The X-Men and Spiderman movies would go on to revitalize the superhero movie industry, becoming the 7th and 8th highest grossing series of all time.
Spiderman went to Sony Pictures for $7 million, shortly after a similar sale of the X-Men to 20th Century Fox. In 1999, they needed cash and thought superhero movies were a tired trope, so the sale of the movie rights to their most recognizable hero seemed reasonable. Marvel, through a plan laid out in strategic phases, has created a consistent moviegoing experience that engages their audience and ultimately improves their bottom line. DC cinematic war.ĭC has thrown tactic after tactic at the wall in the hopes that something will stick. Marketing pros often discuss the relationship between strategy and tactics, but the difference between strategic and tactical approaches is rarely shown as clearly as in the Marvel vs. Marvel overcame these challenges by gradually building an unshakeable brand, strategically deploying their assets to create astronomical ROI. In addition, Marvel’s dominance over DC on the cinematic stage comes in the face of serious challenges, including the licensing of their most popular characters. Despite being home to famed characters such as Batman and Superman, the DC Cinematic Universe has not enjoyed the same number of blockbuster hits as Marvel. This success is sharply contrasted by the stumbling efforts of their primary competitor. Marvel’s “Ant-Man,” a hero most people have probably never heard of, earned $150 million more than the first Captain America movie. Marvel’s successful results, however, have not come exclusively from their big-name characters. With nearly $11 billion in worldwide box office sales, Marvel is the most successful cinematic franchise of all time.