I've always had a particular affinity for super-hero flicks. Spiderman was one of my first "favorite movies" outside of Disney animated films. I had read some comic books prior to the release of the film, and there was something special about watching the ink leap off the page and onto the big screen. Although I love the Nolan Batman, throughout my life, I've always been an ardent Marvel fan. There haven't been too many "duds" in the Marvel cinematic line-up, save a few, particularly those coming from 20th Century Fox. Recently, Marvel Studios has done a spectacular job under the tutelage of Joss Whedon and Disney. I think they've stuck a chord with the general public, a chord that reflects the nature of the Marvel Comics themselves. However, there is still an incomplete feeling in the total Marvel Universe, stemming from property rights.
In 2012, "The Avengers" became the 3rd highest grossing film of all time, and the highest grossing super-hero film. Although these summer blockbusters usually tend to do really well, there was something special about this film. I think the success of the film derives from the fact that this is essentially a crossover. It takes six heroes, four of whom had modern film adaptions, and pitted them against a common enemy. In each of the previous films based on only one hero, the hero struggles to save the world against a single enemy. If we assume that the badder the villain, the more action there will be, then a villain must be really really bad to warrant six super-heroes, and therefore the film will have a ton of action. In another sense, the very idea that some of a fan's favorite characters will be featured in the same movie is a big enough draw in itself.
"The Avengers" did not reinvent the wheel when it comes to crossovers. Crossovers have been a particularly good way to increase viewership in almost every medium in the past century. Successful video games such as Supersmash Bros. and Marvel vs. Capcom pit different characters in battle. Cartoons like "Scooby Doo" often featured notable celebrities and characters in episodes such as
Scooby Doo Meets Batman and
Bravo Dooby Doo. There were also numerous Flinstones and Jetsons crossovers. This trend doesn't apply only to cartoons and video games, successful television shows, geared toward adults, share characters, or feature characters from other shows for brief periods of time. There have been numerous CSI crossovers between "CSI: New York", "CSI", and "CSI: Miami". In comedy, the show "Friends" shared the character Ursula Buffay with "Mad About You".
The crossover has been an important tool throughout Marvel's history. There have been 86 official Marvel Comics crossovers to date, as well as an innumerable amount of brief, one issue cameos. Perhaps most recently and notably are Marvel's critically acclaimed Civil War comics, which pit nearly every super-hero in the Marvel Universe against each other in spectacular fashion. Featuring multiple heroes together has been at the roots of Marvel's success, success that the "The Avengers" was able to tap into.
As of right now, Marvel Studios, owned by Disney, still has control of the rights to a majority of the heroes in the Marvel canon. However, the heroes they don't own are integral parts of the the Marvel Universe. Twentieth Century Fox has the rights to the X-Men, Fantastic Four, Daredevil, and Elektra. Sony Pictures owns both Spiderman and Ghost-Rider. Lionsgate owns Punisher, and New- Line Cinema owns Blade.
Now, I'm not saying that the fact that the Marvel properties are scattered leads to inherently bad films. This wouldn't be either fair or true. Movies such as X-Men : First Class, have been spectacular. The Spiderman films, both in the early 2000's and recently, have been a consistent hit. However, they seem very one dimensional, being trapped in a microcosm of the larger Marvel Universe. I'm sure it's frustrating for the people working on the projects as well. There was recently a story about how Hugh Jackman was supposed to make a cameo in the Sam Raimi Spiderman movies as Wolverine, but was unfortunately not able to because of legal issues. That's so unfortunate because the Wolverine- Spiderman dynamic is one of the most fun in the entire Marvel Universe. There so many things that can be done with a complete set of heroes, and it's unfortunate that there are things standing in the way of creating the best product possible. The reason phase one of Marvel's plan of movies was so successful was because the creators realized that each individual story played into a larger one, and gave little nods to the fans here and there to get that point across.
So, I'm making a plea to Disney. Your buying powers are simply amazing. You flexed your muscle last year by purchasing Lucasfilm for a whopping 4.6 Billion. Bring your stranded super-heroes home. It's in your best interest. Your current model is working. It's what I want, and it's what you should want. Make the Marvel cinematic universe whole.
