectual property that could be leveraged across
various media platforms, including film, television,
merchandise, and theme parks.
(Huizar, 2021)
Page 4
Since the acquisition, Marvel Studios, under the Disney umbrella, has achieved remarkable
success with its cinematic universe, the Marvel Cinematic Universe (MCU). The MCU has become
one of the highest-grossing film franchises of all time, consistently delivering blockbuster hits at
the box office. Films like "The Avengers," "Black Panther," and "Avengers: Endgame" have
shattered records and generated billions of dollars in revenue worldwide.
In addition to its film success, Marvel has expanded its presence on the small screen with
numerous television series produced for various networks and streaming platforms. These include
shows like "Agents of S.H.I.E.L.D.," "Daredevil," "Jessica Jones," and "Wanda Vision," among
others. While not all these series have achieved the same level of critical acclaim or commercial
success as the MCU films, they have contributed to Marvel's overall dominance in the
entertainment industry.
However, the proliferation of Marvel content across multiple platforms over the years has
led to discussions about potential audience fatigue. With numerous films, TV shows, animated
series, and other media releases each year, some fans and analysts have expressed concerns that
oversaturation could lead to diminishing returns or audience burnout. The sheer volume of content,
coupled with the interconnected nature of many Marvel properties, may overwhelm audiences, and
dilute the impact of individual releases.
Despite these concerns, Marvel has continued to expand its universe and produce new
content at a rapid pace, driven by a dedicated fan base and ongoing demand for superhero stories.
The success of the MCU and the enduring popularity of Marvel characters suggest that, while
fatigue may be a potential risk, Marvel Entertainment remains a powerhouse in the entertainment
industry, capable of captivating audiences across the globe.
Character fatigue refers to the diminishing interest or excitement surrounding a particular
character or set of characters within a franchise. It occurs when audiences become oversaturated
with content featuring the same characters, leading to declining engagement, box office
performance, or merchandise sales.
Page 5
“Superhero fatigue seemed to finally and fully arrive in 2023, taking down even the mighty
Marvel Cinematic Universe as part of a genre tailspin, including no less than five outright flops,
one underperformance, and only a couple of successes.” (Hughes,2021)
(Marvel Entertainment Website)
Marvel's strategy of releasing multiple movies and TV shows annually has led to frequent
appearances of famous characters. While initially generating excitement, this strategy risks
oversaturating the market and exhausting audience interest.
“The return of Captain Marvel and her reunion with astronaut Monica Rambeau Teyonah
Parris and young Kamala Khan Iman Vellani, aka Ms. Marvel, did not appeal enough to audiences
and fans of the MCU Marvel Cinematic Universe. The movie starring this trio of superheroines,
The Marvel, had the most disappointing premiere in the history of the comic book brand at the
cinema.” (Full Sail Library, 2023)
The formulaic storyline style of Marvel, in which heroes overcome recurrent enemies and
encounter identical obstacles, may cause audience fatigue. Low story originality could make
people less excited about subsequent releases. With the MCU dominating the superhero genre,
audiences may experience fatigue from the sheer volume of superhero content. Competing
franchises further exacerbate this saturation, making it challenging for Marvel to maintain
audience attention.
Page 6
(The official Disney Fanclub)
Marvel recognizes the importance of long-term sustainability and growth. By addressing
character fatigue, Marvel aims to ensure its franchise's continued success and relevance for years
to come, fostering a loyal fan base and adapting to evolving audience preferences.
Marvel will have to manage the legacies of its iconic characters thoughtfully, ensuring that
they receive respectful and fitting conclusions to their story arcs. This may involve gracefully
retiring certain characters or exploring alternative storylines to maintain audience interest without
diminishing their impact.
CONCLUSIONS
Character fatigue presents a significant challenge for Marvel Entertainment as it seeks to
maintain audience engagement and market dominance. By addressing the factors contributing to
fatigue and implementing strategic mitigation strategies, Marvel can navigate this challenge
effectively, ensuring the longevity and vitality of its beloved characters and storytelling universe.
