In the classic age-old battle of Marvel vs. DC, it appears Marvel has become the top-dog following Phase One of the Avengers collection. Marvel strives to build the Universe, leaving Easter eggs in each new movie and series they release. Marvel characters also generally follow the theme of man trying to achieve high power through science or magic, whereas DC primarily focuses on mythical beings and gods. As for aesthetics, Marvel tends to keep to the light and colorful whereas DC leans darker and graver. Personally, I find it hard to rewatch DC movies because they are so dark. I want to be enamored with the hero, not bored watching them.
With each Disney+ update, it seems like Marvel grows significantly whether it be through increased consumer engagement or by the content available to watch. Marvel is playing the long game with their strategy; they’re introducing new characters and building a backstory for each power-player. The glimpse into the hero’s lives, to see how they became what they are, is a way for the audience to identify and sympathize with the character. Growing attached to characters means fans are going to continue watching because they are invested in what happens next. Not only that, but each new release ultimately keeping the big picture alive. References are made to past stories, reviving the excitement from the original release. This is the main reason I prefer Marvel over DC, and I believe the same for many consumers.
Marvel utilizes a multi-channel strategy where they can collect user data to tailor an individualized experience for the viewer by offering recommendations on what to watch next. Not only that, once Disney can determine who is watching what, they can promote new movies and help boost ticket sales with the excitement. Additionally, Marvel has begun promoting their mobile games via advertisements on Disney+.
With Marvel continuously dominating the market, DC has tried various marketing techniques to keep up. DC has chosen to chase the individual success rather than building an integrated universe like that of the MCU. One of DC’s major flaws is the missing ‘wow’ factor from its movies. They introduced multiple characters at a time, giving little time for the audience to grow attached before taking them off screen again. When the Avengers was released, fans already held love for Ironman, Captain America, Thor, and the other heroes from watching their character-building stories. When DC released Batman vs Superman, fans went crazy over the tension between their two favorite heroes. While this venture was successful, DC failed to recognize the importance of character build-up; and ultimately decided to throw a whole team of new characters together, forming the Justice League.
The best way for DC to gain more market share would be to almost copy Marvel’s integration methods. It will not be an overnight success but building the company’s brand through content development and public relations could help DC as much as it did Marvel. Additionally, DC could introduce a tiered goal list for projects and budgets. Doing this would help dictate which story arcs are used, and make sure they’re used at the appropriate timing. Lastly, DC could benefit from not announcing movies or casts until it’s in production, or very near finished. DC has a habit of getting the audience excited for a new venture, like Henry Cavill returning to his role as Superman, only to rip the rug out from everyone’s feet. DC has limitless potential; they just need the right crew in charge.
References
Elias, B. (2017). Marketing superheroes: marketing strategy lessons from the Marvel v. DV rivalry. cglife. https://cglife.com/blog/marketing-superheroes-marketing-strategy-lessons-marvel-v-dc-rivalry/#:~:text=In%20a%20head%2Dto%2Dhead,compelling%20%E2%80%94not%20to%20mention%20profitable.
Outlaw, K. (2022, August 8). how to build a better DC movie and TV universe. Comicbook. https://comicbook.com/dc/news/how-make-dc-films-movie-universe-better-explained-why-kevin-feige/
Sherman, L. (2017, May 25). marvel: adopting a multi-channel loyalty strategy. SATOV. https://satovconsultants.com/marvel-adopting-multi-channel-loyalty-strategy/#:~:text=Through%20their%20multi%2Dchannel%20loyalty,provide%20a%20tailored%20loyalty%20experience
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