Recently, our own Phil Nugent took a look at the debut of Marvel Studios, the big-screen production arm of the comics company behind Spider-Man, the Hulk, and the Fantastic Four. While Marvel's been taking a critical beating lately with its flagship comics, losing retail ground to longtime rival DC, the opposite has been the case in the multiplex: Marvel's aggressive approach and multifaceted marketing has proven to be a success at the box office, and as a rule, Marvel's properties have outperformed DC's and brought in piles of cash for the company.
One of the reasons that Marvel became such a hit amongst comics fans in the 1960s was its 'multiverse' approach; unlike DC, which at the time told all their stories in a disconnected, separate manner, Marvel ran with the pretense that all their stories were taking place in the same world, at the same time, and pushed the idea that any one of their characters could show up in any of their titles. Fans took to the idea that all the stories were connected, that all the pieces mattered, and that what happened in one book made a difference in other books. The idea that the world of the Marvel Universe was unified and that the storytellers were actually creating pieces of a whole was so appealing that DC was forced to adopt it as an editorial policy for their own characters.
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