One reason the MCU is so successful
There are several reasons why the Marvel Cinematic Universe is so successful. It’s a labor of love for many, many brilliant creators operating at the top of their game, and it shows.
I believe one of the key reasons is an aspect of narrative structure that Marvel Studios has executed on better than anyone else in the history of modern blockbuster entertainment. I’m calling it Exponential Intertextuality. Brief note below.
Every time a narrative franchise adds a creative element that interacts with another film/series/game etc. in the same franchise to create meaning, it unlocks a satisfying payoff for the audience, even if it doesn’t further the central plot.
This element can be a narrative beat, an aspect of worldbuilding, or a character detail. If multiple such elements create an intertext meaning with even two other elements then an exponential effect can be unlocked relatively easily in a large narrative franchise.
That said, these elements are strongest when they also enhance causality in the narrative. The Force and the Infinity Stones are great examples - they create endless opportunities for intertextuality while also being central to the plot.
When executed well, this leads to a “network effect of meaning” and the payoff for fans increases exponentially rather than linearly as it would with conventional sequels. This is why the MCU is so far ahead and almost unassailable. It hit Exponential Intertextuality years ago, and the final moments of the recent Loki series on Disney+ are proof of the incredible narrative possibilities that open up because of it.
In my opinion, this effect is so powerful that it can and should be used in the design of new narrative universes. Audiences love seeing a grand pattern emerge since that's what often answers the big questions for them -
Why am I engaging with this story?
What is it adding to my life?
Why should I care?
Hi, I’m Prateek. Some of the things I think about (a lot), and hope to write more about soon: cinematic universes, streaming video, the metaverse, and what the creator economy means in the Indian context. If this sounds interesting, subscribe!
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