Reiteration and innovation in transmedia franchises: Marvel Cinematic Universe TV series

Abstract

In this article I take the case of the television series of the Marvel Cinematic Universe to investigate the movements and negotiations, in media franchises, between two seemingly opposing concepts: on the one hand, that of reiteration and, on the other, that of innovation. First, I frame the phenomenon within the main theories on serial narratives, to highlight the inherent dual nature of open-ended, long-lasting texts that reiterate recursive formulas but, at the same time, offer constant variations. Second, I draw on tools from media industry studies and franchise studies to understand the dynamics of ownership and sharing of intellectual properties across different media, highlighting the negotiation mechanisms that give rise to multiple texts in cohesive entertainment environments. Third, I analyze the TV series related to the Marvel Cinematic Universe, focusing on the specifics of each type of television involved: broadcasting with the ABC network, cable TV with the Freeform channel, and streaming platforms with Hulu, Netflix, and Disney+. I focus on how the needs of each individual channel impact narratives and their relationship to filmic texts. This allows me, finally, to assess the role of television production within the franchise, highlighting the evolutionary dynamics for finding balance between repetition that creates continuity and variation that stimulates renovation.