Marvel Cinematic Universe

 
The Marvel Cinematic Universe (MCU) is an American media franchise and shared universe centered on a series of superhero films, independently produced by Marvel Studios and based on characters that appear in American comic books published by Marvel Comics. The franchise includes comic books, short films, television series, and digital series. The shared universe, much like the original Marvel Universe in comic books, was established by crossing over common plot elements, settings, cast, and characters.
The first MCU film is "Iron Man" (2008), which began the films of culminating in the crossover film "The Avengers" (2012). began with "Iron Man 3" (2013) and concluded with "Ant-Man" (2015). began with ' (2016) and concluded with ' (2019). The first three phases in the franchise are collectively known as "The Infinity Saga". The films of will begin with "Black Widow" (2021).
Marvel Television expanded the universe to network television with "Agents of S.H.I.E.L.D." on ABC in 2013, followed by streaming television with "Daredevil" on Netflix in 2015 and "Runaways" on Hulu in 2017, and cable television with "Cloak & Dagger" on Freeform in 2018. Marvel Television produced the digital series "". Marvel Studios themselves expanded to streaming with Disney+, starting with "WandaVision" in 2021 as the beginning of Phase Four. Soundtrack albums have been released for all the films and many of the television series, as well as compilation albums containing existing music heard in the films. The MCU includes tie-in comics published by Marvel Comics, while Marvel Studios has produced a series of direct-to-video short films, called Marvel One-Shots, and a viral marketing campaign for its films and the universe with the faux news program "WHIH Newsfront".
The franchise has been commercially successful and has generally received a positive critical response. It has inspired other film and television studios with comic book character adaptation rights to attempt to create similar shared universes. The MCU has been the focus of other media, outside of the shared universe, including attractions at various Walt Disney Parks and Resorts, an attraction at Discovery Times Square, a Queensland Gallery of Modern Art exhibit, two television specials, guidebooks for each film, multiple tie-in video games, and commercials.
Development.
Films.
By 2005, Marvel Entertainment had begun planning to produce its own films independently and distribute them through Paramount Pictures. Previously, Marvel had co-produced several superhero films with Columbia Pictures, New Line Cinema and others, including a seven-year development deal with 20th Century Fox. Marvel made relatively little profit from its licensing deals with other studios and wanted to get more money out of its films while maintaining artistic control of the projects and distribution. Avi Arad, head of Marvel's film division, was pleased with Sam Raimi's Spider-Man films at Sony Pictures, but was less pleased with others. As a result, Arad decided to form Marvel Studios, Hollywood's first major independent film studio since DreamWorks.
Kevin Feige, Arad's second-in-command, realized that unlike Spider-Man and the X-Men, whose film rights were licensed to Sony and Fox, respectively, Marvel still owned the rights to the core members of the Avengers. Feige, a self-described "fanboy", envisioned creating a shared universe, just as creators Stan Lee and Jack Kirby had done with their comic books in the early 1960s. To raise capital, the studio secured funding from a seven-year, $525 million revolving credit facility with Merrill Lynch. Marvel's plan was to release individual films for their main characters and then merge them in a crossover film. Arad, who doubted the strategy yet insisted that it was his reputation that helped secure the initial financing, resigned the following year.
In 2007, at 33 years old, Feige was named studio chief. In order to preserve its artistic integrity, Marvel Studios formed a creative committee of six people familiar with its comic book lore: Feige, Marvel Studios co-president Louis D'Esposito, Marvel Comics' president of publishing Dan Buckley, Marvel's chief creative officer Joe Quesada, writer Brian Michael Bendis, and Marvel Entertainment president Alan Fine, who oversaw the committee. Feige initially referred to the shared narrative continuity of these films as the "Marvel Cinema Universe", but later used the term "Marvel Cinematic Universe". Since the franchise expanded to other media, this phrase has been used by some to refer to the feature films only. Marvel designated the Marvel Cinematic Universe as Earth-199999 within the continuity of the company's comic multiverse, a collection of fictional alternate universes.
In October 2014, Marvel Studios held a press event to announce the titles of their films. By September 2015, after Marvel Studios was integrated into Walt Disney Studios with Feige reporting to Walt Disney Studios chairman Alan Horn instead of Marvel Entertainment CEO Isaac Perlmutter, the studios' creative committee had "nominal" input on the films moving forward, though they continued to consult on Marvel Television productions, which remained under Perlmutter's control. All key film decisions going forward were to be made by Feige, D'Esposito and Victoria Alonso. Feige mentioned that "" (2019) would provide "a definitive end" to the films and storylines preceding it, with the franchise having "two distinct periods. Everything before ["Endgame"] and everything after".
In December 2017, The Walt Disney Company agreed to acquire assets from 21st Century Fox, including 20th Century Fox. The transaction officially closed on March 19, 2019. The acquisition saw the return of the film rights of Deadpool, the X-Men characters, and the Fantastic Four characters to Marvel Studios, which would "create richer, more complex worlds of inter-related characters and stories". In July 2019, Feige announced the slate at San Diego Comic-Con, consisting of films and television event series on Disney+. In December 2020, at Disney's Investor Day, Marvel Studios provided updates to previously announced films and series, and announced additional Disney+ series and a special, which were confirmed to be part of Phase Four. Some of the first elements previously controlled by 20th Century Fox to be integrated into the MCU were the organization S.W.O.R.D. in the Disney+ series "WandaVision" and the fictional country Madripoor in the series "The Falcon and the Winter Soldier".
Television.
Marvel Television.
In June 2010, Marvel Television was launched with Jeph Loeb as head. By July 2012, Marvel Television had entered into discussions with ABC to create a show set in the MCU; the network ultimately created the series "Agents of S.H.I.E.L.D.", "Agent Carter", and "Inhumans", which was a co-production with IMAX Corporation. In November 2013, Disney was set to provide Netflix with the live-action series "Daredevil", "Jessica Jones", "Luke Cage", and "Iron Fist", leading up to the miniseries "The Defenders". In April 2016, Netflix ordered "The Punisher", a spin-off from "Daredevil". By February 2019, Netflix had cancelled all of their Marvel series. In January 2021, Feige said "never say never" to potentially reviving the series, but noted Marvel Studios was focused on their new Disney+ series announced at that time. In April 2016, the Disney-owned cable network Freeform announced "Cloak & Dagger". In May 2017, Marvel announced that "Runaways" had received a series order from Hulu. In May 2019, Marvel announced that "Helstrom" had been greenlit for Hulu.
In October 2019, further corporate restructuring saw Feige named Chief Creative Officer of Marvel Entertainment, with Marvel Television becoming part of Marvel Studios and executives of Marvel Television reporting to Feige. However, in December 2019, Marvel Television was folded into Marvel Studios, with Marvel Studios taking over production of the current series at the time; no further series from Marvel Television were being considered for development.
Disney+.
By November 2017, Disney was looking to develop a new Marvel television series for their streaming service Disney+. In July 2018, Feige noted discussions had begun with Disney regarding any potential involvement Marvel Studios could have with the streaming service, since Feige felt the service was "an important thing for the company". In September 2018, it was reported that Marvel Studios was developing several limited series centered on "second-tier" characters from the MCU films who had not and were unlikely to star in their own films. Each series was expected to be six to eight episodes, and would be produced by Marvel Studios rather than Marvel Television, with Feige taking a "hands-on role" in each series' development. Feige noted the series being developed for the streaming service would "tell stories... that we wouldn't be able to tell in a theatrical experience – a longer-form narrative". He also added that being asked by Disney to create these series "energized everyone creatively" within Marvel Studios, since they "could play in a new medium and throw the rules out the window in terms of structure and format".
