The Marvel Cinematic Universe (MCU) is an American media franchise and shared universe centered on a series of superhero films produced by Marvel Studios. The films are based on characters that appear in American comic books published by Marvel Comics. The franchise also includes television series, short films, digital series, and literature. The shared universe, much like the original Marvel Universe in comic books, was established by crossing over common plot elements, settings, cast, and characters.

By 2005, Marvel Entertainment had begun planning to produce its own films independently and distribute them through Paramount Pictures.[2] Previously, Marvel had co-produced several superhero films with Columbia Pictures, New Line Cinema and others, including a seven-year development deal with 20th Century Fox.[3] Marvel made relatively little profit from its licensing deals with other studios and wanted to get more money out of its films while maintaining artistic control of the projects and distribution.[4] Avi Arad, head of Marvel's film division, was pleased with Sam Raimi's Spider-Man films at Sony Pictures, but was less pleased with others. As a result, Arad decided to form Marvel Studios, Hollywood's first major independent film studio since DreamWorks Pictures. Kevin Feige, Arad's second-in-command,[5] realized that unlike Spider-Man, Blade, and the X-Men, whose film rights were licensed to Sony, New Line Cinema, and Fox, respectively, Marvel still owned the rights to the core members of the Avengers. Feige, a self-described "fanboy", envisioned creating a shared universe, just as creators Stan Lee and Jack Kirby had done with their comic books in the early 1960s.[6]


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Early on, the shared universe element of the Marvel Cinematic Universe was criticized by some journalists. Around the release of The Avengers in 2012, Jim Vorel of Herald & Review called the Marvel Cinematic Universe "complicated" and "impressive", but said, "As more and more heroes get their own film adaptations, the overall universe becomes increasingly confusing."[339] Kofi Outlaw of Screen Rant stated that while The Avengers was a success, "Marvel Studios still has room to improve their approach to building a shared movie universe".[340] Some reviewers criticized the fact that the desire to create a shared universe led to films that did not hold as well on their own. In his review of Thor: The Dark World, Forbes critic Scott Mendelson likened the MCU to "a glorified television series", with The Dark World being a "'stand-alone' episode that contains little long-range mythology".[341] Collider's Matt Goldberg considered that while Iron Man 2, Thor and Captain America: The First Avenger were quality productions, "they have never really been their own movies", feeling that the plot detours to S.H.I.E.L.D. or lead-ups to The Avengers dragged down the films' narratives.[342]

Following the release of Jessica Jones, David Priest at CNET wrote about how the series rescues "Marvel from itself ... Jessica Jones takes big steps forward in terms of theme, craft and diversity. It's a good story first, and a superhero show second. And for the first time, the MCU seems like it matters. Our culture needs stories like this. Here's hoping Marvel keeps them coming."[348] For Paul Tassi and Erik Kain of Forbes, watching the series made them question the MCU, with Kain feeling that the "morally complex, violent, dark world of Jessica Jones has no place in the MCU ... right now, the MCU is holding back shows like Jessica Jones and Daredevil, while those shows are contributing absolutely nothing to the MCU."[349] Tassi went so far as to wonder what "the point of the Marvel Cinematic Universe" is, lamenting the lack of major crossovers in the franchise since the Winter Soldier reveal on Agents of S.H.I.E.L.D., and saying that Jessica Jones is "so far removed from the world of The Avengers, it might as well not be in the same universe at all ... [I] really don't understand the point of [the MCU] if they're going to keep everything within it separated off in these little boxes".[350] Conversely, Eric Francisco of Inverse called Jessica Jones's lack of overt connections to the MCU "the show's chief advantage. Besides demonstrating how physically wide open the MCU's scope really is, Jessica Jones also proves the MCU's thematic durability."[351]

After the release of The Avengers in May 2012, Tom Russo of Boston.com noted that aside from the occasional "novelty" such as Alien vs. Predator (2004), the idea of a shared universe was virtually unheard of in Hollywood.[6] Since that time, the shared universe model created by Marvel Studios has begun to be replicated by other film studios that held rights to other comic book characters. In April 2014, Tuna Amobi, a media analyst for Standard & Poor's Equity Research Services, stated that in the previous three to five years, Hollywood studios began planning "megafranchises" for years to come, opposed to working one blockbuster at a time. Amobi added, "A lot of these superhero characters were just being left there to gather dust. Disney has proved that this [approach and genre] can be a gold mine."[366] With more studios now "playing the megafranchise game", Doug Creutz, media analyst for Cowen and Company, feels the allure will eventually die for audiences: "If Marvel's going to make two or three films a year, and Warner Brothers is going to do at least a film every year, and Sony's going to do a film every year, and Fox [is] going to do a film every year, can everyone do well in that scenario? I'm not sure they can."[366]

