Research and Analysis of Hollywood Film Mode: Taking Marvel

Comics Film as an Example

Hanyi Lyu

SILC Business School, Shanghai University, Shanghai, China

Keywords: Hollywood Film Business Model, Marvel Cinematic Universe, Transmedia Storytelling, Intellectual Property

Operation.

Abstract: Hollywood occupies a dominant position in the global film industry, and its mature business model and

innovative operation mode make it the center of the global film market. The rise of Marvel movies and its far-

reaching impact on the film industry make it an important case study of Hollywood film business model. This

paper aims to explore the operation mechanism of Hollywood film business model, take Marvel film as an

example, analyze the key factors behind its success, summarize the core characteristics, conduct an in-depth

analysis through the case of Marvel Cinematic Universe, and quantitatively analyze the commercial value by

combining the box office, derivative income and other data.

1 INTRODUCTION

The Hollywood film industry has gone through many

stages from the silent film era to the golden age and

to the current global expansion. At the beginning of

the 20th century, Hollywood studios established a

leading position in the global film market by

establishing the studio system and improving the

production process. Today, the Hollywood film

industry relies not only on high-quality production,

but also on global market expansion, franchising and

cross-media storytelling. The New Hollywood period

is an important turning point for the Hollywood film

industry. Ross research points out that this period

witnessed the rise of the blockbuster business model.

The Godfather, Jaws, Star Wars and other films

established a new production and marketing

paradigm, and adopted strategies such as large-scale

production budget, extensive theatrical release, and

enhanced marketing, which laid the foundation for

the subsequent Hollywood blockbuster business

model.

Hollywood film business model includes content

production, distribution channels, marketing strategy

and derivative product development and other core

elements. Marvel Cinematic Universe (MCU), with

its sophisticated business planning and global layout,

is the best-case study of Hollywood film business

model. This study focuses on analyzing the success

logic of Marvel films and exploring its enlightenment

to the film industry.

This study adopts the method of literature review

and case analysis, refers to a large number of research

results on Hollywood film business model, and

deeply analyzes the Marvel film business model

through data analysis. The research covers many

aspects such as film production, distribution,

marketing, box office revenue, and derivative product

development.

2 OVERVIEW OF HOLLYWOOD

FILM BUSINESS MODEL

2.1 Theoretical Framework of Film

Business Model

According to the research business models are a

dynamic system with continuous evolution, involving

three core elements of value creation, value

transmission and value capture (Demil et al, 2015).

The development of Hollywood film business model

also conforms to this framework.

Film producers reach global audiences through

well-known IP and high-quality production. For

example, Marvel superhero series, whose strong IP

influence lays a broad audience base for movies, and

high-quality production ensures that audiences have a

240

Lyu, H.

Research and Analysis of Hollywood Film Mode: Taking Marvel Comics Film as an Example.

DOI: 10.5220/0013989300004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 240-244

ISBN: 978-989-758-778-8

good viewing experience, thus continuously creating

value and stimulating audience interest and desire to

consumption. Multi-channel distribution, such as

theatrical release, streaming, DVD, and derivative

sales. Taking Disney as an example, it not only

releases movies in theaters on a large scale but also

expands communication channels through its

streaming platform Disney+, so that audiences can

enjoy movie content in a variety of ways. Meanwhile,

derivative sales further extend the value transmission

chain and enhance brand influence and user

engagement. Monetization through multiple revenue

streams such as box office, advertising partnerships,

and licensed merchandise. Hollywood films

maximize capture value by diversifying revenue

channels. For example, the Avengers series films

have achieved high box office worldwide, and at the

same time, it has carried out advertising cooperation

with many brands. Its authorized products, such as

toys, clothing and stationery, also sell well all over

the world, bringing huge profits to the film industry.

The optimization of these three elements in the

MCU has made it one of the most successful film

series in the world (Demil et al., 2015).

2.2 Classic Blockbuster Business Model

Evolution

According to Ross, the core features of blockbuster

movies include. For example, the production cost of

Star Wars is much higher than that of other films of

the same period (Ross, 2020).

A large opening that reaches theaters nationwide

or even globally (Harrison et al., 2019). Through

large-scale releases, films can gain high exposure and

wide market coverage in a short period, attract more

audiences to cinemas, and create higher box office

revenue.

Including TV advertising, product licensing,

peripheral products, etc. (Leung & Qi, 2023) Through

comprehensive and multi-level marketing activities,

we can enhance the visibility and influence of the film

and stimulate the audience's desire to watch the film.

