EDITORIAL: Marvel's 3-Phase Plan

EDITORIAL:  Marvel's 3-Phase Plan

Archivist here! Think I only write poster analysis? Well, to keep things interesting here is something a little different. How long can we expect to enjoy this era of Comic book movies? Is there something behind the 3-Phase Plan? Find out more if you click the link!

Editorial Opinion
By TheArchivist - Nov 20, 2013 11:11 AM EST
Filed Under: Other

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Marvel’s Three-Phase Plan
A Marketing Editorial

Introduction

We all know that Marvel has some made some quite fascinating business ventures in the last few years. Just a few weeks ago we found out that Marvel had made quite a massive deal together with Netflix to broadcast four TV shows featuring classic characters from Hell’s Kitchen all culminating in a 13-episode Mini series called The Defenders. With the release of Marvel’s The Avengers they had already made an interesting proposal with creating their own Cinematic Universe with multiple stand-alone films culminating in one grand adventure. At the point we even added a television show in the form of Agents of S.H.I.E.L.D. that expands on the universe every week. Whatever one may think about their products they are successful in what they are doing and do have quite a following for what they have been achieving. With them releasing the amount of TV shows through Netflix I came to ask myself one question, can we expect this to stay the way it is much longer? Even if I stayed optimistic and believe we would never run out of storylines and characters to expand on I do have to confess that the way things are at the moment may only last up to a certain point. Before I get into that fact I will give a look into a classic economic theory known as the Product Life Cycle, which may illiterate what I am talking about.

Product Life Cycle

The theory is quite simple and means exactly that what its name stands for. It details the life cycle of our every day products up to a specific point and people lose interest in them. Most times this is shown in relation to the amounts sold and the period of time they are able to prove profitable to a company. I would like to point out that the time span these include are quite variable, as you have to consider that every product lasts longer than others. To give an example consider the light bulb, it was in the market for quite some time before it was replaced through a more technological advanced model but still stayed in the market for a considerable amount of time before it was completely overtaken. Another one to mention would be the current trends for Blu-Rays, while they are becoming the new form to view films at home we still can find the DVD on shelves and some people do tend to stick to that form of medium. This proves that there is no true definition on how well a product will do or how long it would last on the market. There have been miracles where something underwhelming became the biggest thing while the opposite has also occurred.

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SOURCE: http://www.notesdesk.com/notes/marketing/product-life-cycle-plc/

As you can see there are generally four stages, if you don’t count the development stage were naturally no company makes any sales, which start with the introduction of the product itself. After that we have the growth of the product with the public becoming aware of the product and naturally pushing the sales further up. Thirdly, we have the maturity stage where the sales start the first decline as people tend to either lose interest or already possess the product so that only those that have not yet would purchase it. At the end is the natural decline where the product simply cannot reach the same amount of sales it did during its maturity, as the market has finally saturated and sales start to plummet. I understand all of this is quite simple to put into words as the entire theory behind it naturally is suppose to simply visualize that a company at one point must start renewing either its product or business model to keep the product relevant on the market. If they manage to pull this off it is mainly described as a Relaunch phase for the company that would either rekindle the entire growth phase or even push it above its maturity. Many companies use this phase to either reinvent themselves, as Pepsi was quite known for when they kept rebranding their company, or simply try to recreate the product that consumers would find it relevant once again, for example the iPhone with the updated versions. All of this is nice and all to put down in theory, but what does it have to do with Marvel you ask?

