The New and Improved Transmedia Storytelling of Marvel Comics

Henry Jenkins has layed out a set of basic characteristics and components for what he calls transmedia storytelling.  According to Jenkins, "Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience."  It is storytelling created by horizontally integrated media companies, which is oftentimes encyclopedic, and built off of the creation of entire fictional worlds.

Transmedia storytelling is something that is becoming increasingly popular.  In a culture that is becoming driven by consumption and consumers that are, more and more, accessing media in a variety of ways, it is something that is becoming almost necessary for the ongoing success of a franchise.  To exemplify this, let's take a look at Marvel Comics.

Marvel Publishing Inc., which most people will recognize for their characters such as Spider-man and Iron-man, are increasingly making use of such transmedia storytelling, and becoming very successful in doing so.  Marvel began primarily as a comic book publisher, but in recent years have extended their brand into television, film, video games, toys, and more.  They have developed characters and storylines and worlds across all of these platforms to the point where it is encyclopedic (Marvel Comics Database).

Up until recent years however, much of this storytelling on Marvel's part has been disjointed, with special regard to the relationship between movies and comic books.  Many of their movies were being released not in canon with other movies or comics.  Each one existed as it's own separate entity, or as a direct retelling from an already existing comic book.  And even within the comic books there exist a multitude of realities, unrelated to one another.

Now, however, Marvel has become more aware or more skilled at transmedia storytelling.  A few years ago, they launched a massive reboot of movies based on their characters, including Iron-man and the Incredible Hulk, with future plans of releasing movies based on Thor, Captain America, and Ant-man.  They are even planning to release new Spider-man films, so that the character can be part of the rebooted canon.  

And all of these movies are intertwined.  They may not feature all of the same characters, but through cameos and other storytelling devices, it has been made apparent that all of the events in these movies are taking place in the same fictional world.  With the reboot of these movies, Marvel has also had launched new comic book series' and created video games that are meant to expand on story.  They even have plans on making an Avengers movie, which would take all of the characters from the above mentioned films and put them all in the same film.

They are doing all of this through following the basic guidelines put forth by Henry Jenkins, and they are staying very successful because of it, in spite of waning comic book sales.  They have learned to reach a variety of audiences through a variety of mediums, without abandoning any particular medium.  And all the while they are able to make each individual piece of fiction coherent and enjoyable, regardless of the platform.  Because of this, I think Marvel exemplifies how good transmedia storytelling is something that is and will continue to be important for the success of many forms of fictional media.