In July 2019, Feige announced event series as part of the Phase Four slate at San Diego Comic-Con. Three additional Disney+ series for the phase were announced at D23 the following month, with four more series announced in December 2020.
Other media.
In 2008, the first tie-in comic was released. Quesada noted the comics would be set within the continuity of the films, but where not intended to be direct adaptions. Rather, they would explore "something that happened off screen" or flesh out something briefly mentioned. Feige was involved with the creation of the comics, with the film's screenwriters sometimes as well. Marvel Comics worked with Brad Winderbaum, Jeremy Latcham, and Will Corona Pilgrim at Marvel Studios to decide which concepts should be carried over from the Marvel Comics Universe to the Marvel Cinematic Universe, what to show in the tie-in comics, and what to leave for the films. Marvel has clarified which of the tie-in comics are considered canonical MCU stories, with the rest merely inspired by the MCU, "where we get to show off all the characters from the film in costume and in comic form".
In August 2011, Marvel announced a series of direct-to-video short films called Marvel One-Shots, the name derived from the label used by Marvel Comics for their one-shot comics. Co-producer Brad Winderbaum called the short films "a fun way to experiment with new characters and ideas" and to expand the MCU. Each short film is designed to be a self-contained story that provides more backstory for characters or events introduced in the films.
In March 2015, Marvel's Vice President of Animation Development and Production, Cort Lane, stated that animated tie-ins to the MCU were "in the works". That July, Marvel Studios partnered with Google to produce the faux news program "WHIH Newsfront with Christine Everhart", a series of in-universe YouTube videos serving as the center of a viral marketing campaign to promote the films and universe. In December 2016, a six-part web series, ', was revealed, which debuted on ABC.com on December 13, 2016. It follows Elena "Yo-Yo" Rodriguez on a secret mission, shortly before the start of "Agents of S.H.I.E.L.D."s fourth season, with Natalia Cordova-Buckley reprising her role. In September 2019, Sony created a real version of the fictional TheDailyBugle.net website as part of a viral marketing campaign to promote the home media release of ' (2019). Inspired by real-world "conspiracy-pushing" websites such as that of Alex Jones, the website features J. K. Simmons reprising his role as J. Jonah Jameson in a video where he speaks out against Spider-Man before asking viewers to "like and subscribe". In December 2020, Marvel Studios announced "I Am Groot", a series of animated shorts starring Baby Groot for Disney+.
Business practices.
Marvel Studios developed specific business practices to create its shared universe, including choosing filmmakers that were considered "out-of-left-field", given their previous work. Feige remarked, "You don't have to have directed a big, giant visual-effects movie to do a big, giant visual-effects movie for us. You just have to have done something singularly sort of awesome," adding "It's worked out well for us when we've taken people [such as Jon Favreau, Joss Whedon, Kenneth Branagh, and the Russo brothers,] that have done very, very good things. Very rarely are one of those good things a big giant blockbuster superhero movie." The studio looks for filmmakers to hire who are able to guide a film. When hiring directors, the studio usually has "a kernel of an idea of what we want", which is presented to potential directors over the course of several meetings to discuss and further expand. "And if over the course of three or four or five meetings they make it way better than what we initially were spewing to them, they usually get the job", according to Feige. Later expanding on this process, Feige explained that before talking to any directors on a film, Marvel Studios often puts together a "lookbook" of influences from the comics and art by Marvel's visual development department, to create a visual template for the film. These are put together at company retreats, which the studio holds every "18 months or so" to plan out and develop the phases of the MCU. These lookbooks are not always shown to directors, though, with Marvel sometimes preferring to let the director offer their own ideas first.
Scott Derrickson did not see a lookbook for "Doctor Strange", instead putting together his own presentation, with concept art and storyboards by himself and professionals he hired, to sell himself and his vision of the film to Marvel. In contrast, Marvel shared several different ideas for what "Thor: Ragnarok" could be with prospective filmmakers, who then went away and developed what they thought the film should be from that. Taika Waititi created a sizzle reel using clips from other films to present his vision based on Marvel's ideas, a practice that Marvel discourages as they "oftentimes can be really terrible". However, Marvel thought Waititi's was "amazing". Derrickson and Waititi were both eventually hired for the films. For "Captain America: The Winter Soldier", Joe and Anthony Russo met with the studio four times over two months before they were hired, during which they "kept getting more and more specific about what our vision was", putting together "reference videos, storyboards, script pages, you name it. We did like a 30-page book that had everything that we'd do with the character, from the theme of the movie to the tone of the film to the fighting style to what we liked about the character and what we didn't like". This meant that by the time they were hired they had already "figured the movie out".
When the studio hired Kenneth Branagh and Joe Johnston to direct "Thor" and "Captain America: The First Avenger", respectively, it made sure both directors were open to the idea of a shared universe and including "Avengers" set-up scenes in their films. Joe Russo stated, "That's the exciting component of [incorporating references to the larger universe]. 'What can we set up for the future?' You're constantly pitching out ideas that not only affect your movie, but may have a ripple effect that affects other films ... It's a weird sort of tapestry of writers and directors working together to create this universe that's sort of organic." Anthony added, "The great thing about the Marvel [Cinematic Universe], just like the publishing [arm], it's a very vast, inter-connected universe, where characters will have their rise and fall, so to speak, and hand off to other characters. As the cinematic universe moves forward, you may start to see the cinematic universe adopt that same pattern, as the publishing has, where there's closure with some characters and new beginnings with other characters." He added that, for directors to "fit" in at Marvel, they must understand how to "take a larger story and wrangle it into a moment", yet keep it connected.
On allowing directors and writers to work within Marvel's shared universe concept, Joe Russo said that Feige has "big pieces that he knows he wants to build towards, but the way that you get there is open to interpretation and improv a little bit". For the Russos in "The Winter Soldier", they had to deal with the idea of S.H.I.E.L.D. being infiltrated by Hydra, with Joe saying, "how we get there is all up to us. And I think why Marvel has been so successful is because it's been such a clear plan, that everything is interconnected and they're building emotional capital with each movie that you can then trade off of in the next film." Joe later elaborated that once each film's creative team "come up with conceptually what we want to do" for a film, then we will ask questions about whether this would interfere with a storyline in another movie. Or, what's going on in that film, can we pull some of that into this film? That's where you start looking for the interconnectedness, but it's very important early on that the concept be created in a bubble because you have to protect the idea, it has to be driven by storytelling. Kevin's ... always in the mindset of "let's just make this movie now and worry about the next movie when it comes."
Loeb explained that Marvel Television sees "ourselves as producers who are working to support the vision of our showrunner. But we're involved in every aspect of the production—whether it's being in the writers' room, editing on set, casting—every step of the production goes through the Marvel team to tell the best story that we can." He added that the studio is able to work on so many series across different networks and platforms because "it just requires that we make sure that there's always someone from Marvel there to help guide the process."
