Marvel’s mastery of storytelling across movies, TV, video games, and books is rooted in its character-first approach and strategic medium mapping.
Building a Universe: Marvel‘s Storytelling Mastery Across Platforms
The Power of Character-First Storytelling
Marvel‘s success in creating a beloved franchise can be attributed to its character-first approach, where stories are grounded with human stakes that resonate with all demographics. This ethos has enabled the studio to synthesize decades of comic book material into emotionally resonant content that appeals to a broad audience.
Marvel is a vast universe created by Stan Lee, Jack Kirby, and Steve Ditko.
It encompasses over 20,000 characters, including iconic superheroes like Spider-Man, the X-Men, and the Avengers.
The Marvel Cinematic Universe (MCU) has expanded this universe to include numerous movies and TV shows, grossing billions of dollars worldwide.
With its rich history and complex characters, the Marvel universe continues to captivate audiences globally.
Medium Mapping: The Key to Interconnected Storytelling
Derick Tsai, CEO of Magnus Rex, recently discussed the concept of ‘medium mapping,’ which involves strategically pairing specific narratives with mediums best suited to tell them creatively. This approach recognizes that different formats offer distinct strengths and weaknesses, and identifying how content enhances the overall IP experience becomes crucial.
The Benefits of Medium Mapping
When executed properly, medium mapping delivers both revenue and fandom by providing multiple engagement points for fans, creating more access points into a franchise through new stories and wish fulfillment between major releases. This approach extends the brand’s reach and earning potential by capturing consumer spending across various platforms.
Medium mapping refers to the process of creating a visual representation of a story's structure, typically used in screenwriting and content creation.
It involves breaking down the narrative into beats, which are the key events that drive the plot forward.
This technique helps writers and creators organize their ideas, identify pacing issues, and refine their storytelling.
Medium mapping can be done using software or by hand, with popular tools including Fade In, Celtx, and Scrivener.
Marvel‘s Success Formula
Marvel‘s Infinity Saga, which culminated in the record-breaking success of Avengers: Endgame, succeeded largely because it synthesized decades of comic book material into emotionally resonant content that appealed to a broad audience. The studio’s emphasis on character humanity, as seen in Robert Downey Jr.‘s Tony Stark and Captain America‘s relatable struggles, has been a key factor in the franchise’s success.
Reclaiming Marvel‘s Character-First Approach
Despite recent creative and commercial turbulence, Marvel needs to reclaim its character-first approach. Recent projects have struggled to recreate the emotional beats that were common across the MCU’s franchise pillars in phases one to three. However, by prioritizing strategic content expansion over sheer volume and focusing on multi-platform medium mapping, Marvel can restore balance to the franchise.
The Importance of Quality Control
The success of medium mapping also depends on quality control across franchise content space. Failure of a single project can be an anchor on commercial prospects, as seen with the poor reception and sales of DC‘s 2024 video game Suicide Squad: Kill the Justice League. Marvel must ensure that its content meets high standards to maintain fan engagement and revenue.
Building Hype and Creating a Universe
Medium mapping plays a key role in building hype, as not all platforms carry equal weight. Introducing Jonathan Majors‘ Kang on Disney+ and expecting audiences to follow him to theaters proved too ambitious. Marvel‘s success depends on matching each story to the right format and following through with the right expansion.
The Future of IP Expansion
Immersive experiences now provide a premium frontier for IP expansion, as seen in Super Nintendo World and the Wizarding World of Harry Potter theme parks. Disney‘s 10-year, $60 billion investment into parks and experiences is a testament to the potential of this approach. When it works, you get asymmetrical returns—one hit can lift an entire ecosystem.
The Walt Disney Company is an American multinational mass media and entertainment conglomerate.
Founded in 1923 by Walt Disney and his brother Roy, the company has grown into a global leader in film, television, theme parks, and consumer products.
With iconic brands like Mickey Mouse, Donald Duck, and Star Wars, Disney has become synonymous with family-friendly entertainment.
Today, Disney operates in over 40 countries, employing over 200,000 people worldwide.
Conclusion
Marvel‘s mastery of storytelling across movies, TV, video games, and books is a result of its character-first approach and strategic medium mapping. By reclaiming its focus on human stakes and quality control, Marvel can restore balance to the franchise and continue to drive fan development, engagement, and revenue.
