I’m not saying comics did not exist.
I’m just saying in my peer group in the US, I don’t know anyone who preferred Marvel and DC comics (specifically, not comics generally) in general in the 80s and 90s, that would account for the popularity of the Marvel movies later (Avengers etc.). DC Comics, specifically Batman, I would suggest were definitively more popular in the 80s/90s
But that didn’t make them generally popular in the US compared to Star Wars, video games, GI Joe and so on.
This sub thread started with a question of “how did Marvel movies become so prominent?”
Just to continue derailing this thread, how old were you/where roughly did you live from about 1988-1992? (You don't need to dox yourself, be as vague as you want) Because 91-92 was when the comic book industry peaked sales-wise and they'd been steadily building up to there for years before. Then from about 1993-1997 the whole bottom fell out of the industry and the entire comic book market crashed. It was pretty much already over by the mid-90s. If you were, say, 14 in 1991 then yeah, you and/or your friends might've been into comics but if you were 14 in 95/96 you wouldn't have given a shit about comics because that's how hard and how fast the industry crashed and burned.
That's actually the big reason why Marvel movies became so prominent. It's got little to do with comics being passed on by someone's elders or anything. Marvel nearly went out of business in 1997 and one of the ways they stayed afloat was they sold off the movie rights to nearly all their most popular characters to any film studio willing to pay top dollar for them. So that's how we got Blade in 1998, X-Men in 2000 and, the big one, Spider-Man in 2002. And these were all so successful (especially Spider-Man) that, in addition to sequels to all them, every single other studio immediately green-lit a film project starring whichever Marvel character they'd bought up the rights to. And that's how we got Daredevil, Ang Lee's Hulk, The Punisher, Elektra, Fantastic 4, Ghost Rider and so on.
Trouble is those movies quality-wise are... mixed at best and while Blade 2, X-Men 2 and Spider-Man 2 were fantastic and better than the originals, Blade 3, X-Men 3 and Spider-Man 3 were all kinda shit thanks to either executive meddling or Wesley Snipes loosing his fucking mind. As a result Marvel decided to start making their own films in-house, where they could have control over all of it, using whatever characters they hadn't pawned off. They launched this whole thing with Iron Man in 2008, which was a huge success - mostly a stand-alone movie with a little tease for the Avengers at the end and you probably know the rest from here: Marvel start pumping out movie after movie, fairly early on they get bought up by Disney, it all builds up to the Avengers in 2012 which was a smash hit and Marvel takes over the cinema for about a decade.
But here's the funny thing. It turned out that those movie rights that Marvel had sold off in 1997 were really specifically worded. The actual details aren't public but the simple version is the rights aren't perpetual. If you buy up the rights to, say, Spider-Man then a kind of timer begins. In somewhere between 5-7 years you have to have a Spider-Man movie filmed, edited and basically in the can ready to be released or else the rights revert back to Marvel. And once that Spider-Man movie's been released the timer resets and you have another 5-7 years to get a new Spider-Man movie written, cast, shot, edited, the special effects done and released before the rights revert back to Marvel. As Disney-Marvel became a juggernaut in the early 2010s a lot of studios realized that the rights they owned were going to go back to Marvel unless they put something into production immediately. If you loose the rights you not only loose out on a piece of that lucrative superhero IP market that's taking over cinemas, it'll also go back to a competing studio who'll probably make hundreds of millions dollars off of it. So that's why during the 2010s the market also got flooded by a shit-ton of other, lower-quality Marvel movies, like that Spider-Man reboot or that godawful Fantastic 4 reboot. It's basically just studios panicking and putting something, anything into production in order to secure the rights for another half decade.
In other words: it's mostly just studio politics and contractual disputes that caused Marvel to takeover the fucking world over the last decade and a bit. Well, that and Spider-Man 1 and 2 and a couple of other movies like Iron Man 1 were legit fun, popcorn, blockbuster movies
‘78
I went to comic & game stores all the time. There was a ton of comic books generally — but there were dozens of universes and brands that drove the increase in gross revenue. See image below etc.