Marvel Studios also began contracting their actors for multiple films, including signing actor Samuel L. Jackson to a then "unprecedented" nine-movie contract. In July 2014, Feige said that the studio has all actors sign contracts for multiples films, with the norm being for 3 or more, and the 9 or 12 film deals "more rare". Actor's contracts also feature clauses that allows Marvel to use up to three minutes of an actor's performance from one film for another, which Marvel describes as "bridging material". At Marvel Television, actors such as Charlie Cox (Matt Murdock / Daredevil in "Daredevil") and Adrianne Palicki (Bobbi Morse / Mockingbird in "Agents of S.H.I.E.L.D.") are contractually obliged to appear in a Marvel film if asked. In May 2015, after starring as Claire Temple in the first season of "Daredevil", Rosario Dawson signed with Marvel to return for the second season of the series as part of an "exclusive TV deal" that also allows her to appear in any other Marvel Netflix series. Dawson's character has been featured as well in all the other Netflix shows, except "The Punisher", linking them together similarly to Jackson's Nick Fury in the films. Dawson explained that she signs on with Marvel for a year at a time, for a certain number of episodes, and finds out which series the episodes are for closer to the time of filming.
In August 2012, Marvel signed Joss Whedon to an exclusive contract through June 2015 for film and television. With the deal, Whedon would "contribute creatively" on Phase Two of the MCU and develop the first television series set in the universe. In March 2013, Whedon expanded on his consulting responsibilities, saying, "I understand what Kevin [Feige] is going for and where he's heading, and I read the scripts and watch cuts and talk to the directors and writers and give my opinion. Occasionally there could be some writing. But I'm not trying to get in anybody's soup, I'm just trying to be helpful." Whedon later elaborated that "Since the story has already been approved and everybody knows what we're doing with "Avengers 2", we can really lay it out. It's not like anyone's saying "well I don't know, what if I need that?" It's like "doing this is troublesome for us, whereas doing this will actually help us." ... You want to honor the events of the last movie but you don't want to be beholden to them, because some people will see "Avengers[: Age of Ultron]" who did not see any of the movies in between or even "Avengers 1"." He also found working in television and script doctoring to be "great training ground[s] for dealing with this ... because you're given a bunch of pieces and told to make them fit—even if they don't."
For the Russo brothers and writers Christopher Markus and Stephen McFeely working on "Avengers: Infinity War" and Phase Three, they saw "a through line from "Winter Soldier", through "Civil War", right to "Infinity War"", with films like "Doctor Strange" and "Thor: Ragnarok" laying groundwork for the "culmination" in "Infinity War". Subsequently, they talked "to the directors and writers of the other Phase 3 movies on an almost weekly basis, to make sure everything lines up right". Peyton Reed, director of "Ant-Man" and "Ant-Man and the Wasp", felt the relationship and collaboration between the Phase Three directors was "probably the closest thing that this generation will have to a '30s- or '40s-era studio system where you are all on the lot and you are all working on different things." Similarly, when developing the crossover miniseries "The Defenders", showrunner Marco Ramirez consulted with the creators of all the individual Marvel Netflix series, having them read each of the scripts for "The Defenders" and provide insight into the individual character's world.
In April 2017, along with his announcement that he was returning to write and direct "Guardians of the Galaxy Vol. 3" (2023), James Gunn revealed he would be working with Marvel "to help design where these stories go, and make sure the future of the Marvel Cosmic Universe is as special and authentic and magical as what we have created so far". However, in July 2018, Disney and Marvel severed ties with Gunn following controversy surrounding several old jokes Gunn had made. By that October, Disney and Marvel Studios reversed course and rehired Gunn as director of the film, which was announced in March 2019.
By December 2020, because of the impact COVID-19 had on theaters and film studios shifting away from theatrical releases, Marvel Studios began exploring updated contracts for actors, writers, directors, and producers to receive adjusted compensation in the event a film had to debut on Disney+ instead of in theaters. "TheWrap" reported it was believed the new contracts would only apply to films about to enter production, and was unclear if any adjustments would be made to contracts for films already completed but not yet released. In February 2021, as part of Ryan Coogler's television deal between Walt Disney Television and his production company Proximity Media, he would work alongside Marvel Studios on select Disney+ series.
Feature films.
The Infinity Saga.
The first three phases are collectively known as "The Infinity Saga".
Television series.
Marvel Television series.
 
Timeline.
As depicted in the MCU.
During of the MCU, Marvel Studios lined up some of their films' stories with references to one another, though they had no long-term plan for the shared universe's timeline at that point. "Iron Man 2" is set six months after the events of "Iron Man", and around the same time as "Thor" according to comments made by Nick Fury. Several of Marvel's One-Shot films also occur around the events of Phase One films, including "The Consultant" (set after the events of "Iron Man 2" and "The Incredible Hulk"), "A Funny Thing Happened on the Way to Thor's Hammer" (set before the events of "Thor"), "Item 47" (set after "The Avengers"), and "Agent Carter" (set one year after the events of "").
Wanting to simplify the in-universe timeline, the films were set roughly in real time relating to "The Avengers": "Iron Man 3" takes place about six months later, during Christmas; ' is set one year later; and ' is two years after. "" and "Ant-Man" ended the phase in 2015, with several months passing between those films in-universe as in real life. The One-Shot "All Hail the King" is set after the events of "Iron Man 3".
For , directors the Russo brothers wanted to continue using real time, and so ' begins a year after "Age of Ultron", with ' set two years after that. However, producer Brad Winderbaum said the Phase Three films would actually "happen on top of each other" while being less "interlocked" as the Phase One films were, with "Black Panther" and ' respectively beginning a week and several months after "Civil War"; ' beginning four years after "The Dark World" and two years after "Age of Ultron", around the same time as "Civil War" and "Homecoming"; "Doctor Strange" taking place over a whole year and ending "up to date with the rest of the MCU"; "Ant-Man and the Wasp" also set two years after "Civil War" and shortly before "Infinity War"; and both "Guardians of the Galaxy" and its sequel "Vol. 2" being explicitly set in 2014, which Feige believed would create a four-year gap between "Vol. 2" and "Infinity War", though the other MCU films up to that point do not specify years onscreen. Following "Infinity War", the Russo brothers said future films would not necessarily be set according to real time as there are "a lot of very inventive ways of where the story can go from here", with both "Ant-Man and the Wasp" and "Captain Marvel" set earlier in the timeline; the latter is set in 1995. ' begins shortly after "Infinity War" and ends in 2023 after a five-year time jump. It confirms dates for several of the other films, including "The Avengers" in 2012, "Thor: The Dark World" in 2013, "Guardians of the Galaxy" in 2014, "Doctor Strange" around 2017, and "Ant-Man and the Wasp" in 2018 at the same time as "Infinity War". ' begins eight months after "Endgame" in 2024.
With , Marvel Studios expanded into television series, which have greater interconnectivity with the MCU feature films than the series from Marvel Television. Many of the properties in the Phase are set after the events of "Avengers: Endgame". "WandaVision" (2021) is set three weeks after the events of that film, and directly sets up "Doctor Strange in the Multiverse of Madness" (2022); "Multiverse of Madness" is also set after "Endgame" and will tie-in with "Loki" (2021) and "" (2021) as well. "The Falcon and the Winter Soldier" (2021) is set six months after "Endgame". "Loki" (2021) and "Hawkeye" (2021) also take place after, as does the film "Eternals" (2021). Additionally, "Black Widow" (2021) is set between "Civil War" and "Infinity War". "What If...?" is not canon to the main MCU, exploring how it would be altered if certain events occurred differently.
Codifying attempts.
The official canon tie-in comic "Fury's Big Week" confirmed that "The Incredible Hulk", "Iron Man 2", and "Thor" all took place within a week, a year before the crossover film "The Avengers". Writers Christopher Yost and Eric Pearson tried to follow the logic of the films' timeline when plotting the comic, and received "the seal of approval" from Feige and Marvel Studios on the final timeline. As promotion for "The Avengers", Marvel released an official infographic detailing this timeline in May 2012.