Three-Phase-Modell

Anyone else realize that at this point Kevin Feige has been describing Thanos, the big purple guy teased at the end of Avengers, to be the final boss for the Avengers to face in the third film? Most film franchises either end with the third or have a hard time picking up the pace after the release of a fourth film, if one would look at Pirates of the Caribbean. Moreover, every phase for Marvel Studios lasts around three years all together so that they will at least last for around nine full years until the climatic third entry. Sometimes they have mentioned that they want the franchise to be similar to James Bond, which has had a plethora of success with many movies featuring different actors taking over the lead rule. Feige has mentioned this would be possible with Tony Stark even though he has signed a contract for two more Avengers movies at this point.
What am I getting at? Simple, Marvel Studios is aware that it is already quite a busy venture to keep up two films quote per year with everything slowly building up towards a climatic cross over. The scary thought is while people do enjoy the films at large some are proclaiming they are dipping in quality. Not including the Mandarin twist some say that Marvel has lost their way by trying to hard to tie everything in together put at the very same time leaving some strange plot holes a shared universe sometimes can come with. Some might even say that the franchises may have reached its peak with the Avengers film and now is stuck in a sharp decline. While I do not share this sentiment I do have a feeling we might see some rather big changes coming in our direction in the near future.
Looking back at the business model we have to consider that currently almost every actor has at least a minimum of three solo films and two Avengers films in their contract. Even if the third Avengers film comes around they would require a renewal of their contracts up to that point and from the standpoint now that is another five years away. While I have stated before this business model is quite a risky endeavor for all participants it has paid off creating their own family. With some actors making cameos across the film sand even television shows tells us more about how the work together with the company and how much of a family they have become, maybe also a symbol of the influence from Disney after purchasing the Marvel company a while back.

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I consider Phase 1 to be a combination of growth and introduction stage as the idea was first shown to us through the little after-credit scene featuring Nick Fury and had expanded rapidly up to the Avengers. Why do I not consider it to be the maturity stage yet? Consider how much money the other films have made up to this point, some of them managed to double their production budget while Iron Man was the one with the most exponential growth. Avengers were a tipping point and pushed Iron Man 3 and Thor – The Dark World further than the films that came before. While not every film joins the billion-dollar club they do not require doing so. The films have a lot of work and heart put into them and they are making not only their money back but also are proving quite profitable. Marvel Studios also is taking some risks by introducing new franchises into the mix that are considerable quite risky, with Guardians of the Galaxy being the most notable followed by Ant-Man.
The company is aware that sticking too much to the formula would mean their downfall by the end of Phase 3 and have even turned their “safe” investments into a considerable risk, if you look at the twist with the Mandarin. While I do understand that the people believe one of their favorite characters was butchered it is still an interesting thing to see. Marvel tries to stick and twist the formula as much as possible with not even one hero having to go through the classic secret identity storyline. They are implementing measures to prove their relevance in the market and are in term extending their life expectancy as long as possible. I do believe we will see this films for quite a while beyond Phase 3, but I do see one little detail changing dramatically.
Starting with Phase 4 we might not see our classic actors in the roles anymore. I am sure someone else to keep the character alive might replace Robert Downey Jr., who made Iron Man the character he is today, and while I do wish we could simply clone RDJ we must accept the fact that this is a natural progression. While the characters are timeless the actors sadly aren’t and at one point they probably wish to explore new territory outside of this franchise. Actually, Marvel Studios still allows them some breathing room to appear in other films, with Chris Evans filming Snowpiercer and A Many Splintered Thing between each film. They aren’t forcing them to fully commit to the entire MCU but understand that they also have to count on other franchises to take over with rumors surrounding a Doctor Strange film to appear in Phase 3. They will try to keep these characters alive but have to make a sacrifice to do so, which is in this sense the Relaunch phase for Marvel Studios.

Conclusion

Marvel Studios isn’t heading into anything without ensuring at least an option for sustainability. Comic book movies have been reaching their peak over the last few years and who knows what will come in the future. Still, we must learn that there is the possibility that the market may become oversaturated. With all the companies trying to recreate the formula it certainly would seem as if a storm is brewing within the industry and we can only wait to see what happens at this point. Will the MCU end with Phase 3? Hopefully not and it is our responsibility to keep them alive so that they may live on longer. Our biggest issue is that with all the high quality films we have received that it is difficult to surprise us as much as we were before Avengers or The Dark Knight hit the theater. Is it a question of quality control or our responsibility as the target audience to fight for what we love? All a question of perspective I guess.

Hey, missed out on my poster analysis for V for Vendetta? Than keep up to my work by liking me on HERE!!

So, what do you think? Discuss below!

