Why Marvel Is Focusing on TV Series: A Strategic Move Post-COVID

Marvel Entertainment has announced a strategic shift towards developing more TV series as part of its Phase 4 content strategy. This move raises questions about the reasons behind such a drastic change, particularly in the context of the ongoing global pandemic. Despite initial plans to focus primarily on theatrical releases, Marvel has opted for a more nuanced approach through its streaming platform, Disney . This article delves into the strategic motivations and realistic benefits of these changes, especially in light of the challenges posed by the COVID-19 pandemic.

Initial Plans and Early Development

Moviefone retroactively reported on how Marvel had originally planned for its TV series in Phase 4 back in 2018, well before the COVID-19 pandemic. It was clear even then that the streaming platform, Disney , was seen as a key strategic asset for generating subscriptions and creating exclusive content. The primary focus was on growing the subscriber base, leveraging the growing popularity of streaming services and the need for engaging content beyond the traditional movie release schedules.

Impact of the COVID-19 Pandemic

The global pandemic brought about a number of unexpected changes to the entertainment industry. One of the most significant was the closure of movie theaters in many parts of the world, leading to the cancellation or delay of numerous theatrical releases. This situation opened up an opportunity to explore new avenues of content distribution, especially through streaming platforms. To mitigate the financial impact, Marvel (and Disney ) introduced a model known as 'Premier Access.' This innovative strategy allowed viewers to pay a premium for early access to exclusive content, with early examples including Mulan and Black Widow.

Benefits of TV Series Over Movies

The decision to focus on TV series offers several key advantages:

Lower Risk Profile: Unlike theatrical releases, which face immediate public scrutiny and box office judgment, TV series can be released more gradually, spreading the risk over time. Longer Release Duration: Spreading out the release time over 8-12 weeks allows for better viewer engagement, as people have the opportunity to watch the content without feeling rushed or obligated. Fan Engagement: Utilizing the same actors and high production values from their film counterparts, these TV series serve as a direct continuation of character arcs, which appeals to fans without the pressure of meeting certain box office targets or critical acclaim. Direct Consumer Revenue: Disney gains a direct, monthly subscription revenue stream from viewers, providing a stable and predictable income source.

Impact of the Pandemic on Streaming Strategies

The pandemic has forced a more strategic and adaptable approach to content distribution. Disney, having owned the technology for its streaming platform for several years, capitalised on the unique opportunity presented by the pandemic. The closure of theaters made it an ideal time to launch entertainment directly to the home, offering a monthly subscription service priced at $8. Unlike competitors like HBO Max, which needed to offer WB theatrical movies in 2020 as an incentive, or Peacock/Uni's 'me-too' product, Disney made a strategic and successful launch with a clear schedule for its TV series, including Marvel’s Star Wars and Pixar content.

In conclusion, the shift towards more TV series from Marvel is not just a reaction to the pandemic but a well-thought-out strategic move. By leveraging the power of streaming platforms, Disney can continue to engage fans, grow its subscriber base, and explore new content opportunities, all while minimizing risks associated with theatrical releases.

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