When "Spider-Man: Homecoming" was being developed, director and co-writer Jon Watts was shown a scroll detailing the MCU timeline that was created by co-producer Eric Carroll when he first began working for Marvel Studios. Watts said the scroll included both where the continuity of the films lined-up and did not lineup, and when fully unfurled it extended beyond the length of a long conference table. This scroll was used as the basis to weave the continuity of "Homecoming" into the previous films, such as "The Avengers". This was labeled in the film with a title card stating that eight years pass between the end of "The Avengers" and the events of "Civil War", which was widely criticized as a continuity error that broke the established MCU timeline, in which only four years should have passed. Additionally, dialogue in "Civil War" indicates that eight years pass between the end of "Iron Man" and the events of that film, despite the established continuity being closer to five or six years. "Infinity War" co-director Joe Russo described the "Homecoming" eight years time jump as "very incorrect", and the mistake was ignored in "Infinity War" which specified that its events were taking place only six years after "The Avengers". The public response to the "Homecoming" mistake inspired Marvel Studios to release a new timeline for all three phases, and in November 2018, a timeline, specifying dates for the events in each film released to that point, was included as part of the sourcebook "Marvel Studios: The First 10 Years", celebrating the 10-year anniversary of the MCU.
This timeline ignores the two "eight-year" continuity errors, but also contradicts the events of "Black Panther" and "Infinity War" by placing them in 2017. Despite the latter apparent mistakes, Thomas Bacon of "Screen Rant" described the timeline as "the closest Marvel has yet come to making an official statement on just when the different MCU events are set", bringing "some sense of balance to the MCU continuity".
In October 2020, the Marvel section of Disney+ was restructured to include groupings of the films by phase, as well as a grouping that put the films in timeline order. This order was "", "Captain Marvel", "Iron Man", "Iron Man 2", "Thor", "The Avengers", "Thor: The Dark World", "Iron Man 3", "Captain America: The Winter Soldier", "Guardians of the Galaxy", "Guardians of the Galaxy Vol. 2", "Avengers: Age of Ultron", "Ant-Man", "Captain America: Civil War", "Black Panther", "Doctor Strange", "Thor: Ragnarok", "Ant-Man and the Wasp", "Avengers: Infinity War", and "Avengers: Endgame". Bacon felt the placement of "Thor: The Dark World" and "Black Panther" corrected "previous issues" with their placement in the November 2018 "First 10 Years" timeline, and was glad Disney and Marvel "recognize[d] it's possible to watch these movies in anything other than release order", "legitimiz[ing]" this viewing experience. "The Incredible Hulk", "Spider-Man: Homecoming", and "Spider-Man: Far From Home" were excluded since Disney did not have their distribution rights, but Bacon felt "The Incredible Hulk" could be viewed after "Iron Man 2" since it is simultaneous with that film, "Homecoming" could come after "Black Panther", and "Far From Home" could be viewed last. Julia Alexander at "The Verge" agreed with Bacon that it "seems like Disney finally understands how [some viewers] want to watch Marvel movies".
Digital series.
<section begin="DigitalSeries" /><section end="DigitalSeries" />
Literature.
Books.
"The Wakanda Files: A Technological Exploration of the Avengers and Beyond" is "a collection of papers, articles, blueprints, and notes amassed throughout history by Wakanda's War Dogs" at the request of Shuri. It is organized by areas of study, and covers the technological advancements throughout the Marvel Cinematic Universe. The book, which exists in-universe, was written by Troy Benjamin and published by Epic Ink and Quarto Publishing Group. "The Wakanda Files" has content printed with UV ink that can be viewed with Kimoyo bead–shaped UV lights included with the book. It was released on October 20, 2020.
Recurring cast and characters.
<section begin="Cast" />
<section end="Cast" />
Additionally, Paul Bettany was the first actor to portray two main characters within the universe, voicing Tony Stark's artificial intelligence J.A.R.V.I.S. in the "Iron Man" and "Avengers" films, and portraying Vision in "Avengers" films and "Captain America: Civil War". Prior to his death in 2018, Stan Lee, creator or co-creator of many of the characters seen in the MCU, made cameo appearances in all of the feature films and television series except "Inhumans". In "Iron Fist", it is revealed his on-set photograph cameo in the Marvel Netflix series is as NYPD Captain Irving Forbush. His cameo in "Guardians of the Galaxy Vol. 2" sees Lee appearing as an informant to the Watchers, discussing previous adventures that include Lee's cameos in other MCU films; he specifically mentions his time as a FedEx delivery man, referring to Lee's cameo in "Captain America: Civil War". This acknowledged the fan theory that Lee may be portraying the same character in all his cameos, with writer and director James Gunn noting that "people thought Stan Lee is [Uatu the Watcher] and that all of these cameos are part of him being a Watcher. So, Stan Lee as a guy who is working for the Watchers was something that I thought was fun for the MCU." Feige added that Lee "clearly exists, you know, above and apart from the reality of all the films. So the notion that he could be sitting there on a cosmic pit stop during the jump gate sequence in "Guardians"...really says, so wait a minute, he's this same character who's popped up in all these films?" NY1 news anchor Pat Kiernan has also appeared in multiple MCU films and television series as himself.
Reception.
Jim Vorel of "Herald & Review" called the Marvel Cinematic Universe "complicated" and "impressive", but said, "As more and more heroes get their own film adaptations, the overall universe becomes increasingly confusing." Kofi Outlaw of "Screen Rant" stated that while "The Avengers" was a success, "Marvel Studios still has room to improve their approach to building a shared movie universe". Some reviewers criticized the fact that the desire to create a shared universe led to films that did not hold as well on their own. In his review of "Thor: The Dark World", "Forbes" critic Scott Mendelson likened the MCU to "a glorified television series", with "The Dark World" being a "'stand-alone' episode that contains little long-range mythology". Collider's Matt Goldberg considered that while "Iron Man 2", "Thor" and "Captain America: The First Avenger" were quality productions, "they have never really been their own movies", feeling that the plot detours to S.H.I.E.L.D. or lead-ups to "The Avengers" dragged down the films' narratives.
The metaphor of the MCU as "the world's biggest TV show" was discussed again, after the release of "Captain America: Civil War", by Emily VanDerWerff of "Vox", who felt that film in particular highlighted Marvel's success with the model, saying, "Viewed in complete isolation, the plot of "Captain America: Civil War" makes little to no sense ... [but] when you think about where [Captain America] has been in earlier Marvel films ... his leeriness about being subject to oversight makes a lot more sense." VanDerWerff continued that when thinking about the MCU as a television series, many "common criticisms people tend to level at it take on a new context" such as complaints that the films are formulaic, lack "visual spark", or "shoehorn in story elements" that "are necessary to set up future films", all characteristics that "are fairly typical on television, where a director's influence is much lower than that of the showrunner", in this case, Feige. Comparing the films to the series "Game of Thrones" specifically, VanDerWerff noted that each solo film checks "in on various characters and their individual side stories, before bringing everyone together in the finale (or, rather, an Avengers film)", with "Guardians of the Galaxy" being equivalent to the character Daenerys Targaryen—"both separated by long distances from everybody else". She noted that this format was an extension of early "TV-like" film franchises such as "Star Wars", as well as the format of the comics upon which the films are based. "I say all of this not to suggest that film franchises resembling TV series is necessarily a good trend", VanDerWerff concluded, "For as much as I generally enjoy the Marvel movies, I'm disheartened by the possibility that their particular form might take over the film industry ... But I also don't think it's the end of the world if Marvel continues on ... there's a reason TV has stolen so much of the cultural conversation over the past few decades. There's something legitimately exciting about the way the medium tells stories when it's good, and if nothing else, Marvel's success shows the film world could learn from that."