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Alphadog
Alphadog - 11/20/2013, 12:17 PM
I still say that we'll at least see a Phase 4, though the quality and the sucess might decrease a lot. I also think Phase 3 will be the longest yet which actually might increase the chances of Phase 4 failling.
jTiso
jTiso - 11/20/2013, 12:40 PM
They need to adopt the comics formula -- You have many different types of Superhero comics like, mystery, action, drama, and comedy. Sooner or later we will get bored with the whole: Introduce Bad Guy, comedy Ensues, bad guy does something bad, and our hero saves the heroine and beats bad guy.

The model above is getting stale very quickly. Look at Hawkeye's solo series, he's a superhero that is dealing with non-superhero stuff for the most part. People love the book and don't seem to have a problem that it isn't constantly BAM! ZOOM! POW! OW!

I hope they take this direction sooner than later. Capt. America 2 looks like it could have a hint of this happening, A Superhero Movie but has a sub-genre as the focus.
JoeMomma29
JoeMomma29 - 11/20/2013, 12:44 PM
Awesome write up!!!!! This is so true on movie genres run their course. For instance there were movies in 70's based on man made structures where people were in danger like Poseidon Adventure, The Towering Inferno, and Earthquake.

Then there were Disaster's movies like Armageddon, Deep Impact, etc.....

Fanboys can get angry but CBMs will reach a peak at one point or another.
CorndogBurglar
CorndogBurglar - 11/20/2013, 12:44 PM
Marvel will continue making current films until they no longer make them money.

They have already said, more than once, that they don't want to reboot anything when an actor drops out.

CorndogBurglar
CorndogBurglar - 11/20/2013, 12:50 PM
and honestly, they SHOULDN'T reboot anything.

The whole reason of the MCU was to make a cinematic universe that felt like the comics.

If you reboot and start over after every 3 films or phases, then you never get a sense of stability or progression.

So what if the actors look different, or do a different take on the characters? Its just like the comics and having different artists and writers constantly changing on any given book. It gives a new look and feel to the characters, and even offers a possibly different take on the characters without retconning everything that came before.

I would think most comic fans would want that.
CorndogBurglar
CorndogBurglar - 11/20/2013, 12:50 PM
Good article, by the way :)
JoeMomma29
JoeMomma29 - 11/20/2013, 12:55 PM
@ CorndogBurglar

Dude I love your screen name!
CorndogBurglar
CorndogBurglar - 11/20/2013, 1:00 PM
@ JoeMomma

haha, thanks man
TheArchivist
TheArchivist - 11/20/2013, 1:01 PM
I also believe they shouldn't reboot the MCU as it would destroy what made it so great. With the three phases I was simply relating to a common product life cycle used for any day products. I tried to make a connection between the two but as mentioned these movies are quite strong due to their quality. Every product has a specific life to it until (as I mentioned) has to be Relaunched, but that does not require to be a reboot, but could be as some have mentioned simply changing the ways stories are told
CorndogBurglar
CorndogBurglar - 11/20/2013, 1:13 PM
@ thearchivist

Absolutely! After the Thanos Saga of phases, phase 4 could be done in a completely different way, without forgetting the previous story. Just evolve the characters some more.

We're on the same page, bud. I'm with you on this.
afarewellchase
afarewellchase - 11/20/2013, 1:15 PM
I really think they know what they are doing. Once the super hero fad dies down I'm sure they have other titles that in the same genre that they will be able to draw on while still throwing in a couple super hero ideas. I think they are looking at the studio as a way to break into the movie industry in general. Think about it, they start with these titles that they already have the rights to so they don't have to buy the scripts and stuff from another company. If they are successful they can then invest in other scripts that are not Marvel Comics scripts. The comics are just a jumping off point where they can save money on one part of the production in order to gain credibility before they start putting out movies that are not comic related. If they are successful for that nine year period, then the banks are gonna be able to let them take a little more risk, i.e. non comic related stuff.
CorndogBurglar
CorndogBurglar - 11/20/2013, 1:19 PM
@ nibs

you make a good point! No one can really tell when they've reached the peak until the decline happens. Until then, no one can tell what it will do for sure.
Wolf38
Wolf38 - 11/20/2013, 1:20 PM
I think that with the current technology of cinema, CBMs are just about to their maximum. They will continue being made, but are no longer a novelty or limited by visual constraints. Now, it's just about the stories...until something beyond 3D changes the game.

