Remember That Scandal That Nearly Broke Marvel?

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Remember That Scandal That Nearly Broke Marvel?
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There was a time when Marvel's future looked quite bleak.

In 2023, Marvel reigns as an unparalleled cultural force, wielding an impact that reverberates across the vast expanse of the multiverse. However, beneath the facade of its triumphs, lies a long and turbulent saga filled with determination and perseverance.

The formative years of the Golden Age aligned with the backdrop of the Second World War, leading to a surge of patriotic themes and the emergence of fearless heroes draped in the colors of the American flag. Captain America, with his classic red, white, and blue uniform, became a symbol of bravery and tenacity during this time and captured the imagination of readers across the nation.

Unlike traditional superheroes, the characters in The Fantastic Four were flawed and relatable, resonating deeply with readers and breathing new life into the medium. Emboldened by this hit, Lee continued to introduce imperfect, charismatic characters in the years that followed. Among them were Spider-Man and Iron Man, who swiftly recaptured the attention of readers and began to shape the Marvel Universe we know today.

Because every bubble must burst, the comic book market rapidly became saturated with countless titles and variants, resulting in a decrease in quality as publishers focused on quantity. To compound the challenges, Marvel attempted to produce more memorabilia, but the market for such merchandise was rapidly shrinking. The official crash of the comic book market in 1993 dealt a lethal blow to Marvel, with sales plummeting by 70%, leaving the company burdened with substantial debt.

Even though Marvel started producing lucrative films in the late '90s and early 2000s, the profits they saw from these pre-MCU movies were minimal. When the entry title of Wesley Snipes' Blade franchise made $70 million, Marvel netted a mere $25,000. When the first two movies from Tobey Maguire's Spider-Man trilogy garnered a whopping $3 billion, Marvel brought in a modest sum of $62 million. Marvel knew they were sitting on a goldmine, but struggled to reap the full benefits.

Once they reassembled pre-sold characters, like Black Widow, The Hulk, and Iron Man, all Marvel needed was a leader for their ambitious mission. That's when they turned to devoted comic book enthusiast, Kevin Feige, and appointed him President of Production for Marvel Studios in March 2007. Feige's expertise and passion were essential in the development of the Marvel Cinematic Universe from its early stages, kicking off with Iron Man on the big screen on May 2nd, 2008.

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