Following the conclusion of season one of "Agents of S.H.I.E.L.D.", Mary McNamara at the "Los Angeles Times" praised the connections between that series and the films, stating that "never before has television been literally married to film, charged with filling in the back story and creating the connective tissue of an ongoing film franchise ... ["Agents of S.H.I.E.L.D."] is now not only a very good show in its own right, it's part of Marvel's multiplatform city-state. It faces a future of perpetual re-invention, and that puts it in the exhilarating first car of television's roller-coaster ride toward possible world domination." Terri Schwartz of Zap2it agreed with this sentiment, stating that "the fact that ["Captain America: The Winter Soldier"] so influenced the show is game-changing in terms of how the mediums of film and television can be interwoven", though "the fault there seems to be that "Agents of S.H.I.E.L.D." had to bide time until "The Winter Soldier"s release", which led to much criticism.
In January 2015, Michael Doran of Newsarama and Graeme McMillian of "The Hollywood Reporter" had a "point-counterpoint" debate in response to the first "Ant-Man" trailer. Doran stated, "Marvel has raised the bar high that as opposed to just allowing another film to finish under the [MCU] bar, we're all overly and perhaps even eager to overreact to the first thing that doesn't clear it". McMillian responded, "at this point, Marvel's brand is such that I'm not sure it can offer up something like [the trailer] it seeming like a crushing disappointment ... part of Marvel's brand is that it offer the kind of run-of-the-mill superhero movie that you're talking about, that it's ... at least different enough to tweak and play with the genre somehow ... The fact that there's such upset about this trailer being ... well, okay ... suggests to me that the audience expecting something to knock their socks off." Doran concluded, "That does seem to be the point here—the expectations fans now have for everything Marvel Studios ... [and] Marvel going to eventually falter."
After seeing the portrayal of Yellowjacket in "Ant-Man", the antagonist of the film, McMillian noted, 
Following the release of "Jessica Jones", David Priest at CNET wrote about how the series rescues "Marvel from itself ... "Jessica Jones" takes big steps forward in terms of theme, craft and diversity. It's a good story first, and a superhero show second. And for the first time, the MCU seems like it matters. Our culture needs stories like this. Here's hoping Marvel keeps them coming." For Paul Tassi and Erik Kain of "Forbes", watching the series made them question the MCU, with Kain feeling that the "morally complex, violent, dark world of "Jessica Jones" has no place in the MCU ... right now, the MCU is holding back shows like "Jessica Jones" and "Daredevil", while those shows are contributing absolutely nothing to the MCU." Tassi went so far as to wonder what "the point of the Marvel Cinematic Universe" is, lamenting the lack of major crossovers in the franchise since the "Winter Soldier" reveal on "Agents of S.H.I.E.L.D.", and saying that "Jessica Jones" is "so far removed from the world of "The Avengers", it might as well not be in the same universe at all ... [I] really don't understand the point of [the MCU] if they're going to keep everything within it separated off in these little boxes". Conversely, Eric Francisco of Inverse called "Jessica Jones"s lack of overt connections to the MCU "the show's chief advantage. Besides demonstrating how physically wide open the MCU's scope really is, "Jessica Jones" also proves the MCU's thematic durability."
In April 2016, Marvel Studios revealed that Alfre Woodard would appear in "Captain America: Civil War", having already been cast as Mariah Dillard in "Luke Cage" the previous year. This "raised hopes that Marvel could be uniting its film and Netflix universes", with "one of the first and strongest connections" between the two. However, "Civil War" writers Christopher Markus and Stephen McFeely revealed that Woodard would instead be portraying Miriam Sharpe in the film, explaining that she had been cast on the suggestion of Robert Downey, Jr., and they had not learned of her casting in "Luke Cage" until afterwards. This was not the first instance of actors being cast in multiple roles in the MCU, but this casting was called more "significant", and seen by many as a "disappointing" indication of "the growing divide" and "lack of more satisfying cooperation" between Marvel Studios and Marvel Television following the September 2015 corporate reshuffling of Marvel Entertainment.
Speaking to the 1990s setting of "Captain Marvel", "the MCU's first full period piece since 's "Captain America: The First Avenger" in 2011", Richard Newby of "The Hollywood Reporter" felt the return of younger versions of some characters introduced and killed in earlier films "open[ed] up the MCU in a whole new way and broaden[ed] the franchise's mantra of 'it's all connected. Speaking specifically to Clark Gregg's appearance as Agent Phil Coulson in the film, Newby noted the appearance "doesn't exactly mend fences between Marvel's film and TV divisions, [but] it does strengthen the connective tissue and the sense that these characters still matter in the grand scheme of Marvel's film plans". He also hoped that continuity from "Agents of S.H.I.E.L.D." would be maintained in "Captain Marvel", especially since Coulson has dealt with the Kree in the series. Newby also added that shifting to different time periods would help Marvel Studios "sustain this cinematic universe for the next 10 years" by allowing them to repeat some of the genres previously used, as they could then feel "fresh" and have "different rules and different restraints," as well as allow them to build upon material established in the television series such as "Agent Carter". He concluded, 
Likewise, in his review of "Avengers: Endgame", Joe Morgenstern of "The Wall Street Journal" acknowledged the unique achievement that the Marvel Cinematic Universe had accomplished:
In October 2019, filmmaker Martin Scorsese openly criticized Marvel films in an interview and during a David Lean lecture in London, later expanded in an op-ed in "The New York Times", asserting that these films are not cinema, but are instead the equivalent of theme park rides that lack "mystery, revelation or genuine emotional danger". He also stated that such films are corporation products that have been "market-researched, audience-tested, vetted, modified, revetted and remodified until they're ready for consumption", and that the invasion of such "theme park" films in theaters crowded out films by other directors. Scorsese's remarks were criticized by directors of MCU films such as Joss Whedon and James Gunn, while they were defended by Francis Ford Coppola, who described the potential effect of Marvel films in the film industry as "despicable". On the other hand, George Miller stated:
Cultural impact.
Other studios.
After the release of "The Avengers" in May 2012, Tom Russo of Boston.com noted that aside from the occasional "novelty" such as "Alien vs. Predator" (2004), the idea of a shared universe was virtually unheard of in Hollywood. Since that time, the shared universe model created by Marvel Studios has begun to be replicated by other film studios that held rights to other comic book characters. In April 2014, Tuna Amobi, a media analyst for Standard & Poor's Equity Research Services, stated that in the previous three to five years, Hollywood studios began planning "megafranchises" for years to come, opposed to working one blockbuster at a time. Amobi added, "A lot of these superhero characters were just being left there to gather dust. Disney has proved that this [approach and genre] can be a gold mine." However, with additional studios now "playing the megafranchise game", Doug Creutz, media analyst for Cowen and Company, feels the allure will eventually die for audiences: "If Marvel's going to make two or three films a year, and Warner Brothers is going to do at least a film every year, and Sony's going to do a film every year, and Fox [is] going to do a film every year, can everyone do well in that scenario? I'm not sure they can."