It's natural for Marvel's original Avengers lineup to run their course and peak with the end of Phase 3. I hope that they keep the. Continuity going beyond that with other characters, though. Fox is at a similar point even sooner, with Days of Future Past.

WB/DC on the other hand of course, appears to be just firing up.
TheArchivist
TheArchivist - 11/20/2013, 1:28 PM
@nibs You really make a valid point. True, the film industry is quite a volatile one, which is remarkable at that with it hard to ever say in what direction it might go. As I am currently studying Marketing i wanted to take that what I have learned and see if it is possible to make connections with the film industry. I am still inexperienced with it, so it was more a theoretical approach on my part

They are certainly trying to build up more characters with Doctor Strange, Ms. Marvel, etc. all in production
AverageDrafter
AverageDrafter - 11/20/2013, 1:29 PM
I think Marvel has help ensure the viability of CBM past Phase 3 by evolving different areas of comics - Street Level, Cosmic, Spy, WWII, Superhero, Modern Warfare, with Heist, Magic, and Jungle Adventure and more coming.

LeonNova
LeonNova - 11/20/2013, 1:44 PM
Very well-written article, I do think the MCU will have some lasting power however. Assuming Avengers 3 comes out in 2018, Evans and Hemsworth would be 37 and 35. That's still younger than RDJ was in the first Iron Man. So those 2 could play in Thor and Captain America films through a Phase 6 if it actually got to that. Ruffalo isn't as young, but he has a 6-film contract to play The Hulk, so that would mean 3 solo films, which would last through to Phase 5 or 6 depending on when they finally make The Incredible Hulk 2. That's plenty of films still even if they didn't make an Iron Man 4, and while I feel no one will play Tony as well as RDJ, I would give whoever they recast a chance if they felt there are more Iron Man stories to tell. And besides the main 4 heroes, there also is still the possibility of a Hawkeye and/or Black Widow movie down the line. I'm going to use GOTG and Ant-Man to guage how some of their other properties might fare, but assuming that those movies succeed, then that's two other franchises right there. Then we're more than likely getting Doctor Strange, Black Panther, Ms. Marvel, and The Inhumans at some point. If Quicksilver and Scarlett Witch are reacted to positively by audiences we may get a movie featuring them honestly. If the Netflix shows are successful then those characters might get films as well. They also have Blade, The Punisher, and Ghost Rider back as well. Moon Knight and Cloak & Dagger could possibly be explored eventually as well. It could get to the point where we start getting multiple team films. The Avengers, The New Avengers, The Defenders, and Marvel Knights. With rotating casts and new heroes being introduced.
BigMikeReviews
BigMikeReviews - 11/20/2013, 2:01 PM
Not to sound like a troll but Phase 2 sucks so far, ever since the move to Disney, Marvel movies have favored cheap gags over anything else. Keeping things light and stupid has kept the genre back from acheiving real critical success.
WruceBayne
WruceBayne - 11/20/2013, 2:08 PM
These movie company's are all about making money. And Marvel movies are BIG money for Disney, so I think they'll keep pumping them out as long as the money is right.
RRA
RRA - 11/20/2013, 2:27 PM
My only qualm with the editorial itself is saying IM3 is part of Marvel "losing their way." Umm, its 79% at RT. What is the RT score for IRON MAN 2? 73%. Since when is improving considered a "decline"? Just a minor quabble.

Last year, the nerds were laughing like idiots at Hulk slamming Loki into the floor. Now they say Marvel is too jokey. (Let's not even bring up IRON MAN.)

I'm afraid criticism isn't valid as much as collective fanboy revisionism, which will be shaken if say TWS is as awesome as people seem to think it will be. Or if GOTG is the homerun some of us think it could be. Or if AVENGERS 2 is awesome.

