Marvel venom

Doing the ‘unexpected’ works wonders for Marvel Studios

When it comes to achieving success in the movie industry, it would be fair to say that Marvel Studios have hit on a winning formula.

From toys to online slots and more, Marvel’s vast array of characters have proved to be a massive money-spinner for the American production company.

However, where Marvel has really flourished is as a film franchise – a point perfectly demonstrated by a recent study conducted by Betway.

After assessing several different categories, an index was created to determine which were the most successful film franchises of all-time.

Marvel claimed third place on the list, just behind Star Wars and Spider-Man – both of which started life as a film franchise earlier than Marvel.

The series topped the standings as the highest grossing franchise, racking up a whopping £23.7 billion in takings over the past 14 years.

Star Wars and Harry Potter were next on the list, with Spider-Man and Fast and Furious rounding off a star-studded top five.

Marvel inevitably scored well with audiences, finishing third behind Lord of The Rings and Harry Potter for the average rating awarded on review site IMDb.

The Marvel franchise has also racked up a staggering collection of Oscars, Golden Globes, BAFTAs and Grammys, with its films picking up 555 awards.

Audience familiarity with the cast members has clearly played a key role in Marvel’s success since the first film was released in 2008.

Across its list of movies, 232 cast members have reprised their roles including Robert Downey Jr in the Iron Man series (2008, 2010 & 2013).

Chris Evans also starred in several movies including Captain America: The First Avenger (2011), The Avengers (2012), Avengers: Age of Ultron (2015) and Captain America: Civil War (2016).

Marvel’s success with its series of films is a lesson in how thinking outside of the box is crucial to the longevity of a film franchise.

Kevin Feige, the head of Marvel Studios, previously explained how the firm strives to find the correct balance between creating innovative films while retaining continuity.

“I’ve always believed in expanding the definition of what a Marvel Studios movie could be,” he told Variety.

“We try to keep audiences coming back in greater numbers by doing the unexpected and not simply following a pattern or formula.”

Working with directors with no previous experience of the superhero genre is a tactic that appears to have paid massive dividends for Marvel.

The firm often employs talents that have shone in independent movies across genres such as Shakespeare, horror, comedy and espionage.

This methodology gives each film a unique tone that other franchises struggle to match with their more formulaic approach.

It has also allowed them to attract actors who would probably have not previously considered starring in a superhero move.

Downey Jr is a perfect example of this in action, with his casting as Tony Stark undoubtedly an inspired decision by Jon Favreau.

This quirky approach to filmmaking has helped the Marvel movie franchise become a global phenomenon and it seems destined to maintain its popularity for many years to come.

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