In March 2018, Patrick Shanley of "The Hollywood Reporter" opined that "the key differences between a regular franchise, such as "The Fast and the Furious" or "Pitch Perfect" films, and a shared universe is the amount of planning and interweaving that goes into each individual film. Its all too easy to make a film that exists solely for the purpose of setting up future installments and expanding a world, rather than a film that stands on its own merits while deftly hinting or winking at its place in the larger mythos. In that, the MCU has flourished." He felt that "Iron Man" "itself was aimed at being an enjoyable stand-alone experience, not as an overall advertisement for 17 subsequent movies. That mentality has persisted through most of the MCU films over the past decade, which is all the more impressive as its roster of heroes now exceeds the two-dozen mark."
DC Entertainment and Warner Bros. Pictures.
In October 2012, following its legal victory over Joe Shuster's estate for the rights to Superman, Warner Bros. Pictures announced that it planned to move ahead with its long-awaited Justice League film, uniting such DC Comics superheroes as Batman, Superman, and Wonder Woman. The company was expected to take the opposite approach to Marvel, releasing individual films for the characters after they have appeared in a team-up film. The release of "Man of Steel" in 2013 was intended to be the start of a new shared universe for DC, "laying the groundwork for the future slate of films based on DC Comics". In 2014, Warner Bros. announced that slate of films, similarly to Disney and Marvel claiming dates for films years in advance. That year, DC CCO Geoff Johns stated that the television series "Arrow" and "The Flash" were set in a separate universe from the new film one, later clarifying that "We look at it as the multiverse. We have our TV universe and our film universe, but they all co-exist. For us, creatively, it's about allowing everyone to make the best possible product, to tell the best story, to do the best world. Everyone has a vision and you really want to let the visions shine through ... It's just a different approach [to Marvel's]."
Discussing the apparent failure of the cinematic universe's first team-up film, "", to establish a successful equivalent to the MCU, Emily VanDerWerff noted that where the MCU has a television-like "showrunner" in Feige, "the visionary behind Marvel's entire slate", the DCEU has director Zack Snyder, whose DC films "seemingly start from the assumption that people have come not to see an individual story but a long series of teases for other ones. It's like he knows what he needs to do but can't focus on the task at hand. TV certainly isn't immune to that problem, but shows that get caught up in high-concept premises and big-picture thinking before doing the necessary legwork to establish characters and their relationships tend to be canceled." Subsequently, in May 2016, Warner Bros. gave oversight of the DCEU to Johns and executive Jon Berg in an attempt to "unify the disparate elements of the DC movies" and emulate Marvel's success. The two were made producers on the "Justice League" films, on top of Johns' involvement in several "solo" films, such as the post-production process of "Suicide Squad" or the writing process of a standalone Batman film. After the successful release of "Wonder Woman" in June 2017, DC decided to begin deemphasizing the shared nature of their films, with DC Entertainment president Diane Nelson stating, "Our intention, certainly, moving forward is using the continuity to help make sure nothing is diverging in a way that doesn't make sense, but there's no insistence upon an overall story line or interconnectivity in that universe... Moving forward, you'll see the DC movie universe being a universe, but one that comes from the heart of the filmmaker who's creating them." Additionally, DC began focusing on films "completely separate from everything else, set entirely outside the" DCEU as part of a new label, with the first film centered on the Joker.
20th Century Fox.
In November 2012, 20th Century Fox announced plans to create their own shared universe, consisting of Marvel properties that it holds the rights to including the Fantastic Four and X-Men, with the hiring of Mark Millar as supervising producer. Millar said, "Fox are thinking, 'We're sitting on some really awesome things here. There is another side of the Marvel Universe. Let's try and get some cohesiveness going.' So they brought me in to oversee that really. To meet with the writers and directors to suggest new ways we could take this stuff and new properties that could spin out of it." ', released in 2014, was Fox's first step towards expanding their stable of Marvel properties and creating this universe, ahead of the release of a "Fantastic Four" reboot film the next year. However, in May 2014, "Days of Future Past" and "Fantastic Four" screenwriter Simon Kinberg stated that the latter film would not take place in the same universe as the "X-Men" films, explaining that "none of the "X-Men" movies have acknowledged the notion of a sort of superhero team—the Fantastic Four. And the Fantastic Four acquire powers, so for them to live in a world where mutants are prevalent is kind of complicated, because you're like, 'Oh, you're just a mutant.' Like, 'What's so fantastic about you?' ... they live in discrete universes." In July 2015, "X-Men" director Bryan Singer said that there was still potential for a crossover between the "X-Men" and "Fantastic Four" franchises, if reaction to "Fantastic Four" and ' warranted it.
Feeling that Singer's efforts in "Apocalypse" to establish a larger world, similar to the MCU, did not meet the standards established by Marvel, VanDerWerff noted that unlike Feige's ability to serve as "pseudo-showrunner", Singer is instead "steeped in film and the way movie stories have always been told", so "when it comes time to have "Apocalypse" dovetail with story threads from the earlier "" [directed by Matthew Vaughn], both Singer's direction and Simon Kinberg's script rely on hackneyed devices and clumsy storytelling", indicating a lack of "the kind of big-picture thinking this sort of mega franchise requires". In his review of "Dark Phoenix", Joe Morgenstern of "The Wall Street Journal" characterized the entire X-Men film series as being a "notoriously erratic franchise."
Sony Pictures.
In November 2013, Sony Pictures Entertainment Co-Chairman Amy Pascal announced that the studio intended to expand their universe created within the Marc Webb "Amazing Spider-Man" series, with spin-off adventures for supporting characters, in an attempt to replicate Marvel and Disney's model. The next month, Sony announced Venom and Sinister Six films, both set in the "Amazing Spider-Man" universe. With this announcement, IGN stated that the spin-offs are "the latest example of what we can refer to as "the "Avengers" effect" in Hollywood, as studios work to build interlocking movie universes." Sony chose not to replicate the Marvel Studios model of introducing individual characters first before bringing them together in a team-up film, instead making the Spider-Man adversaries the stars of future films. However, in February 2015, Sony Pictures and Marvel Studios announced that the "Spider-Man" franchise would be retooled, with a new film co-produced by Feige and Pascal being released in July 2017, and the character being integrated into the MCU. Sony Pictures would continue to finance, distribute, own, and have final creative control of the "Spider-Man" films. With this announcement, sequels to "The Amazing Spider-Man 2" were canceled, and by November 2015 the Venom and Sinister Six films, as well as spin-offs based on female characters in the Spider-Man universe, were no longer moving forward. By March 2016, the Venom film had itself been retooled, to start its own franchise unrelated to the MCU Spider-Man. A year later, Sony officially announced the Venom film to be in development, for an October 5, 2018 release, along with a film centered on the characters Silver Sable and Black Cat known as "Silver & Black". Both projects were not intended to be a part of the MCU nor spin-offs to "Spider-Man: Homecoming", but rather part of an intended separate shared universe known as the Sony Pictures Universe of Marvel Characters.
