Posts Tagged ‘Goofy’

Secret Wars: The Disneyfication of Marvel

Tuesday, January 27th, 2015

In case you have not heard, the Marvel Universe as the world has known it since 1961 is ending. Why not? Death sells. So knock off the whole thing and reboot from scratch. The idea is so original they are calling the event “Secret Wars,” like that was never used before.

The scary thing is that, as much as this smacks of the usual mockery of fan’s intelligence perpetrated by DC Comics, this all makes perfect sense if you have stock in Disney, Marvel’s parent company.

Amazingly it has taken six years for this to happen but Marvel is finally on the verge of being Disneyfied.

What could be more Disney than uniformity? The House of the Mouse is the master of the style guide. Homogeny is the backbone of their marketing genius. Marvel however, though it has a particular identity recognized only by a specific subculture who understand the nuances of the superhero genre, is a mish-mash of styles and continuity that requires a doctorate in nerdgasm to fully grasp.

The development of the Marvel Cinematic Universe has done a wonderful job of solidifying the continuity of a core group of characters for the masses. Now is the time to pull in the rest of the properties and neatly align them so they all make sense to the common folk. Enter Secret Wars where all realities collide and are rearranged into one neat package.

Secret Wars comes complete with a color coded map of the new world that all the Marvel characters will exist in and is named “Battleworld.” It is eerily reminiscent of early maps of the Magic Kingdom in “Disney World.” Could it possibly be the foretelling of a Super theme park west of the Mississippi? Check those land acquisitions in the Navada Desert. More likely is it just mind soap to guide us subliminally into their marketing mouse hole.

And what about that re-use of the Secret Wars name? Does it play into giant marketing scheme to tie in all of Disney’s major properties together under one neat umbrella?

Secret Wars,  Star Wars VII , Captain America: Civil War, Star Wars VIII , Avengers: Infinity War 1,  Avengers: Infinity War 2, and Star Wars IX are all released consecutively over the next five years.

That is a lot of “War” titles all being calcified by a Disney owned video game called “Infinity” (imagine that) that allows players to interact with figurines from all of Disney’s properties  including Pixar, Marvel and Star Wars. An entire generation will unwittingly galvanize the new Disney Empire of properties into a single mega universe.

By 2020 all things Marvel and Star Wars will be “infinitely” as Disney as Donald Duck and Goofy!

A reimagining of the Marvel Universe does one more important thing. It redefines characters that are more than half way to a date with public domain. By 2020 a significant number of major Marvel character’s origin copyrights will be due to expire in less than forty years. New origins will update the characters with current audiences and extend the copyright of the new origin 95 years!

Oh, and if you think Marvel an Disney won’t be putting the screws to Fox during all of this, think again. Expect to see familiar mutants suddenly becoming transcended Inhumans and the Fantastic Four innocuously bottled up till Fox finally caves in on their deal.  New continuity can take all of those Fox held characters right out of the timeline with no argument and completely derail their profitability as film franchises.

The Emperor rules the Universe and the Emperor is a mouse.

Gerry Giovinco


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