Let's put it this way. Remember how everybody loved Nolan's Batman films? Then you get MAN OF STEEL which was more or less made on that same filmatic blueprint...and fanboys said it was "too serious!"

Anyway if ANT-MAN and GOTG work fans seem to hope that they do, then Marvel will have had brilliant foresight to shake up the formula so the speak right when people have started blasting the formula.

Here's the bad news. They won't be the serious dramas that some of you wish for. Sorry!
eyesore
eyesore - 11/20/2013, 2:27 PM

As far as keeping to a formula and staying on a path for long term success, TV shows have been doing that for years. 6 or 7 seasons/years is a good run for any TV show. Most of what you see on TV and in movies has been done before. As long as Marvel/DC don't rehash old material ie; jokes or similar story lines people will keep coming. Their shared universe, characters and individual stories give new challenges and new ways of dealing with them not seen in TV or movies before.

I actually look forward to new actors taking on the rolls of characters we seen before and the tweeks in their stories we are all familiar with. That will also keep things fresh and exciting.
RRA
RRA - 11/20/2013, 2:28 PM
"Marvel movies have favored cheap gags over anything else. "

BigMikeReviews - and THE AVENGERS didn't? You didn't forget about "Capsicle," right?

NovaCorpsFan
NovaCorpsFan - 11/20/2013, 2:31 PM
Guardians will be more of a sci fi than super hero, so maybe we will get the whole sub-genre. Dr. Strange is another example.
TheArchivist
TheArchivist - 11/20/2013, 2:33 PM
@RRA: I never meant it to be a critical or financial way down, I actually love the film myself, I was talking about the way it was received by the audience. People sometimes still tend to think of it as bad due to the twist in the movie. I actually like the jokey side of it, makes the films enjoyable while also some interesting drama thrown in for good measure.

I think Marvel has some great concepts, considering the variety we already have: Thor 1 was a more fish-out-of-water story, Thor 2 was a fantasy-scifi film. Captain america 1 was a period piece while its sequel will be a political thriller in modern time. It is interesting seeing them already take a character and putting him in different situatiosn to allow him to be part of a new sub genre in film

Marvel Studios will exist for quite some time, hopefully forever, but there will be some darker times ahead for the company to face through which they will have to reenergize their product in this sense. I have all trust in Kevin Feige that he will make some interesting decisions in the future, simply considering Ant-Man and Guardians of the Galaxy, which already proves they are more than ready to take on a few risks here and there
SimyJo
SimyJo - 11/20/2013, 2:38 PM
In time Marvel should bring back and do a live-action Spectacular Spiderman TV series with 3 - to - 6 part episode villain arcs from Spidey's great villain nemesis portfolio.
eyesore
eyesore - 11/20/2013, 2:42 PM
From the late '70s Superman to the '90s Batman and into where we are now. Superhero movies have only gotten better and made more and more money. When little kids these days see these movies as grown ups they will seem as old and dated as the original Star Wars does to most of us. Some of those kids will become the future Joss Wheadon's and Kevin Feige's and keep these stories alive. There will be ebbs and flows with popularity but they will never go away.
Demongod20
Demongod20 - 11/20/2013, 2:47 PM

They (every studio that makes comic book movie) needs to stop making comic book movies with simplistic stories, plots, and characters. Right now it is like there's a basic formula to make a comic book movie. The reason the Dark Knight and The Avengers did so well because they where different from most Superhero movies. The Avengers wasn't about stopping the bad guy. It was about a group of individual super hero dealing with each other and overcoming their personal issues in order to work together. The Dark Knight was movie about a Psychopath conducting Social experiments on unsuspecting participants.
TheFox
TheFox - 11/20/2013, 2:51 PM
I kind of hope that the MCU ends with Phase 3.

There's no denying that the Marvel Studios films have been almost uniformly amazing, raising the bar for superhero entertainment in a lot of ways... but two superhero movies a year just from them is kinda insane. All that kind of an output is going to accomplish is wearing out the fanbase until superhero films become marginalized again-- not for being fringe properties, like before, but for being crass and overdone.

