Marvel-ous new strategy?

(Man, I write hilarious headlines.)

Rumors on the web are that the film arm of  Marvel Comics will start making 10 minute teaser adventures for less known comic characters–Ant Man and Luke Cage seem likely prospects–that would play before their theatrical feature films, so as to introduce these characters to wider audiences and provide a tool to gage interest in same.

Older rumors that Marvel was planning to look at more mid-grade movies once the current series of big budget films ends after Thor, Captain America and The Avengers hit movie screens over the next two years.  It would be a little bonus that would recall the days of cartoons and newsreels and shorts before films, and be smart advertising at the same time.  I’m sure Marvel would be happy to make a bunch of cheaper films that did as well as, say, the Blade movies, also based on a rather obscure Marvel character from their old Tomb of Dracula comic.

I hope they go this route, although with Thor and Cap already due to hit movie screens next summer, it is hard to imagine that they would have anything like this done by then.  Maybe before the Avengers movie in 2012,  which will be up against a slew of other superhero movies, including Sony’s new Spider-Man revamp and whatever DC actually gets made.  My vote, unsurprisingly, would be for a Luke Cage short, although what I really want is the ’70s Cage with the yellow shirt and metal headband shot in the fashion of a blaxploitation film.  So, you know, I won’t be holding my breath.

This reminds me that I’ve been planning for a loong time to write an article on how I’d personally shore up (or end up torpedoing) Marvel’s rather blah attempts at DTV animated films.  Maybe I’ll finally get around to that this week.

  • BeckoningChasm

    I think you should probably prepare yourself that, should a Luke Cage movie be produced, the studio will probably go the “Jonah Hex” route (no matter that that film bombed rather badly).

  • I think the idea of doing lesser-known superheroes is flawed from the get-go. You’re not gong to get a director who cares about the character. You’re not going to get an audience who knows about the character. The result is going to be that the very first Ant-Man movie is going to be sucky on a level normally only reached by the 3rd or 4th film in a superhero series, because the film team is going to want to jazz up or hokey-up the character and no one will have any emotional investment. Hell, even I don’t have any emotional investment in Ant-Man or Luke Cage.

    But since I don’t respect Thor or the Avengers either maybe I’m the wrong audience all along.

  • Rock Baker

    They could always try a serial, with a chapter before each Marvel film. I mean, as long as their doing one-reelers, right?

    Didn’t bother with Jonah Hex. Pop went to see it (my brother’s gift to him for Father’s Day) and didn’t like it at all. But at least it was short and they got his face right.

    Since I grew up with the DC characters on TV, I’m much more a fan of DC than Marvel, but if Batman is the only one they can get right (recently) I may drop all of it. I just can’t get excited about Captain America’s feature (I can’t convince myself they won’t screw it up) and, frankly, I just don’t care about Thor.

  • Well, Edgar Wright is already attached to Ant Man, and he’s a pretty good filmmaker. I actually think a lot of filmmakers have affection for some odd characters, so finding good directors would not be much of a problem. And again, the Blade series did pretty well (as did Men in Black, etc.), and he was a completely unknown character. And really, it’s not like Iron Man was really that well known by the public at large.

    Indeed, Iron Man did a lot better than the Hulk movie, despite the latter being a MUCH better known character. We’ll see how the Thor and Cap movies do. The best thing Marvel can do is keep the quality control up. Who knows, maybe Del Toro wants to make a Dr. Strange movie.

  • fish eye no miko

    Ant-Man, Thor, Luke Cage, blah, blah… just tell when when Deadpool‘s coming out!
    (er, not you, personally, Ken…)

  • BeckoningChasm

    I wonder how successful Marvel thought the first Iron Man film would be – were they expecting it to be as big as it was? I’d be curious, and also curious to know if its success might have set their mouths watering prematurely.

    One thing the first Iron Man film had that very, very few films nowadays have – excellent word of mouth. I don’t think I’ve seen that with any Summer movies in recent memory, mostly the talk is “Well, it could have been worse.”

    So, if they can keep up the QUALITY on Thor and Cap, minor folks like Ant-Man and Luke Cage might be successful. Maybe. I honestly wouldn’t go see either unless someone told me they were just stunning films, and even then…

  • Fish Eye, have you seen the Hulk vs. Wolverine / Thor DVD? Two separate, shorter animated films. The Wolverine one involves the Weapon X crew, including Deadpool. I’m not really conversant with him, but I have to admit he is hilarious there.

  • BC — Yeah, but if they were more modestly budgeted–say, in the $40-50 million range, they wouldn’t have to draw Iron Man sized audiences to make money.

  • John Nowak

    It’s a very exciting idea. Hollywood is addicted to high-risk crapshoots, and lower cost projects have less inherent risk.

  • fish eye no miko

    @Ken Begg: Re: Hulk Vs. Wolverine: Yeah, I’ve seen it. Pretty cool. “Could you give me a hand? … I’ll get it…”

    BeckoningChasm said: “One thing the first Iron Man film had that very, very few films nowadays have – excellent word of mouth. I don’t think I’ve seen that with any Summer movies in recent memory”

    I guess it’s not a summer movie, but How to Train Your Dragon was originally considered a failure until word of mouth sent it to the #1 spot in its fifth week, and it continued to do well for some time. In some places (like where I live), it as still in first run theaters for months.

  • tim

    they originally were saying avatar was a failure too, when it only did 77 million its first week. one of the most annoying trends that bugs me so much is how they make a huge deal if the box office is down from the same weekend a year ago. it doesn’t matter how much money the movies released make near as much as the profit margin on them.
    some of the marvel DTV cartoons have been ok. dr strange was decent, the first ultimate avengers, and planet hulk were all very good. iron man was just decent. the animation was top rate but the script and voice acting were really bad.
    to me, they seem perfunctory. “oh, dc is doing direct to video cartoons more? I guess we do too. get someone on that.”

  • Plissken79

    I think it sounds like a fun idea, perhaps She-Hulk could make an appearance in one of them.

    As for Sandy the Red, we know what kind of superheroes he likes, Yuri Gagarin, Andrei Stekhanov, Georgi Zhukov, Vladislav Trediak, Boris Spassky, Nikolai Yezhov, Andrei Gromyko, Leon Trotsky…

  • Luke Blanchard

    Does it make sense to suppose that cinemas might play the teaser adventures? Wouldn’t it mean fewer sessions?

  • Fish Eye — Yeah, that was funny, but I really laughed when Deadpool and Wolverine are running about two feet in front of the enraged Hulk and Deadpool goes, “I think we lost him!”

  • fish eye no miko

    Ken Begg said: “Fish Eye — Yeah, that was funny, but I really laughed when Deadpool and Wolverine are running about two feet in front of the enraged Hulk and Deadpool goes, ‘I think we lost him!'”

    Yeah!
    “We’re pleased to have you back, Logan. We put considerable time and money into you…”
    “And pointy things!”

    And Ryan Reynolds brought a little of that to the live action version, before what they did to him at the end.
    “You pull a couple of swords out at your ex-girlfriend’s wedding and people never forget you.”