After Sony canceled their shared universe plans and started sharing the Spider-Man character with Marvel Studios, multiple critics discussed their failure at replicating the MCU. Scott Meslow of "The Week" noted the perceived flaws of the first "Amazing Spider-Man" film, outside of its lead performances, and how the sequel "doubles down on all the missteps of the original while adding a few of its own. …We now have a textbook example of how not to reboot a superhero franchise, and if Sony and Marvel are wise, they'll take virtually all those lessons to heart as they chart Spider-Man's next course." Scott Mendelson noted that "The Amazing Spider-Man 2" "was sold as less a sequel to "The Amazing Spider-Man" than a backdoor pilot for "Spider-Man vs. the Sinister Six". …Had Sony stuck with the original plan of a scaled-down superhero franchise, one that really was rooted in romantic drama, they would have at least stuck out in a crowded field of superhero franchises. When every superhero film is now going bigger, "Amazing Spider-Man" could have distinguished itself by going small and intimate." This would have saved Sony "a boatload of money", and potentially reversed the film's relative financial failure.
Academia.
In September 2014, the University of Baltimore announced a course beginning in the 2015 spring semester revolving around the Marvel Cinematic Universe, to be taught by Arnold T. Blumberg. "Media Genres: Media Marvels" examines "how Marvel's series of interconnected films and television shows, plus related media and comic book sources and Joseph Campbell's monomyth of the 'hero's journey', offer important insights into modern culture" as well as Marvel's efforts "to establish a viable universe of plotlines, characters, and backstories."
Outside media.
Avengers Campus.
After the acquisition by Disney in 2009, Marvel films began to be marketed at the Innoventions attraction in Tomorrowland at Disneyland. For "Iron Man 3", the exhibit, entitled "Iron Man Tech Presented by Stark Industries", features the same armor display that was shown at the 2012 San Diego Comic-Con, with the Marks I-VII and the new Mark XLII. In addition, there is a simulator game, titled "Become Iron Man", that uses Kinect-like technology to allow the viewer to be encased in an animated Mark XLII armor and take part in a series of "tests," in which you fire repulsor rays and fly through Tony Stark's workshop. The game is guided by J.A.R.V.I.S., who is voiced again by Paul Bettany. The exhibit also has smaller displays that include helmets and chest pieces from the earlier films and the gauntlet and boot from an action sequence in "Iron Man 3". The exhibit for "Thor: The Dark World" is called "Thor: Treasures of Asgard", and features displays of Asgardian relics and transports guests to Odin's throne room, where they are greeted by Thor. "Captain America: The Winter Soldier"s exhibit, "Captain America: The Living Legend and Symbol of Courage", features a meet and greet experience.
From May to September 2017, Disneyland Resort featured the "Summer of Heroes", which sees members of the Guardians and Avengers making appearances throughout the Disneyland Resort. Additionally, the Guardians of the Galaxy: Awesome Dance Off event was featured, which involved Peter Quill / Star-Lord blasting music from his boombox, along with the Avengers Training Initiative, a limited experience where Black Widow and Hawkeye "assemble a group of young recruits to see if they have what it takes to be an Avenger." Marvel-related food and merchandise was also available throughout Hollywood Land at Disney California Adventure during the "Summer of Heroes".
In March 2018, The Walt Disney Company announced three new Marvel-themed areas inspired by the MCU to Disney California Adventure, Walt Disney Studios Paris, and Hong Kong Disneyland. The developments will be designed by Walt Disney Imagineering in collaboration with Marvel Studios and Marvel Themed Entertainment. As was established with , Avengers Campus exists in its own theme park universe that is inspired by the MCU. Being in the MCU multiverse, Avengers Campus has a shared history with the MCU proper, with a few notable exceptions being the snap from "Avengers: Infinity War" did not occur, and some characters who died, such as Tony Stark, are still alive.
Hong Kong Disneyland.
In October 2013, the Iron Man Experience attraction was announced for Hong Kong Disneyland. It is set in the Tomorrowland section of the park, with the area built to look like a new Stark Expo created by Tony Stark after the 2010 one, as seen in "Iron Man 2", with various exhibit halls that include the Mark III armor from the films. The area also has Iron Man and Marvel-themed merchandise items and memorabilia, plus an interactive game where guests can have the chance to try on Iron Man's armor. Iron Man Experience sees guests assist Iron Man in defeating Hydra throughout Hong Kong, and opened on January 11, 2017.
In March 2018, The Walt Disney Company announced a new Marvel-themed area inspired by the MCU to Hong Kong Disneyland and a new attraction where guests team up with Ant-Man and the Wasp, to join Iron Man Experience. Inspired by "Ant-Man and the Wasp", is an enclosed interactive dark ride that sees guests use laser powered weapons to team up with Ant-Man and the Wasp to defeat Arnim Zola and his army of Hydra swarm bots. Ant Man and the Wasp: Nano Battle! replaces the Buzz Lightyear Astro Blasters ride, and opened on March 31, 2019.
Disney California Adventure.
By San Diego Comic-Con 2016, the Tower of Terror at Disney California Adventure was set to be replaced by a new attraction, . Chris Pratt, Zoe Saldana, Dave Bautista and Benicio del Toro all filmed exclusive footage for the attraction, reprising their roles as Peter Quill / Star-Lord, Gamora, Drax and Taneleer Tivan / The Collector, respectively. James Gunn, director of "Guardians of the Galaxy" and its sequel, directed footage for the attraction and consulted on all aspects of it. Guardians of the Galaxy – Mission: Breakout! sees visitors assisting Rocket to rescue the other Guardians from the Collector's fortress, while the attraction features randomized events during the experience and music inspired by the "" soundtrack. The attraction opened on May 27, 2017.
In March 2018, The Walt Disney Company announced a new Marvel-themed area inspired by the MCU to Disney California Adventure, anchored by Mission: Breakout!, that will see characters from the MCU such as Iron Man and Spider-Man join the Guardians of the Galaxy in a "completely immersive superhero universe." The area will replace the "A Bug's Land" area, which closed in mid-2018 to start construction on the Marvel area. Tom Holland will reprise his role as Peter Parker / Spider-Man in the attraction , in which Parker has set up W.E.B. (the Worldwide Engineers Brigade) to inspire a new generation to use technology to save the world. Riders are recruited by Spider-Man into the initiative to stop his malfunctioning Spider-Bots.
Walt Disney Studios Park.
In March 2018, The Walt Disney Company announced a new Marvel-themed area inspired by the MCU to Disneyland Paris' Walt Disney Studios Park. The area will include a reimagined attraction where riders will team up with Iron Man and other Avengers on a "hyper-kinetic adventure" in 2020. The park also hosted the "Summer of Super Heroes" live-action stage show from June–September 2018.
Other live attractions.
"Avengers S.T.A.T.I.O.N.".
In May 2014, the "Avengers S.T.A.T.I.O.N." (Scientific Training and Tactical Intelligence Operative Network) exhibit opened at the Discovery Times Square center. The exhibit features replica set pieces, as well as actual props from the films, mixed with interactive technology and information, crafted through a partnership with NASA and other scientists. Titus Welliver also provides a "debrief" to visitors, reprising his role as S.H.I.E.L.D. agent Felix Blake. Created by Victory Hill Exhibits, "Avengers S.T.A.T.I.O.N." cost $7.5 million to create, and ran through early September 2015.
The exhibit also opened in South Korea at the War Memorial of Korea in April 2015, in Paris, France, at Esplanade de La Défense a year later, and in Las Vegas at the Treasure Island Hotel and Casino in June 2016. The Las Vegas version of the exhibit featured updated character details and corresponding science to incorporate the Marvel films that have released since the original exhibit in New York. Additionally, the Las Vegas version features Cobie Smulders reprising her role as Maria Hill to "debrief" visitors, replacing Welliver.
GOMA exhibit.
