http://badassdigest.com/2013/11/04/how-marvel-studios-is-redefining-the-movie-franchise/
That's an actual narrative throughline that will connect the films by more than just crossover; there is an overarching storyline that will reach through all of the movies (interestingly only the
Iron Man movies will be outside of that overarching plot -
The Incredible Hulk as well, although I guess we're forgetting that one exists). By the time Phase Three begins the Marvel Cinematic Universe won't just be a series of movies that are sitting next to each other, occasionally rubbing elbow, they're going to be a single long franchise telling one story leading up to one conclusion in
The Avengers 3.
It's insanely ambitious, and it's all based on brand recognition. Marvel Studios is jockeying to be Pixar - the studio whose movies you go see because they come from this particular studio - but with the added layer of creating one long narrative. Imagine if all the Pixar movies weaved in and out and you'd still have a less complex situation than a studio that releases two movies a year and uses them all to create an actual chaptered narrative. Marvel Studios is truly bringing comic book storytelling to the big screen in a way that no one ever imagined possible. I do think Marvel Studios will avoid the pitfall into which comics have fallen - the intertwined narratives between comic series are so closely connected you cannot follow the story without reading all the titles - but I think they're going to get as close to that as they can. They're going to begin making all of their individual series sequels to
The Avengers movies as opposed to simply standalone concepts.
Of course every other studio sees what Marvel is doing and misunderstands it. Yes, the crossover and interwoven narrative of the Marvel Cinematic Universe is incredibly exciting and interesting and unique, but it's the characters that make it work. There's a cameo in
Thor: The Dark World that works not because of continuity or the long arc leading to
The Avengers 3 but because we like these characters; it's fun to see them pop up again. Warner Bros is creating
Batman vs Superman, a movie that has a new Batman going up against a very undefined new Superman that uses crossovermania as its launching point. They don't seem to understand that the best scene in
The Avengers isn't an action bit or a mythology moment - it's the end gag of the characters eating shawarma together. That moment defines the appeal of the Marvel Cinematic Universe more than any other - these are good, strong characters well portrayed and we like seeing them hanging out.
Batman vs Superman isn't the only thing coming from the success of Marvel's non-linear franchise strategy.
The new Star Wars movie scenario - a connected trilogy with standalone movies in between each - is one hundred percent influenced by what Marvel has done. Marvel has brought us into a post-title franchise age; the brand identity is the franchise driver, not the individual movies. You may not get every viewer of Episode VII to see Young Yoda Chronicles, but you'll get enough, just as you'll get enough people who saw The Avengers to come see each individual Marvel movie. And over time, as Marvel pulls those elements closer together, they'll grow the audience for each individual series.
More than that, this interwoven single franchise means that individual franchise entries can come more often. The old franchise model had multiple years between entries, then the
Harry Potter model upped to it an annual event.
Star Wars will be annual as well. Marvel is at two films a year now, but I wonder if by Phase Three they won't be pushing that envelope as well, releasing films quarterly. Imagine a single franchise that has four movies a year - it's something we accept, more or less, from serialized TV shows.