This is also a slight distortion of my original query, which was, reformulated:
“What caused the initial surge in marvel movie popularity when the relative popularity of comic books had spent 30+ years collapsing?”
I used some but not all examples to illustrate the general question (few if any successful video games etc.). To be more expansive: in the 1950s as a kid, you had a handful of basic choices for entertainment: 1) outside; 2) inside; 3) books & comic books — with TV on the rise.
1960s: 1) outside; 2) inside; 3) books & comic books; 4) TV.
1970s: 1) outside; 2) inside; 3) books & comic books; 4) TV; 5) arcades.
1980s everything from the 1970s + video games, cable TV, the early internet, VHS home movies, an explosion of IP/brands/concepts on every platform/channel.
1990s everything from the 1980s plus a bunch more stuff (internet, email, chat, pagers, cell phones, etc etc etc).
2000s everything from the 1990s plus social media, modern internet, multiplayer gaming, and on and on and on.
The point isn’t so much the gross sales, but rather the amount of time and “mindshare” that comic books occupied for gen X and millennials. Comic books may have pushed forward into peak consumer era (80s - 00s) with a proliferation of options and a larger market.
But they indisputably competed with a huge increase in options for entertainment (so many it’s impossible to list them by the 2000s). Yet despite there being a massive proliferation of heavily consumed entertainment that wasn’t marvel superheros, marvel flooded the market with movies and, while the movies are bad and barely make a profit, they also do inarguably drive most theater audience in the 2010s.
I’ll go into more detail below. I generally agree that licensing agreements combined with disney merger & consolidation can absolutely explain most of the event — but it doesn’t explain the prominence and mindshare increase (the opposite should have happened). International theater markets do help explain some of it as well (way easier to translate “super hero smash” into 30 languages than Bridge on the River Kwai and no one will get offended).
But even with the more solid explanations we are getting to — it still fails to explain a massive shift in the general direction of entertainment markets, to wit, the 2010s saw “convergence of market optionality” in movies. But throughout history, even through today with older technology such as “books and other written material” (even if digital), the general trend for all recorded history is “divergence of market optionality.”
What the hell does that mean?
If you take a snapshot every generation of the number of available options for anything in any market, and compare across recorded history, in almost every instance, the options of vertical domains (books+movies+TV —> books+movies+TV+games) and the options inside vertical domains (count the number of new “books” you have access to online today and compare it with any point in prior human history) both increase & diverge.
Except a few exceptions. Only one of which I can think of off top of head: tentpole movies for broad audience that includes both kids and teenagers and YA (ie the Star Wars, wizard of Oz, superhero movie option). The “tentpole movie” experienced dramatic convergence in the past 15 years, even while games, TV/steaming, all other entertainment options continued to diverge and multiply.
Just looked this up and it’s consistent with my experience.
While comics peaked as a format in terms of gross sales during gen x being kids/young adults, nearly zero of that is due to gen X & marvel.
Millenials, like my younger brother, a generation substantially larger than gen X are buying comics by the 1990s.
Gross sales peaked then because it’s the only time comic book business had both:
1) two generations buying comics, albeit both generations buying comics at a lower rate than their parents; and
2) there were a lot of different brands / worlds, more so than any individual comic, I do remember the insane proliferation of comic brands in the 1980s. It’s cheap to get a comic book distributed.
Marvel crashes in popularity in 90s with DC overtaking for first time, which makes millennial preference for marvel movies very… curious.
At any rate, the commercial activity lapse license explanation makes sense to me. That language is not unique to marvel deals though.
Every license I’ve ever secured and game production deal I’ve ever signed has included a commercial activity reversion clause, it’s a universal clause (different names) for licensing and production (screenplay options also usually have a similar clause, for example).
I do agree that the timing of marvel deals and disney mergers might be unique and cause both what is observable and what you are describing.
The one thing I can say definitively is there was never a fiscal year prior to there being “too many marvel movies” where “marvel characters” ever pinged on the most valuable IP spreadsheets of any exec in the game business.