Meanwhile, the development of commodity licensing

and peripheral products can further expand the

commercial value of the film. Enhance the viewing

experience and make the film more compelling. With

the development of film technology, visual special

effects are more and more widely used in movies,

which can bring shocking visual enjoyment to the

audience and enhance the entertainment and

appreciation of movies. Select well-known actors or

directors to enhance market appeal (Jackson,

Thompson, & Cole, 2015). Well-known actors or

directors often bring more attention and an audience

flow to a film, and their market appeal and

professional quality can improve the quality and

influence of a film.

3 MARVEL CINEMATIC

UNIVERSE BUSINESS MODEL

ANALYSIS

3.1 Content Production and Creative

Strategy

The MCU has shown unique advantages and

innovative strategies in content production. Marvel

Comics has long accumulated many well-known

superhero IPs, such as Iron Man, Captain America,

Spider-Man, etc., which have a large fan base and

deep cultural influence. The Marvel Cinematic

Universe has taken advantage of this wealth of IP to

adapt characters and stories from comic books into

movies that ensure both quality content and fan

interest. The brand effect makes audiences highly

recognize and expect Marvel movies, forming a good

reputation and market foundation. The MCU uses

unified visual style and narrative logic to build a large

and coherent cinematic world. In terms of visual

style, from scene design, and costume modeling to

special effects production, it maintains high

consistency and recognition, so that the audience can

feel the integrity when watching different movies. In

terms of narrative logic, a complete story system is

formed by the way that multiple movies are related

and echoed with each other (Yu, K. 2023). For

example, the Avengers series brings together many

superhero stories to show the process of heroes'

assembly and battle and enhance the coherence and

attractiveness of the story.

The MCU continues to explore innovative

creative development and storytelling. On the one

hand, based on traditional superhero films, more

elements, such as science fiction, adventure, comedy,

love, etc., are integrated to enrich the content and

expression of the story. On the other hand, multi-line

narrative, time and space interweaving and other

techniques are adopted to enhance the complexity and

interest of the story, so that the audience can obtain a

novel experience in the process of watching.

Research and Analysis of Hollywood Film Mode: Taking Marvel Comics Film as an Example

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3.2 Transmedia Narrative and

Diversified Expansion

Transmedia storytelling is a key part of the MCU

business model. The MCU is not limited to movies

but is also expanding to other media platforms to

achieve multi-platform content layout and synergies.

For example, relevant TV series, animation, comics,

games and other forms of work will be launched to

complement and echo the movies, expand the story

space and character background, and deepen the

audience's understanding and love of the Marvel

Cinematic Universe. The TV series Agents of

S.H.I.E.L.D is closely linked to the film, further

enriching the Marvel Cinematic Universe worldview

and character relationships (Zhang, Y. 2023).

The MCU has achieved great success in

derivative product development and commercial

value extension. There are a variety of derivative

products, including toys, clothing, accessories,

stationery, household goods, etc., covering almost all

consumer fields related to movies. These spin-offs

not only give consumers more choice but also

generate significant revenue for the Marvel

Cinematic Universe. Marvel cooperates with many

well-known brands to launch co-branded products

and uses brand influence and marketing channels to

increase awareness and sales of derivative products.

3.3 Global Market Expansion and

Cultural Integration

The MCU is taking an aggressive approach to

expanding the global market. The MCU uses a global

production and distribution strategy to ensure wide

distribution and high box office returns around the

world. In terms of production, it gathers

internationally renowned actors, directors and

production teams to enhance the quality and

international influence of films. In terms of

distribution, we will cooperate with major

distributors around the world to carry out large-scale

releases in different countries and regions and

formulate targeted marketing strategies according to

different market characteristics and cultural

backgrounds to attract more audiences (Iyer, S.

2024).

The MCU focuses on cultural integration and

localization to make movies more acceptable and

loved by audiences in different countries and regions.

In terms of story content and character shaping, it

integrates various cultural elements to show the

charm of multi-culture. In terms of marketing and

publicity, according to the cultural characteristics of

different regions and audience preferences, local

marketing activities should be carried out to shorten

the distance from the audience and enhance the

affinity and attractiveness of the film.

4 DATA ANALYSIS AND

BUSINESS VALUATION

4.1 Box Office Data Analysis

By collecting and analyzing the box office data of

each movie in MCU, this paper analyzes its

commercial performance and factors.

The global box office of the MCU has shown

steady growth and high stability, with several films

among the highest grossing films in the world, such

as Avengers: Endgame, which became the highest

grossing film of all time with over $2.7 billion. The

overall box office performance is excellent, showing

strong market influence and audience appeal, proving

the effectiveness and competitiveness of its business

model in the global film market.