An art exhibit, titled "Marvel: Creating the Cinematic Universe", was displayed exclusively at the Queensland Gallery of Modern Art (GOMA) from May to September 2017. The exhibit, which included "300 plus objects, films, costumes, drawings and other ephemera", featured content "from the collection of Marvel Studios and Marvel Entertainment and private collections" with "significant focus [given] to the creative artists who translate the drawn narrative to the screen through production design and storyboarding, costume and prop design, and special effects and post-production". "Marvel: Creating the Cinematic Universe" was also extended to GOMA's Australian Cinémathèque with a retrospective of the MCU films.
"Avengers: Damage Control".
In October 2019, Marvel Studios and ILMxLAB announced the virtual reality experience "Avengers: Damage Control". The experience would be available for a limited time starting in mid-October 2019 at select Void VR locations. "Avengers: Damage Control" sees players taking control of one of Shuri's Emergency Response Suits–which combine Wakandan and Stark Industries technologies–to defeat a threat alongside Doctor Strange, Ant-Man, and the Wasp. Letitia Wright, Benedict Cumberbatch, Paul Rudd, and Evangeline Lilly all reprise their MCU roles. The experience was extended to the end of 2019.
Live-action television specials.
"Marvel Studios: Assembling a Universe" (2014).
On March 18, 2014, ABC aired a one-hour television special titled "Marvel Studios: Assembling a Universe", which documented the history of Marvel Studios and the development of the Marvel Cinematic Universe, and included exclusive interviews and behind-the-scenes footage from all of the films, One-Shots and "Agents of S.H.I.E.L.D.", and sneak peeks of "Avengers: Age of Ultron", "Captain America: The Winter Soldier", "Guardians of the Galaxy", unaired episodes of "Agents of S.H.I.E.L.D.", and "Ant-Man". Brian Lowry of "Variety" felt the special, "contains a pretty interesting business and creative story. While it might all make sense in hindsight, there was appreciable audacity in Marvel's plan to release five loosely connected movies from the same hero-filled world, beginning with the cinematically unproven "Iron Man" and culminating with superhero team "The Avengers". As such, this fast-moving hour qualifies as more than just a cut-and-paste job from electronic press kits, although there's an element of that, certainly." The special was released on September 9, 2014 on the home media for "Agents of S.H.I.E.L.D." season 1.
"Marvel 75 Years: From Pulp to Pop!" (2014).
In September 2014, "Agents of S.H.I.E.L.D." executive producer Jeffrey Bell stated that in order to meet production demands and avoid having to air repeat episodes, ABC would likely air a Marvel special in place of a regular installment at some point during the first ten episodes of "Agents of S.H.I.E.L.D."s second season. In October, the special was revealed to be "Marvel 75 Years: From Pulp to Pop!", which was hosted by Emily VanCamp, who portrays Agent 13 in "Captain America: The Winter Soldier", and aired on November 4, 2014. The special features behind the scenes footage from "Avengers: Age of Ultron" and "Ant-Man", as well as footage from the "Agent Carter" television series previously screened at New York Comic-Con. Brian Lowry of "Variety" felt an hour for the special did not "do the topic justice" adding, "For anyone who has seen more than one Marvel movie but would shrug perplexedly at the mention of Jack Kirby or Steve Ditko, "Marvel 75 Years: From Pulp To Pop!" should probably be required viewing. Fun, fast-paced and encompassing many of the company's highlights along with a few lowlights, it's a solid primer on Marvel's history, while weaving in inevitable self-promotion and synergistic plugs." Eric Goldman of IGN also wished the special had been longer, adding, "Understandably, the more you already know about Marvel, the less you'll be surprised by "Marvel 75 Years: From Pulp to Pop!", but it's important to remember who this special is really made for – a mainstream audience who have embraced the Marvel characters, via the hugely successful movies, in a way no one could have imagined."
"Marvel Studios: Expanding the Universe" (2019).
In November 2019, Disney+ announced that the streaming platform would include "Expanding the Universe", a special that features a look at the original MCU TV series for Disney+, with interviews and concept art.
Bilibili New Year's Gala (2020).
A Marvel-themed orchestra performance of an extended version of Brian Tyler's Marvel Studios theme and Alan Silvestri's theme from "The Avengers" took place during China's Bilibili New Year's Gala on December 31, 2020, to promote the 2021 Marvel Studios film releases.
Documentary series.
"Marvel Studios: Legends" (2021).
Announced in December 2020, this series examines individual heroes, villains, and moments from the Marvel Cinematic Universe and how they connect, in anticipation of the upcoming stories that will feature them in Phase Four. The series premiered on Disney+ on January 8, 2021, with the release of the first two episodes. Additional episodes were released before a character's appearance in a Disney+ series.
"Marvel Studios: Assembled" (2021).
Announced in February 2021, each special of the documentary series goes behind the scenes of the making of the MCU films and television series with cast members and additional creatives. "Marvel Studios: Assembled" premiered on Disney+ on March 12, 2021, with a special for "WandaVision", followed by additional specials for "The Falcon and the Winter Soldier", "Black Widow", "Loki", and "Hawkeye".
Guide books.
In September 2015, Marvel announced the "Guidebook to the Marvel Cinematic Universe", named as a nod to the "Official Handbook of the Marvel Universe". Each guidebook is compiled by Mike O'Sullivan and the "Official Handbook of the Marvel Universe" team, with cover art from Mike del Mundo and Pascal Campion, and features facts about the MCU films, film-to-comic comparisons, and production stills. "Guidebook to the Marvel Cinematic Universe: Marvel's Iron Man", "Guidebook to the Marvel Cinematic Universe: Marvel's Incredible Hulk / Marvel's Iron Man 2", "Guidebook to the Marvel Cinematic Universe: Marvel's Thor", and "Guidebook to the Marvel Cinematic Universe: Marvel's Captain America: The First Avenger" released each month from October 2015 to January 2016, respectively.
In November 2018, Marvel and Titan Publishing Group released "Marvel Studios: The First Ten Years" to celebrate the first ten years of the Marvel Cinematic Universe which featured cast interviews, in-depth sections on each film, and an Easter egg guide. In October 2021, a two-volume book "The Story of Marvel Studios: The Making of the Marvel Cinematic Universe" will be released, written by Tara Bennett and Paul Terry. This collection will feature a look at the evolution of Marvel Studios, personal stories from the 23-film "Infinity Saga", and interviews with cast and crew members.
"A Mini Marvel".
In February 2016, a commercial for Coca-Cola mini cans aired during Super Bowl 50. "A Mini Marvel" was created by Wieden+Kennedy for Coca-Cola through a partnership with Marvel, and was directed by the Russo brothers. In the ad, Ant-Man (voiced by Paul Rudd, reprising his role) and the Hulk first fight, and then bond, over a Coke mini can. Luma Pictures provided visual effects for the spot, having worked previously with the two characters in MCU films. For the Hulk, Luma redefined its previous muscular system and simulation process to create and render the character, while Ant-Man received new motion capture. The Super Bowl campaign extended to "limited-edition Coke mini cans [six packs] that are emblazoned with images of Marvel characters, including Hulk, Ant-Man, Black Widow, [Falcon, Iron Man] and Captain America." Consumers had the opportunity to purchase the cans by finding hidden clues in the commercial, though "if the program goes well, Coke will consider making the cans available in stores." The ad had the third most social media activity of all the film-related trailers that aired during the game, and was nominated for Outstanding Visual Effects in a Commercial at the 15th Visual Effects Society Awards.