Marvel Studios tapped into something spectacular when they brought us Iron Man, and they've mined it to within an inch of its life as it is. But a good storyteller knows when to stop-- and I really can't see a point to going on once the Avengers (and probably the Guardians of the Galaxy and Dr. Strange) team up to stop Thanos from murdering everything in the universe. How do you top that? Where do you go from there?

Avengers 3 seems like it would be a logical conclusion point to the Marvel Cinematic Universe. Anything after that steps over the line from daring and innovative to blatantly exploitative. And if DC is actually serious about getting their OWN cinematic universe off the ground anytime soon, people are going to get REALLY sick of superheroes, REALLY fast. So best to step aside gracefully, I think... and maybe come back after a few years to start a new wave when the demand returns!

(Besides, if the MCU ends up as a limited thing with only three phases... can you freaking IMAGINE the mammoth Blu-Ray box set they'd release when the final film is done?!? MAN, that would be awesome! Assuming, of course, that Blu-Rays [or any kind of physical media] still exist by then...)

Z
RRA
RRA - 11/20/2013, 2:52 PM
"I actually love the film myself, I was talking about the way it was received by the audience.
Read more at"

Archivist - "A" Cinemascore grade, Biggest global hit of 2013 (though HUNGER GAMES 2 has a shot at taking that title away)...I dunno mate, I just think you're confusing what a couple of fanboys complaining with the wide public which seemed to liked IM3 enough. (From my impression of the few non-nerds who saw the movie in talking with them, none of them complained about the Mandarin. That was a nerd quabble.)

I'm sorry if I came off as jerky at ya because you make good points, I was only trying to point out a minor quabble. Nothing more. At least I respect somebody who brings out facts and not just cry that Mavel is too jokey or MOS was too serious or whatever crap fanboys whine about these days.

If you want to look long term with a studio and their formula/product line, look at the James Bond movies which has been made by the same core of people for over 50 years. They have their highs, their lows, their Eh OK, etc. It's like a wave.

Take Roger Moore's run. LIVE AND LET DIE did OK, MAN WITH THE GOLDEN GUN underperformed severely, SPY WHO LOVED ME did gangbusters, MOONRAKER did super gangbusters, and his subsequent movies did much less business. (For all the crap Timothy Dalton's 007 gets, LIVING DAYLIGHTS actually outgrossed several of Moore's entries.)

But regardless looking at the long picture, James Bond is still around. Marvel will be around for many years and they'll have to reboot (whether creatively or recast actors) inevitably when the times comes its believe that it's necessary.
TheFox
TheFox - 11/20/2013, 2:55 PM
Then again, if Marvel does want to keep this bandwagon rolling for as long as possible, I just hope they can manage to keep things interesting. Mix it up a bit! Try different kinds of movies with different tones and styles. Don't be afraid to make a movie that doesn't tie in to The Avengers. Have fun with it!

(... What? They're already doing that in Phase 3, specifically with Ant-Man and Dr. Strange? Well, then... Hats off to you, Marvel! Keep up the good work...)

Z
DIrishB
DIrishB - 11/20/2013, 3:10 PM
@TheArchivist

You mentioned:

"Just a few weeks ago we found out that Marvel had made quite a massive deal together with Netflix to broadcast four TV shows featuring classic characters from Hell’s Kitchen all culminating in a 13-episode Mini series called The Defenders"

Pretty sure The Defenders mini-series won't be 13 episodes.

Daredevil, Jessica Jones, Iron Fist, and Luke Cage will all be 13 episodes each, and are considered full seasons by Netflix's standards.

Therefore with the classifying The Defenders as a "mini-series", I'd expect it to be anywhere between 2-6 episodes. After all, the individual characters will have all been introduced in their own respective shows, so won't require any drawn out re-introductions. Therefore all The Defenders needs to focus on is the big bad's introduction, the team members coming together, and so on until the battle at the end. Essentially it'll be a television movie following The Avengers formula, just a smaller scale.

But yeah, I'd expect The Defenders to be between 2-4 your long episodes, not 13.
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