MCU: The Reign of Marvel Studios

by JoAnna Robinson

In short, after a decade of nearly unrivaled success, the Marvel logo no longer ensured the level of quality that Feige had worked so hard to establish. This violated the ethos of his longtime ally Bob Iger. Back in 2017, when Marvel was still on top of the world, Iger was asked how the franchise was able to draw in so many viewers who had no history with comic books. “That’s where the brand becomes important,” he said. “That’s why the movies we’re making are: Pixar, Disney, Marvel, Star Wars. We’re not making any movies other than those, because we believe it gives us a little bit more license to tell unique stories and introduce unique characters that maybe the audience isn’t well aware of. But the brand has become of value. There are known attributes of the storytelling and the characters and that gives us a competitive advantage.”