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Advance Technology in Marvel Movies and Comics Assignment -

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Question 1: How Marvel has utilized the advance technology for their movies and comics?

Answer - Advance technology utilized in Marvel movies and comics

Marvel has kept its fans engaged through its technologically savvy movies and comics. The design lab, Perception enabled Marvel Studios use a wide variety of designs in a number of their movies. Using natural lighting was one of the ways in which the movie tried to zone in on a feel of reality. In addition to this, the designing company, perception also used a variety of graphics keeping in mind, the look and feel showcased in the comic books. Marvel used visual distortion along with abstract view through face recognition and also used digital encryption.

Using imagination of what the future needs to look like along with the knowledge of what the present looks like formed the basis for the company to create the visual. They used science fiction prototyping to create a futuristic yet realistic experience in order to create an authentic experience for the fans. A team dedicated to Science Fiction Thinking to create a whole new architype, they pushed the potential envisioned by the company.

Technology input encompassed a wide array of requirements from the conceptual design, development of the narrative, futuristic-technologies visualization and includes animation and motion graphics, composting and title sequence.

By using reverse-engineering, and using the end result, the design company worked on arriving at the start. Using a feedback loop, the success of applied technology has been ensured. Perception (2019).

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Question 2: What challenges they had to face?

Answer - Challenges Marvel had to face

Any organization will face challenges sooner or later when it reaches the growth and maturity phase in the product life cycle and similary, Marvel has not been spared either.

One of the challenges that Marvel continues to face is from DC comics. Further, DC's relaunch in the year 2016 threw a bigger competition to Marvel. Marvel has been navigating this by continuing to keep its fans on their toes with their ever page turning comics and with the recent introduction of Thanos in the Avenger series, Marvel has been able to keep their competitors at bay.

According to research conducted by Adams, K and Jarabeck, A (2015), Marvel movies have been consistently churning out content that borders on racism and sexism and can contribute to a gradual decrease in its followers who belong to racial minorities and women. According to Schenker, (2014) female fans form 44% of comic book fans and this means that Marvel is not utilizing its potential market.

One of its growing concern according to Whitelaw (2014) is piracy. This includes both, movies and comic books. While there is a gradual shift in readership from print to digital books, the threat of piracy is higher in case of digital books.

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Question 3: Porter's Five Forces Analysis and a competitor analysis for Marvel.

Answer - Porter's five forces analysis and competitor analysis for Marvel

According to Michael Porter, there are five forces that govern a market of any company. They are Bargaining power of customers and suppliers, threat of substitutes, degree of rivalry and threat of new entrants.

Bargaining power of customers

Bargaining power is in favour of Marvel comics. Although the comic books, movies and merchandise are not high priced, it is not inexpensive either. However, Marvel has been able to create a strong fan base who can go the distance in order to lay their hands on the latest comics released by Marvel. Moreover, fandom pushes consumers to own comic books and watch the movies in the theatre as opposed to borrowing the books or purchasing them second hand.

Bargaining power of Suppliers

Marvel has licensing agreements with several large companies across its operations, including film licenses and comic book publishing rights. This means that Marvel has an upper hand in terms of negotiating deals and hence the suppliers has relatively less power over Marvel.

Threat of Substitutes

Factors that influence the threat of substitutes include availability of alternatives that are beneficial, cheap and which has a lower switching cost. In entertainment, the threat of substitutes is greater. By keeping its fans loyal, Marvel has ensured that the threat of substitutes is low.

Degree of Rivalry

Degree of rivalry is high in the comic sector of the entertainment industry. Cost of switching is high due to its emotional captivation of its fans which cannot be replaced by pursuing rival comics. Hence although Marvel needs to stay on top of its competition lest they lose their consumers, due to the fresh content brewed by Marvel regularly, degree of rivalry is comparatively low.

Threat of new entrants

Threat of new entrants although high, having engaging story line with dynamic cast and characters has helped Marvel stay on top of its competitors. In a market that is already saturated with super heroes, new entrants have a sense of doubt before entering such a market.

Competitor analysis of Marvel

Marvel has expanded over various products and services including publishing, marvel studio, toys and so on. Its competitors in the toy industry include Hasbro, Mattel, ToyBiz. In the publishing industry, Marvel competes with DC Comics primarily. Other competitors include Dark horse and Image comics. Amongst the film industry, Marvel competes with Universal studios, Warner, DC, Sony pictures and Universal studios. Marvel's primary competitor in all areas are DC comics. DC comics preceded Marvel comics by 5 years and hence was ahead in terms of its market share due to lack of competition. However, by making its superheroes human and more relatable, Marvel has been able to steadily gain traction over DC. By creating powerful branding through its merchandise and star cast, Marvel has gained acceptance and strong loyalty through its fan base. Schreur & Mattila (2015).

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