In March 2018, Patrick Shanley of The Hollywood Reporter opined that "the key differences between a regular franchise, such as The Fast and the Furious or Pitch Perfect films, and a shared universe is the amount of planning and interweaving that goes into each individual film. Its all too easy to make a film that exists solely for the purpose of setting up future installments and expanding a world, rather than a film that stands on its own merits while deftly hinting or winking at its place in the larger mythos. In that, the MCU has flourished." He felt that Iron Man "itself was aimed at being an enjoyable stand-alone experience, not as an overall advertisement for 17 subsequent movies. That mentality has persisted through most of the MCU films over the past decade, which is all the more impressive as its roster of heroes now exceeds the two-dozen mark."[367]

In October 2012, following its legal victory over Joe Shuster's estate for the rights to Superman, Warner Bros. Pictures announced that it planned to move ahead with its long-awaited Justice League film, uniting such DC Comics superheroes as Batman, Superman, and Wonder Woman. The company was expected to take the opposite approach to Marvel, releasing individual films for the characters after they have appeared in a team-up film.[368] The release of Man of Steel in 2013 was intended to be the start of a new shared universe for DC, "laying the groundwork for the future slate of films based on DC Comics".[369] In 2014, Warner Bros. announced that slate of films, similarly to Disney and Marvel claiming dates for films years in advance.[370] That year, DC chief creative officer Geoff Johns stated that the television series Arrow and The Flash were set in a separate universe from the new film one,[371] later clarifying that "We look at it as the multiverse. We have our TV universe and our film universe, but they all co-exist. For us, creatively, it's about allowing everyone to make the best possible product, to tell the best story, to do the best world. Everyone has a vision and you really want to let the visions shine through ... It's just a different approach [to Marvel's]."[372]

After Sony canceled their shared universe plans and started sharing the Spider-Man character with Marvel Studios, multiple critics discussed their failure at replicating the MCU. Scott Meslow of The Week noted the perceived flaws of the first Amazing Spider-Man film, outside of its lead performances, and how the sequel "doubles down on all the missteps of the original while adding a few of its own. ...We now have a textbook example of how not to reboot a superhero franchise, and if Sony and Marvel are wise, they'll take virtually all those lessons to heart as they chart Spider-Man's next course."[394] Scott Mendelson noted that The Amazing Spider-Man 2 "was sold as less a sequel to The Amazing Spider-Man than a backdoor pilot for Spider-Man vs. the Sinister Six. ...Had Sony stuck with the original plan of a scaled-down superhero franchise, one that really was rooted in romantic drama, they would have at least stuck out in a crowded field of superhero franchises. When every superhero film is now going bigger, Amazing Spider-Man could have distinguished itself by going small and intimate." This would have saved Sony "a boatload of money", and potentially reversed the film's relative financial failure.[395]

In September 2014, the University of Baltimore announced a course beginning in the 2015 spring semester revolving around the Marvel Cinematic Universe, to be taught by Arnold T. Blumberg. "Media Genres: Media Marvels" examines "how Marvel's series of interconnected films and television shows, plus related media and comic book sources and Joseph Campbell's monomyth of the 'hero's journey', offer important insights into modern culture" as well as Marvel's efforts "to establish a viable universe of plotlines, characters, and backstories."[396][397]

In March 2018, the Walt Disney Company announced a new Marvel-themed area inspired by the MCU at Disney California Adventure, anchored by Mission: Breakout!, that sees characters from the MCU such as Iron Man and Spider-Man join the Guardians of the Galaxy in a "completely immersive superhero universe." The area replaced the "A Bug's Land" area, which closed in mid-2018 to start construction on the Marvel area.[402][410] Tom Holland reprises his role as Peter Parker / Spider-Man in the attraction Web Slingers: A Spider-Man Adventure, in which Parker has set up W.E.B. (the Worldwide Engineers Brigade) to inspire a new generation to use technology to save the world. Riders are recruited by Spider-Man into the initiative to stop his malfunctioning Spider-Bots.[417] Web Slingers was directed by Spider-Man director Jon Watts along with Brett Strong, and was written by Steven Spiegel and featured visual effects by Framestore.[418] A one-act version of Rogers: The Musical premiered at the Hyperion Theater on June 30, 2023, and ran for a limited time until August 31.[419] e24fc04721

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