When analyzing the box office data of different

regions, we can see that the acceptance and love of

the Marvel Cinematic Universe are high in major

movie markets such as North America, Europe and

Asia, but there are some differences. As a traditional

film consumption market, the North American market

contributes steadily to the Marvel Cinematic

Universe and has a high box office. The audience has

a deep emotional foundation for superhero movies

and a high aesthetic standard. In the Asian market,

especially in China, Japan, South Korea and other

countries, the Marvel Cinematic Universe has also

won a large number of audiences love and support,

with remarkable box office results and continuous

release of market potential.

4.2 Analysis of Derivatives Revenue

Derivative revenue is an important indicator of the

commercial value of the MCU. The MCU derivatives

market has a rich and diverse structure, covering toys,

clothing, accessories, stationery, household goods

and other sectors, with relatively balanced revenue

distribution in each sector, forming a diversified

revenue pattern. Toy products attract many

consumers, especially children and teenagers, by

virtue of film character image design and functional

innovation and become an important source of

derivative income; Fashion products such as clothing

and accessories are targeted at a wider range of

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consumer groups (Xu, T. T. 2023). Through fashion

design and brand effect, the added value of products

and market competitiveness is enhanced, which

brings considerable income to the Marvel Cinematic

Universe.

The MCU derivative development strategy

focuses on innovation and quality, designing unique

and attractive derivative products based on movie

themes and character characteristics, and

collaborating with well-known brands to increase the

awareness and sales of derivative products through

their marketing channels and brand influence. The

market feedback is good, and consumers have a high

degree of recognition and purchase intention for

Marvel derivatives, which proves the effectiveness

and market adaptability of its derivatives

development strategy and further enhances the

commercial value and market competitiveness of

MCU.

5 INSPIRATION AND

INFLUENCE OF THE

BUSINESS MODEL OF THE

MCU

5.1 Enlightenment to the Film Industry

Business Model Innovation

The MCU business model has many implications for

the film industry. The film industry should pay

attention to IP mining and operation and build a brand

with strong influence and market value. Through

careful cultivation and maintenance of IP, it has

become the core competitiveness of movies and the

emotional bond of audiences. For example, the MCU

has continuously launched high-quality film works,

strengthened its brand image and achieved long-term

stable development based on the IP of Marvel Comics

(Iyer, S. 2024).

The film industry needs to actively expand cross-

media narrative channels and diversified business

areas to build a complete cultural industry ecosystem.

Through the multi-platform content layout and

synergistic effect, the story content and expression

form will be enriched to attract more audiences and

consumers. Meanwhile, the development of

derivative products and the extension of commercial

value will improve the profitability and market

competitiveness of the film industry.

The film industry should actively explore the

global market, formulate global production,

distribution and marketing strategies, and increase the

international influence and market share of films. At

the same time, it pays attention to cultural integration

and local expression, so that films can be more easily

accepted and loved by audiences with different

cultural backgrounds and promote cultural exchange

and communication of films. Consistency of style is

very important. Note the spacing, punctuation and

caps in all the examples below.

5.2 Impact on the Global Film Industry

Landscape

The success of the MCU business model has had a

profound impact on the global film industry. Leading

the transformation and development trend of the film

industry's business model. The MCU business model

provides new ideas and examples for the development

of the global film industry, leading the film industry

to transform from the traditional single film

production and distribution model to a diversified,

cross-media and global business model. Drawing on

the MCU experience, more and more film companies

are strengthening IP operations, promoting cross-

media narratives, expanding global markets, and

promoting innovation and development of the film

industry (Zoey, C. 2025).

Changing the competitive landscape and balance

of power in the global film market. MCU's

outstanding performance in the global film market

makes it occupy an important position in the

competition pattern of the film industry, causing

certain competitive pressure on other film companies

and national film industry, prompting all parties to

actively adjust their strategies and enhance their

strength, promoting the competition in the global film

market to become more intense and diversified, and

promoting the optimal allocation of resources and

innovative development of the film industry.

6 CONCLUSION

This study deeply analyzes the Hollywood film

business model and explores its successful experience

through the MCU. It is found that the modern

blockbuster model relies on key factors such as value

creation, marketing and IP expansion. With the

advantages of strong IP foundation and brand effect,

innovative content production and creative strategy,

cross-media narrative and diversified expansion,

global market expansion and cultural integration,

MCU has built a unique and efficient business model,

which has achieved great success in the global film

market and provided valuable inspiration and

Research and Analysis of Hollywood Film Mode: Taking Marvel Comics Film as an Example

243

reference for the business model innovation and

development of the film industry. With the further

development of streaming media and the global

market, the film business model will continue to

evolve in the future, and the successful experience of

the MCU is of great reference value to the global film

industry, which will promote the film industry to

continuously explore and create new business models

to adapt to the changing market environment and

audience needs, and achieve sustainable development

and prosperity.

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