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How to build a cinematic universe: the secret to Marvel’s enormous success among a history of failures

By Vincent Tran, Academic Tutor at Swinburne University of Technology, Swinburne University of Technology

Since Iron Man hit the big screen in 2008, the Marvel Cinematic Universe (MCU) has made more than US$30 billion, from films to series, to merchandise and comics. As scholars and the press have noted, key to its success is the use of a highly gripping and elaborate “shared universe”.

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