Top Dog vs. Underdog

Marvel vs. DC Comics 

Brand Strategy

The top dog in the battle of Marvel vs. DC Comics would definitely be Marvel.In 2019, the Marvel Cinematic Universe’s total worldwide revenue was $22.55 billion USD (statista.com, 2019). Marvel is now owned by Disney, which has helped it become the powerhouse franchise that it is now. One of Marvel’s main strategies that they employ to keep the audience coming back would be continuity. They create story lines with each movie, and each movie blends into a greater story. They also bring characters together to larger cinematic experiences, such as the Avengers. This is guaranteeing that most people will want to see the movie because at least one of their favorite characters will be in it. I also feel with their superhero movies, you tend to know what to expect, so therefore you do not feel your time or money was wasted. 

DC Comics is the underdog in my opinion, and their strategy is very different to that of Marvel. The DC movies tend to focus on one main character in each movie, such as Wonder Woman. They have had some crossovers, but nothing to the extent or popularity that is the Avengers. They have however branched out to the world of television, and have made their mark in the TV world. DC needs to bank on their viewers feeling a loyalty to certain characters to keep them returning to the theaters. One main thing that sets the two apart however is that DC tends to have a more edgy feel to their movies such as the recent Joker movie, as opposed to Marvel which is more family friendly. 

There are a few things that the underdog, DC Comics could do to gain more market share and surpass Marvel. One thing would be to come up with some new characters that are more fitting to the younger generation. For example, Marvel rebranded Spiderman to be more up to date to fit into the new Avenger movies. If they came out with some more modern characters it would bring in a new audience. Another option would be to create weaving story lines and plan/map out movies so that they intertwine together. This creates the urgency for fans to feel the need to see every movie in the franchise in fear of missing a point that may be relevant in a future film. I also feel that DC could focus on hiring very popular actors. If they are big names, people would be more inclined to see the movie, and that person doing press would be very beneficial. 

I believe that people prefer Marvel because the universe they have created is so broad. There is a superhero for everyone, whether you are a young kid, a woman, or an older person. They have a strong focus on humor, and the way all of the stories blend together keeps people coming back. I actually prefer Marvel too because I relate to their characters more, and the way the movies are sensationalized makes me feel like I am missing out if I do not see them. The way they have marketed and scheduled/planned their films is nothing short of genius to keep people coming back.

Resources:

Watson, A. (2019, August 13). Marvel – Statistics & Facts. Retrieved February 9, 2020, from https://www.statista.com/topics/5313/marvel/