The document discusses the history and development of Marvel Comics and the Marvel Cinematic Universe. It details how Marvel Comics was established in 1939 and introduced popular characters like Fantastic Four, Hulk, Thor, Spiderman, and X-Men. In the 1980s, Marvel split into entertainment subsidiaries and began producing movies based on its characters. The Marvel Cinematic Universe was created as a shared fictional universe to feature the Avengers. It includes blockbuster films like Iron Man, Captain America, Thor, and The Avengers, which combined gross over $4 billion worldwide. The document also examines cult fandom around genres and properties like Marvel and how the movies and extended universe appeal to large fanbases.

1. AVENGERS! ASSEMBLE!
Marketing models and Fandom

2. Marvel

3. • Timely Comics 1939
• Atlas Comics 1950
• Marvel Comics 1960
• First featured comic: Fantastic Four
• Chief editor Stan Lee was responsible for all
stories at this point.
• Other popular stories include; Hulk, Thor, Captain
America, Iron Man, X Men, Daredevil, Spiderman.
• Created well known villains such as; Doctor
Doom, Galactus and Magneto.

4. • Split into several entertainment subsidiaries
during l980s. (Marvel Entertainment, Marvel
Productions, Marvel Animations, Marvel UK,
Marvel Music etc)
• To date, Marvel is the highest-grossing movie
brand of all time, its films having grossed a
total of $4,094.6 million.

5. AVENGERS!
• The ‘Marvel Cinema Universe’ – shared
fictional universe created to host Marvel’s
Avengers.
• The universe was established by crossed over
shared elements, plot lines, characters and
settings.

6. • Some of the productions set in the Marvel
Universe;
– Iron Man (2008)
– The Incredible Hulk (2008)
– Iron Man 2 (2010)
– Thor (2011)
– Captain America: The First Avenger (2011)
– The Avengers (2012)

7. • John Favreau (2008)
• Main player: Robert Downey Jr
• When wealthy industrialist Tony Stark is forced to
build an armored suit after a life-threatening
incident, he ultimately decides to use its technology
to fight against evil.
• Budget: $140million
• Gross: $585million

8. • Louis Lettrier (2008)
• Main Player: Ed Norton
• Thanks to a gamma ray
experiment gone wrong, Dr.
Bruce Banner transforms into
a giant green-skinned hulk
whenever his pulse rate gets
too high. Meanwhile, a soldier
uses the same technology to
become an evil version of the
original.
• Budget: $150million
• Gross: $263million

9. • Kenneth Branagh (2011)
• After being cast out from
the kingdom of Asgard, the
mighty and powerful Thor is
forced to live on earth. He
quickly becomes one of the
planet’s greatest defenses.
• Budget: $150million
• Gross:$446million
Main players: Chris Hemsworth,
Natalie Portman, Anthony Hopkins

10. • Joe Johnston (2011)
• Main Players: Chris Evans,
Christopher Markus.
• After being deemed unfit for
military service, Steve Rogers
volunteers for a top secret
research project that turns
him into Captain America, a
superhero dedicated to
defending the USA's ideals.
• Budget: $150million
• Gross: $368million

11. • John Whedon (2012)
• Main Players: Robert
Downey Jr, Chis Evans,
Scarlett Johansson , Chris
Hemsworth, Mark
Ruffalo
• Nick Fury of S.H.I.E.L.D.
brings together a team of
super humans to form The
Avengers to help save the
Earth from Loki and his
army.
• Budget: $220million

12. • Each film’s plot is designed to intertwine with
regards to narrative, characters and setting to
culminate in The Avengers (2012)
• The Avengers will feature an ensemble cast
from each of the preceding Universe movies.
• The movie is the culmination of nearly 15years
of preceding production work and intricately
written, directed and marketed movies.

13. Cult Fandom and the Movie Geek
• Fandom for particular texts or genres can become
exaggerated through mutual appreciation and large
fanbases.
• It stems from a need to stand out from other forms of
popular fandom.
• There will usually be a range of merchandising and
themed events based around the text. (conventions
etc.)
• The text and surrounding items become quasi-religious
(almost a religion) symbols to fans, holding a certain
amount of sentimental and cultural value.

14. Popular Examples
• Comic-Con
• Star Trek
• Twilight
• Harry Potter
• Dr Who
• Lord of the Rings
• World of Warcraft

15. Popular Exmples
• Star Wars
• Star Trek
• Twilight
• Buffy the Vampire
Slayer
• Lord of the Rings
• Dr Who
• Superman/Smallville
• Marvel and DC Comics
• Comic Con

16. TASK AHOY!
• Your mission:
• Get into groups of three or four.
• You will be given one example of a cult fan base to investigate and
produce a Fact Profile for.
• Be sure to include;
– Facts about the movie/genre/convention
– Figures/dates etc
– Images
– Blog postings/fan postings
– Your opinion on why this fan base has generated
GO FORTH AND GEEK!