With one of the most popular film franchises of all time, Marvel Entertainment is not only a box office leader, but also a pioneer in the use of constructing worlds in storytelling. Over the last 15 years, the MCU has reimagined the Hollywood franchise blockbuster by making groundbreaking use of transmedia storytelling, in which a single plot develops systematically across several media venues. This extensive world-building has resulted in both cultural universality and massive financial gains.

The Marvel Cinematic Universe: A Digital Tapestry

Marvel’s storytelling technique reflects what Carol Vernallis describes as the “Mixing Board Aesthetic,” seamlessly integrating different media forms into a unified narrative experience.This approach resonates with Lev Manovich’s idea of digital cinema as a blend of live-action, animation, and CGI. The way the MCU weaves its narratives across both films and streaming series showcases a remarkable transmedia strategy. The Avengers films exemplify this concept beautifully, as characters from various Marvel films and series come together to tackle a problem that has been presented in their individual stories. In Avengers: Infinity War, Thor teams up with the characters from The Guardians of the Galaxy for an epic mission.

The innovative digital technologies employed by Marvel in their film production reflect the post-cinematic viewpoint articulated by theorists such as Sean Cubitt.The studio’s dependence on CGI and digital effects to craft imaginative worlds and characters marks a transition from conventional filmmaking to a more dynamic, digitally-augmented style of narrative. For example, Avengers: Endgame (2019) features action sequences powered by CGI, nostalgic references to previous films, and a narrative structure that goes beyond conventional storytelling. This method showcases a focus on visual grandeur and connections between texts, prioritising experience over traditional narrative flow. The MCU creatively explores new avenues to broaden its established universe, introducing fresh locations like Madripoor in The Falcon and the Winter Soldier, intriguing characters such as Agatha Harkness in WandaVision, and weaving interconnected plot threads like the Fall of SHIELD in Agents of SHIELD.

Digital technologies have become vital to modern filmmaking, as shown in this behind-the-scenes clip that demonstrates the significant usage of green screens and CGI.

REFERENCES–

“How Technology Has Changed the Film Industry.” Falmouth University, http://www.falmouth.ac.uk/news/how-technology-has-changed-film-industry.

The Power of Transmedia Storytelling in the Marvel Cinematic Universe. http://www.diggitmagazine.com/papers/power-transmedia-storytelling-marvel.

Sadlowska, Karolina Maria, et al. “Independent Cinema in the Digital Age: Is Digital Transformation the Only Way to Survival?” Economic and Business Review, http://www.ebrjournal.net/home/vol21/iss3/5.

View of The Marvel cinematic universe as a transmedia Narrative | AMERICANA E-journal of American Studies in Hungary. http://www.americanaejournal.hu/index.php/americanaejournal/article/view/45110/43761.

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