RECOMMENDATIONS
Marvel can mitigate character fatigue by diversifying its roster of heroes and exploring lesser-
known characters from its comic book universe. Introducing fresh faces and compelling narratives
can reinvigorate audience interest. Different ways that Marvel Entertainment can mitigate this
issue are by:
 Embracing narrative experimentation and genre-bending storytelling can help Marvel
differentiate its content offerings and captivate audiences weary of formulaic superhero
narratives.
Page 7
 To prevent oversaturating the market with many releases showcasing the same
characters, Marvel should reevaluate their release strategy. Maintaining audience
excitement can be achieved by distributing releases and switching between well-known
and fresh personalities.
 Characters that are nearing the end of their story arcs can be politely retired from
Marvel or given hiatuses, allowing fans to appreciate their history while learning about
new stories. Future resurrections could arouse interest and bring back memories.
 Marvel can refresh its lineup by introducing new characters with diverse backgrounds,
powers, and storylines.
 Instead of relying solely on significant events and crossovers, Marvel should prioritize
individual character development. Deepening the characterization of existing heroes can
make them more compelling and help sustain long-term interest.
 Experiment with different genres within the superhero framework, such as horror, science
fiction, or mystery. This can provide fresh storytelling opportunities and keep the
audience engaged.
 Pay attention to audience feedback and adapt accordingly. Marvel should be responsive
to what fans enjoy and what they want to see more of in terms of characters and
storylines.
Page 8
REFERENCES
CE Noticias Financieras. Full Sail library. The Marvel’s: “Worst Opening in the History of
Marvel Cinematic Universe”. November 2023.
https://advancelexiscom.oclc.fullsail.edu/api/document?collection=news&id=urn:contentItem:69
MK-JGD1-JCG7-855H-00000-00&context=1516831.
Hughes, Mark. “What Caused Superhero Fatigue in 2023 and How to Fix It.” Forbes, 4 Jan.
2024, www.forbes.com/sites/markhughes/2024/01/04/what-really-caused-superhero-fatigue-in-
2023-and-how-to-fix-it/?sh=346aba754f4d.
Marvel Entertainment Website. “About.” Marvel Entertainment,
www.marvel.com/corporate/about.
Newby, Richard. “Marvel Has Found an Answer to So-Called “Fatigue.” The Hollywood
Reporter, 25 Nov. 2022, www.hollywoodreporter.com/tv/tv-features/guardians-of-the-galaxy-
holiday-special-marvel-1235269112/.
Open AI. Write a Recommendation for Marvel Entertainment to end character fatigue.
chat.openai.com/c/6be7008a-202c-4ad9-be5b-03f0e1f77b31.
The Official Disney Fan Club. “Marvel Entertainment.” https://d23.com/a-to-z/marvel-
entertainment/
The Walt Disney Company. “Disney to Acquire Marvel Entertainment.” The Walt Disney
Company, 31 Aug. 2009, thewaltdisneycompany.com/disney-to-acquire-marvel-
entertainment/.

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Assignment_4_ArianaBusciglio Marvel(1).docx

  • 1. Page 1 (Marvel Entertainment official website) A Market Analysis for Marvel Entertainment Ariana Busciglio Full Sail University Project & Portfolio II: Business and Marketing 03/03/2024
  • 2. Page 2 EXECUTIVE SUMMARY Marvel Studios is responsible for the Marvel Cinematic Universe (MCU), a shared universe of superhero films and television series based on the comics created by Stan Lee, it was founded in 1993 by Marvel Films; the studio initially licensed its characters to other studios for film adaptations. However, in 2005, Marvel Studios decided to produce its films, leading to the creation of the MCU. The first MCU film, "Iron Man," was released in 2008, followed by a series of interconnected films that introduced various superheroes, teams, and storylines. Marvel Studios is known for its meticulous planning and interconnected storytelling, with characters and events from one film often impacting or influencing others within the MCU. The studio's films are typically set within a shared continuity, allowing for crossovers, team-ups, and epic battles between superheroes and villains. Marvel Entertainment has been an industry leader in the realm of comic books, movies, television shows, and merchandise for decades. Their expansive universe boasts a plethora of iconic characters beloved by millions worldwide. However, as the Marvel Cinematic Universe (MCU) continues to expand and produce more content, concerns regarding character fatigue have surfaced. This analysis delves into the concept of character fatigue within Marvel Entertainment and its potential implications. Character fatigue presents a significant challenge for Marvel Entertainment as it seeks to maintain audience engagement and sustain its market dominance. With this analysis, Marvel can get the tools to manage character fatigue effectively and keep its comic book universe fresh, vibrant, and appealing to longtime fans and new audiences alike.
