Could Marvel Have Done Better with Superhero Character Rights?

Marvel's success in the superhero film industry is widely recognized, but could the company have made smarter decisions with their character rights earlier on?

Challenges in the 90s and Early 2000s

Marvel and DC faced significant financial challenges in the 1990s and early 2000s, including job cuts and bankruptcy. Despite their efforts to produce movies, early attempts with characters like Blade and the original Superman movies, as well as Iron Man and The Captain America movies, resulted in mixed success. The Mask, which was based on a comic book, was outright a failure.

Struggle for Survival

Selling live-action character rights was a key strategy to stay afloat. While cartoons were still popular, they were not enough to keep the companies financially stable. Comic sales were plummeting, and the only way to boost sales was to print larger and more shocking storylines. This made the films based on these comics difficult to produce, especially with limited special effects and scriptwriters who viewed superhero stories as purely childish with irrelevant personalities.

Feasibility and Limitations in the Past

Given the technology and creative environment of the 90s and early 2000s, it would have been challenging to significantly improve the situation. There weren't enough writers or a company mentality to take substantial risks that would have changed the mold. The technology required for even animated films with the level of detail and speed of modern computer animation was not available. Writers frequently moved between companies due to poor business practices and limited creative freedom.

Impact on Fan Bases

Changing storylines or introducing new characters might have alienated existing fans even further. Today, the community is more diverse, with greater acceptance of female and minority characters. However, in the past, fan bases were more exclusive, making it harder for underrepresented groups to join the community. Even today, while there is more acceptance, female characters in superhero movies still face criticism.

Alternative Solutions in a Perfect World

1. Animated Shows
Animated shows based on complex or makeup/heavy characters could have been a viable option.
2. Well-Funded TV ShowsInterconnected TV shows well-funded can build the groundwork for the MCU.
3. Boosting Confidence in Characters and Stories
Build a strong foundation in actors and stories, using the last 30 years of iconic storylines and promoting diverse characters and writers.
4. Effective Caps with Movies
Use movies to resolve storylines, creating a base of established characters and stories.
5. Financial Security
Viral success with Disney buying Marvel, providing a financial net to allow for failed projects and more creative freedom.
6. Rebooting the MCU
The original MCU concept might have faced a shorter lifespan and required a reboot to resonate with a new audience.

Conclusion

While Marvel made progress in its character rights management, the practical challenges of the past were significant. Though alternative solutions could have been explored, they would have necessitated unprecedented changes in the industry, including the involvement of Disney and a more inclusive creative environment.