- 364 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
The creation of the Fantastic Four effectively launched the Marvel Comics brand in 1961. Within ten years, the introduction (or reintroduction) of characters such as Spider-Man, the Hulk, Iron Man, Captain America, and the X-Men catapulted Marvel past its primary rival, DC Comics, for domination of the comic book market. Since the 2000s, the company's iconic characters have leaped from page to screens with the creation of the Marvel Cinematic Universe, which includes everything from live-action film franchises of Iron Man and the Avengers to television and streaming media, including the critically acclaimed Netflix series Daredevil and Jessica Jones. Marvel, now owned by Disney, has clearly found the key to transmedia success.
Make Ours Marvel traces the rise of the Marvel brand and its transformation into a transmedia empire over the past fifty years. A dozen original essays range across topics such as how Marvel expanded the notion of an all-star team book with The Avengers, which provided a roadmap for the later films, to the company's attempts to create lasting female characters and readerships, to its regular endeavors to reinvigorate its brand while still maintaining the stability that fans crave. Demonstrating that the secret to Marvel's success comes from adeptly crossing media boundaries while inviting its audience to participate in creating Marvel's narrative universe, this book shows why the company and its characters will continue to influence storytelling and transmedia empire building for the foreseeable future.
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Information
Table of contents
- Cover
- Series Page
- Title Page
- Copyright
- Contents
- Acknowledgments
- Introduction. Excelsior! Or, Everything That Rises Must Converge
- 1. Reforming the āJusticeā System: Marvelās Avengers and the Transformation of the All-Star Team Book
- 2. Man Without Fear: David Mack, Daredevil, and the āBounds of Differenceā in Superhero Comics
- 3. āThis Female Fights Back!ā: A Feminist History of Marvel Comics
- 4. āShare Your Universeā: Generation, Gender, and the Future of Marvel Publishing
- 5. Breaking Brand: From NuMarvel to MarvelNOW! Marvel Comics in the Age of Media Convergence
- 6. Marvel and the Form of Motion Comics
- 7. Transmedia Storytelling in the āMarvel Cinematic Universeā and the Logics of Convergence-Era Popular Seriality
- 8. The Marvel One-Shots and Transmedia Storytelling
- 9. Spinning Webs: Constructing Authors, Genre, and Fans in the Spider-Man Film Franchise
- 10. Playing Peter Parker: Spider-Man and Superhero Film Performance
- 11. Spotting Stan: The Fun and Function of Stan Leeās Cameos in the Marvel Universe(s)
- 12. Schrƶdingerās Cape: The Quantum Seriality of the Marvel Multiverse
- Notes on Contributors
- Index