"And I think to myself - what a Marvel-ous world" an examination of Marvel Studios' influence and role in the franchising of contemporary superhero films

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  • This thesis presents a framework for understanding Marvel Studios’ current domination of superhero franchising in Hollywood and the impact of this domination on the film industry as a whole. Since the turn of the millennium, superhero films have developed into one of the most reliable, and profitable, properties studios can offer in the face of shrinking film attendance. Marvel Studios has established itself as the leading producer of superhero films, culminating in the success of the Avengers (2012) as reportedly the third-highest grossing film domestically and worldwide in the history of the film industry. The aim overall is to illuminate the ground breaking impact on the contemporary film industry, both creative and monetary, of Marvel Studios and its novel approach to media franchising.

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  • Copyright © 2015 the author(s). Theses may be used for non-commercial research, educational, or related academic purposes only. Such uses include personal study, research, scholarship, and teaching. Theses may only be shared by linking to Carleton University Institutional Repository and no part may be used without proper attribution to the author. No part may be used for commercial purposes directly or indirectly via a for-profit platform; no adaptation or derivative works are permitted without consent from the copyright owner.
Date Created
  • 2015


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