For years marvel had been setting up for a same universe movie that would tie their films in as a whole. Which finally happened in 2012 with the first Avengers movie. Since its release Marvel has become a huge transmedia storytelling movement to keep loyal fans engaged from movie to movie. Transmedia storytelling is using multiple forms of media such as television, film, video games, etc. to tell only one tale. Marvel has taken full advantage of transmedia storytelling in a multitude of ways like phone apps, Facebook games, comics (I know, who would have guessed Marvel would use comics, right?), and ultimately a television show. At this point The Avengers series seems like an unstoppable force.
Around the time of the release of The Avengers, Marvel launched a Facebook game and an application for both apple and android devices. Although these may not truly “expand” on the story of The Avengers as a whole, it was definitely enough to peak people’s interest before the film and increase the overwhelming anticipation.
I know from personal experience that around the time Avengers came out in 2012 Marvel had unleashed a wave of comics that were maybe 20 pages long. Like the app and game these comics did not expand on the main story but instead gave you a little short story. This tactic once again I believe was to create hype and keep people interested.
The one thing Marvel has done that I think caught everybody off guard was the release of their television show, Agents of S.H.I.E.L.D. The show revolves around a revived Phil Coulson who has assembled a team to deal with threats against Earth. This expands the universe by letting you get to know some of the intricacies of S.H.I.E.L.D., the primary “good” force in The Avengers series. The show also lets you know more about Phil Coulson, who to me has always seemed to be a bit of a mystery throughout the series.
All in all, I believe Marvel truly understands the power of transmedia storytelling and have the resources to do it. Which is why they have been a powerhouse in the film industry. Marvel also has the willingness and ability to correct a mistake, for example you could say they rebooted the Hulk to fit into The Avengers universe.
Jenkins, Henry. “Transmedia Storytelling 101.” Confessions of an AcaFan. N.p., 22 Mar. 2007. Web. 1 Mar. 2014.
“The Avengers(2012 film).” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 2 Mar. 2014. Web. 2 Mar. 2014.
“Agents of S.H.I.E.L.D.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 1 Mar. 2014. Web. 2 Mar. 2014.
Woodroofe, Sophie. “Marketing Lessons From Marvel’s The Avengers.” Sparksheet. N.p., 11 2012. Web. 1 Mar. 2014.