  • 3. Page 3 OBJECTIVE This analysis aims to proactively address and mitigate character fatigue within the Marvel entertainment franchise to sustain audience engagement, ensure long-term profitability, and uphold its position as a leading force in the entertainment industry. RESEARCH METHODOLOGY The information obtained in this report was gathered utilizing external resources, from the internet or online database, as well as from the Full Sail Library and the company's official website. It was collected in March of 2024. RESEARCH AND KEY FINDINGS Marvel Entertainment boasts a vast array of characters and franchises, making it one of the most extensive and beloved universes in popular culture. While the exact number of characters and franchises can be difficult to quantify due to the sheer volume of content produced over the decades, Marvel Comics alone has introduced thousands of characters since its inception in the 1960s. These characters span a wide range of genres, powers, and backgrounds, catering to diverse audiences around the world. In 2009, The Walt Disney Company acquired Marvel Entertainment for $4.24 billion, making it a subsidiary of Disney. The acquisition was a strategic move for Disney to bolster its position in the entertainment industry and expand its portfolio of iconic franchises. Marvel's vast library of characters and stories provided Disney with valuable intellectual property that could be leveraged across various media platforms, including film, television, merchandise, and theme parks. (Huizar, 2021)
  • 4. Page 4 Since the acquisition, Marvel Studios, under the Disney umbrella, has achieved remarkable success with its cinematic universe, the Marvel Cinematic Universe (MCU). The MCU has become one of the highest-grossing film franchises of all time, consistently delivering blockbuster hits at the box office. Films like "The Avengers," "Black Panther," and "Avengers: Endgame" have shattered records and generated billions of dollars in revenue worldwide. In addition to its film success, Marvel has expanded its presence on the small screen with numerous television series produced for various networks and streaming platforms. These include shows like "Agents of S.H.I.E.L.D.," "Daredevil," "Jessica Jones," and "Wanda Vision," among others. While not all these series have achieved the same level of critical acclaim or commercial success as the MCU films, they have contributed to Marvel's overall dominance in the entertainment industry. However, the proliferation of Marvel content across multiple platforms over the years has led to discussions about potential audience fatigue. With numerous films, TV shows, animated series, and other media releases each year, some fans and analysts have expressed concerns that oversaturation could lead to diminishing returns or audience burnout. The sheer volume of content, coupled with the interconnected nature of many Marvel properties, may overwhelm audiences, and dilute the impact of individual releases. Despite these concerns, Marvel has continued to expand its universe and produce new content at a rapid pace, driven by a dedicated fan base and ongoing demand for superhero stories. The success of the MCU and the enduring popularity of Marvel characters suggest that, while fatigue may be a potential risk, Marvel Entertainment remains a powerhouse in the entertainment industry, capable of captivating audiences across the globe. Character fatigue refers to the diminishing interest or excitement surrounding a particular character or set of characters within a franchise. It occurs when audiences become oversaturated with content featuring the same characters, leading to declining engagement, box office performance, or merchandise sales.
  • 5. Page 5 “Superhero fatigue seemed to finally and fully arrive in 2023, taking down even the mighty Marvel Cinematic Universe as part of a genre tailspin, including no less than five outright flops, one underperformance, and only a couple of successes.” (Hughes,2021) (Marvel Entertainment Website) Marvel's strategy of releasing multiple movies and TV shows annually has led to frequent appearances of famous characters. While initially generating excitement, this strategy risks oversaturating the market and exhausting audience interest. “The return of Captain Marvel and her reunion with astronaut Monica Rambeau Teyonah Parris and young Kamala Khan Iman Vellani, aka Ms. Marvel, did not appeal enough to audiences and fans of the MCU Marvel Cinematic Universe. The movie starring this trio of superheroines, The Marvel, had the most disappointing premiere in the history of the comic book brand at the cinema.” (Full Sail Library, 2023) The formulaic storyline style of Marvel, in which heroes overcome recurrent enemies and encounter identical obstacles, may cause audience fatigue. Low story originality could make people less excited about subsequent releases. With the MCU dominating the superhero genre, audiences may experience fatigue from the sheer volume of superhero content. Competing franchises further exacerbate this saturation, making it challenging for Marvel to maintain audience attention.
