"And I think to myself - what a Marvel-ous world" an examination of Marvel Studios' influence and role in the franchising of contemporary superhero films

This thesis presents a framework for understanding Marvel Studios’ current domination of superhero franchising in Hollywood and the impact of this domination on the film industry as a whole. Since the turn of the millennium, superhero films have developed into one of the most reliable, and profitable, properties studios can offer in the face of shrinking film attendance. Marvel Studios has established itself as the leading producer of superhero films, culminating in the success of the Avengers (2012) as reportedly the third-highest grossing film domestically and worldwide in the history of the film industry. The aim overall is to illuminate the ground breaking impact on the contemporary film industry, both creative and monetary, of Marvel Studios and its novel approach to media franchising.