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Harvard Business Review | Marvel’s blockbuster machine: How studio balances continuity and renewal

20.06.2019Comments are closed.

Keywords:
Innovation portfolio,
Innovation,
Creativity,
Marvel Cinematic Universe.

Authors:

  • Spencer Harisson, INSEAD;
  • Arne Carlsen, BI Norwegian Business School;
  • Miha Škerlavaj, University of Ljubljana, School of Economics and Business

Abstract:

Marvel Studios has redefined the franchise movie, in part by finding the right balance between creating innovative films and retaining enough continuity to make them all recognizably part of a coherent family.

The authors analyzed 338 interviews with producers, directors, and writers and 140 reviews from leading critics. They digitally analyzed each movie’s script and visual style and examined its network of actors and behind-the scenes workers. They argue that Marvel’s success rests on four principles: (1) selecting for experienced inexperience, (2) leveraging a stable core, (3) continually challenging the formula, and (4) cultivating customers’ curiosity.

Journal:

Harvard Business Review

Indexing:

FT50; JCR: 4.374 – Business 19/140, Management 25/210; AJG: 3

The article is available here.


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