  • 6. Page 6 (The official Disney Fanclub) Marvel recognizes the importance of long-term sustainability and growth. By addressing character fatigue, Marvel aims to ensure its franchise's continued success and relevance for years to come, fostering a loyal fan base and adapting to evolving audience preferences. Marvel will have to manage the legacies of its iconic characters thoughtfully, ensuring that they receive respectful and fitting conclusions to their story arcs. This may involve gracefully retiring certain characters or exploring alternative storylines to maintain audience interest without diminishing their impact. CONCLUSIONS Character fatigue presents a significant challenge for Marvel Entertainment as it seeks to maintain audience engagement and market dominance. By addressing the factors contributing to fatigue and implementing strategic mitigation strategies, Marvel can navigate this challenge effectively, ensuring the longevity and vitality of its beloved characters and storytelling universe. RECOMMENDATIONS Marvel can mitigate character fatigue by diversifying its roster of heroes and exploring lesser- known characters from its comic book universe. Introducing fresh faces and compelling narratives can reinvigorate audience interest. Different ways that Marvel Entertainment can mitigate this issue are by:  Embracing narrative experimentation and genre-bending storytelling can help Marvel differentiate its content offerings and captivate audiences weary of formulaic superhero narratives.
  • 7. Page 7  To prevent oversaturating the market with many releases showcasing the same characters, Marvel should reevaluate their release strategy. Maintaining audience excitement can be achieved by distributing releases and switching between well-known and fresh personalities.  Characters that are nearing the end of their story arcs can be politely retired from Marvel or given hiatuses, allowing fans to appreciate their history while learning about new stories. Future resurrections could arouse interest and bring back memories.  Marvel can refresh its lineup by introducing new characters with diverse backgrounds, powers, and storylines.  Instead of relying solely on significant events and crossovers, Marvel should prioritize individual character development. Deepening the characterization of existing heroes can make them more compelling and help sustain long-term interest.  Experiment with different genres within the superhero framework, such as horror, science fiction, or mystery. This can provide fresh storytelling opportunities and keep the audience engaged.  Pay attention to audience feedback and adapt accordingly. Marvel should be responsive to what fans enjoy and what they want to see more of in terms of characters and storylines.
  • 8. Page 8 REFERENCES CE Noticias Financieras. Full Sail library. The Marvel’s: “Worst Opening in the History of Marvel Cinematic Universe”. November 2023. https://advancelexiscom.oclc.fullsail.edu/api/document?collection=news&id=urn:contentItem:69 MK-JGD1-JCG7-855H-00000-00&context=1516831. Hughes, Mark. “What Caused Superhero Fatigue in 2023 and How to Fix It.” Forbes, 4 Jan. 2024, www.forbes.com/sites/markhughes/2024/01/04/what-really-caused-superhero-fatigue-in- 2023-and-how-to-fix-it/?sh=346aba754f4d. Marvel Entertainment Website. “About.” Marvel Entertainment, www.marvel.com/corporate/about. Newby, Richard. “Marvel Has Found an Answer to So-Called “Fatigue.” The Hollywood Reporter, 25 Nov. 2022, www.hollywoodreporter.com/tv/tv-features/guardians-of-the-galaxy- holiday-special-marvel-1235269112/. Open AI. Write a Recommendation for Marvel Entertainment to end character fatigue. chat.openai.com/c/6be7008a-202c-4ad9-be5b-03f0e1f77b31. The Official Disney Fan Club. “Marvel Entertainment.” https://d23.com/a-to-z/marvel- entertainment/ The Walt Disney Company. “Disney to Acquire Marvel Entertainment.” The Walt Disney Company, 31 Aug. 2009, thewaltdisneycompany.com/disney-to-acquire-marvel- entertainment/.