This May, Marvel Studios puts a bow on its Phase Two slate of films with The Avengers: Age of Ultron. Later in the summer, Phase Three kicks off with Ant Man. Agent Carter is off and running on ABC and new shows revolving around The Defenders are set to stream on Netflix. Cap that off with the midseason premiere of Marvel’s Agents of S.H.I.E.L.D in March and the Marvel brand is standing tall. The fruits of a gamble that paid off huge.
Over the last seven years the studio has not only built an expansive universe on television and the big screen but also trust with audiences. Namely, families. Sure, long time fans of the comics can enjoy Marvel’s films but so can general audiences. Parents know they can take their entire family to any of their movies. Because while Kevin Feige and company were expanding their MCU they were also building equity.
Without it, Marvel’s The Avengers doesn’t set the opening weekend record, Guardians of the Galaxy isn’t the breakout hit of 2014, and talks of incorporating Spider-Man into the MCU probably never happen.
But not everyone is fond of Marvel's brand. While the lighter tone has proven profitable, it hasn’t gone over well with some fans. The studio is often accused of making “Action Comedies” or films “For Kids”. Neither is very accurate. Yes, these films have comedy in them and are appropriate for children but Marvel makes family films, which is smart. Per BoxOfficeMojo.com, the ten top grossing movies of all time (worldwide) are aimed at families, with the exception of Skyfall.
Marvel announced its Phase Three slate in 2014 and it looks like they’re staying consistent with their product. But what about those fans who prefer their material much darker? This isn’t to say they can’t enjoy the long awaited Black Panther, Captain Marvel and Doctor Strange movies. The thing is, Marvel recently got back the rights to their more mature, adult themed characters - Blade, Daredevil, the Punisher and Ghost Rider.
Yeah, Daredevil’s Netflix show is set for April but some feel his place is on the silver screen, with bigger production value. The issue comes with these characters fitting the current MCU. Frank Castle isn’t exactly a role model. And Ghost Rider doesn’t really burn his brightest under the restrictions of a PG-13 rating.
So, the question is, how does Marvel release "Adults Only" versions of their mature properties while keeping their family brand intact? Answer: create a separate division. A MAX division.
Did you know Disney released Pulp Fiction? Not under the Disney logo but through Miramax films. Disney was able to release a number of adult themed movies when they owned Miramax. Studios create subdivisions all the time for niche or specialty films - 20th Century Fox and Fox Searchlight. Sony and Screen Gems.
Marvel could do the same for their darker titles. Open a Max Comics film division and create a new MCU (Max Cinematic Universe) inhabited by the likes of Blade, the Kingpin and Mephisto.
And Marvel could produce these films on more moderate budgets since they’d focus primarily on their street level characters. Instead of spending $150 to $200M you’re looking at maybe a third of that.
Marvel could absolutely create a smaller Max Comics film division. The question would probably become do you keep these two MCUs separate. And that would lead to crossover rumors…which are always fun.
IN CLOSING
I wasn’t pleased with the films for Daredevil, Ghost Rider and the Punisher. Now that they’re all under the same roof, I believe creating a singular universe where Marvel's explicit content can exist and flourish is an idea that should at least be considered.
On the big screen, too. You can’t underestimate the importance of production value. Just compare Constantine the show to Constantine the movie. Plus, shows can flounder and/or overstay their welcome. Or flat-out get canceled before finding their legs.
With a Marvel Studios division for the big stuff and a Max division for “mature audiences only” material, the company could truly say they offer something for everyone. What do you think? Could a Marvel Max film division work? Sound off below and, as always, thanks for reading.