special report

Marvel's Next Phase

In this series, Morning Consult considers the business future of Disney’s crown jewel, the Marvel Cinematic Universe. One of the most lucrative properties in the history of entertainment, the MCU is suddenly threatened from multiple fronts: Several of its beloved heroes have been retired, the theatrical model is in peril and the COVID-19 pandemic has accelerated massive shifts in the media consumption habits of superhero fans. Marvel’s future success is not necessarily guaranteed. In order to continue its dominance of global culture over the course of its next phase, the Disney-owned brand will have to adapt.

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