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| How Netflix can spawn a Marvel-style Millarworld superhero universe | |
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| Netflix has grand ambitions for Millarworld, the Scottish comic book company it acquired this week. The aim is to repeat Disney’s success with Marvel, where the creator of the Avengers and the Guardians of the Galaxy has become a launchpad for multi-billion dollar film franchises. | Netflix has grand ambitions for Millarworld, the Scottish comic book company it acquired this week. The aim is to repeat Disney’s success with Marvel, where the creator of the Avengers and the Guardians of the Galaxy has become a launchpad for multi-billion dollar film franchises. |
| Here are four ways in which Netflix can make a global success of Millarworld properties including Kick-Ass and Kingsman. | Here are four ways in which Netflix can make a global success of Millarworld properties including Kick-Ass and Kingsman. |
| 1. Create a superhero universe | 1. Create a superhero universe |
| The latest trend in Hollywood is to create a “universe” from a group of characters. Disney has the Avengers ensemble, which includes characters like Captain America, Thor and Iron Man – who also have their own standalone films. This is not about flogging a concept through a series of sequels but building up a series of characters that can flit across multiple films (and probably TV series in the case of Netflix). Warner Brothers is tapping into this approach by expanding its DC Comics heroes – Superman, Batman, Wonder Woman – into a universe under the Justice League banner. Universal is developing its so-called “dark universe” of monster films ranging from The Mummy, the Invisible Man, and Dracula to vampire hunter Van Helsing. | The latest trend in Hollywood is to create a “universe” from a group of characters. Disney has the Avengers ensemble, which includes characters like Captain America, Thor and Iron Man – who also have their own standalone films. This is not about flogging a concept through a series of sequels but building up a series of characters that can flit across multiple films (and probably TV series in the case of Netflix). Warner Brothers is tapping into this approach by expanding its DC Comics heroes – Superman, Batman, Wonder Woman – into a universe under the Justice League banner. Universal is developing its so-called “dark universe” of monster films ranging from The Mummy, the Invisible Man, and Dracula to vampire hunter Van Helsing. |
| Millarworld has so far developed 18 character franchises. Three of these – Wanted, Kick-Ass and Kingsman – have so far made the successful jump to the big screen grossing about $1bn at the box office. Netflix releases films in cinemas but its main business is streaming content to subscribers so it referred to TV series and kids’ shows as well as films. Netflix is banking on Millarworld introducing viewers to a new universe of hitherto unknown worlds – with franchises including Jupiter’s Legacy about a dysfunctional superhero family – that will become household names. | Millarworld has so far developed 18 character franchises. Three of these – Wanted, Kick-Ass and Kingsman – have so far made the successful jump to the big screen grossing about $1bn at the box office. Netflix releases films in cinemas but its main business is streaming content to subscribers so it referred to TV series and kids’ shows as well as films. Netflix is banking on Millarworld introducing viewers to a new universe of hitherto unknown worlds – with franchises including Jupiter’s Legacy about a dysfunctional superhero family – that will become household names. |
| Like Disney’s Avengers Millar says that the “vast tapestry of characters and superteams” all tie together, which Netflix will convert into a range of TV and film projects for its more than 100 million global subscribers. | Like Disney’s Avengers Millar says that the “vast tapestry of characters and superteams” all tie together, which Netflix will convert into a range of TV and film projects for its more than 100 million global subscribers. |
| “Some of the Millarworld comics have been made into some big films. There is some latent awareness of its properties,” said Richard Broughton, analyst at media consultancy Ampere. “But there is a large range of untapped comics yet to translate to TV or big screen. Netflix has a lot of work to do to raise awareness of this alternative intellectual property that are not household names in a way Marvel or DC Comics characters are.” | “Some of the Millarworld comics have been made into some big films. There is some latent awareness of its properties,” said Richard Broughton, analyst at media consultancy Ampere. “But there is a large range of untapped comics yet to translate to TV or big screen. Netflix has a lot of work to do to raise awareness of this alternative intellectual property that are not household names in a way Marvel or DC Comics characters are.” |
| 2. Ensure Millarworld’s output has international appeal | 2. Ensure Millarworld’s output has international appeal |
| Disney had the luxury of building the Marvel hit factory selectively from a world of 5,000 characters, many of whom were not seen worthy of development when the company was acquired for $4bn in 2009. Millarworld is a smaller canvas. | Disney had the luxury of building the Marvel hit factory selectively from a world of 5,000 characters, many of whom were not seen worthy of development when the company was acquired for $4bn in 2009. Millarworld is a smaller canvas. |
| Millarworld’s creations are not well known cinematically on the global stage and it is superbrands like Iron Man, Captain America, Thor and the Avengers that have driven more than $12bn in box office takings alone for Disney. | Millarworld’s creations are not well known cinematically on the global stage and it is superbrands like Iron Man, Captain America, Thor and the Avengers that have driven more than $12bn in box office takings alone for Disney. |
| Well-established brand characters are still no guarantee of success. Ryan Reynold’s Green Lantern, made by Warner Bros, and The Fantastic Four, made by 20th Century Fox, both flopped. | Well-established brand characters are still no guarantee of success. Ryan Reynold’s Green Lantern, made by Warner Bros, and The Fantastic Four, made by 20th Century Fox, both flopped. |
| Matthew Vaughan, director of the hit adaptation of Kick-Ass, said that the sequel “lost a few fans” and there is still no news on Kick-Ass 3 or prequel Hit-Girl making it from comic to screen. Netflix will be hoping that the upcoming sequel to Kingsman proves it has potential as a franchise. | Matthew Vaughan, director of the hit adaptation of Kick-Ass, said that the sequel “lost a few fans” and there is still no news on Kick-Ass 3 or prequel Hit-Girl making it from comic to screen. Netflix will be hoping that the upcoming sequel to Kingsman proves it has potential as a franchise. |
| 3. Talent retention and character development | 3. Talent retention and character development |
| Mark Millar operates Millarworld as something of a collective of creators but the name above the door is his – he and his wife Lucy jointly own the Glasgow-based company. Netflix chiefs have heaped praise on Millar calling him “as close as you can get to a modern day Stan Lee”, the Marvel executive and legendary creator of some of the biggest superheroes in print and film including Spiderman, Iron Man, X-Men, Hulk and Thor. | Mark Millar operates Millarworld as something of a collective of creators but the name above the door is his – he and his wife Lucy jointly own the Glasgow-based company. Netflix chiefs have heaped praise on Millar calling him “as close as you can get to a modern day Stan Lee”, the Marvel executive and legendary creator of some of the biggest superheroes in print and film including Spiderman, Iron Man, X-Men, Hulk and Thor. |
| Millar has proven he has the Marvel midas touch, after an eight year stint at the business. While there, he developed the comic books and story arcs that inspired the Avengers film, Captain America: Civil War and the recent Wolverine movie, Logan. | Millar has proven he has the Marvel midas touch, after an eight year stint at the business. While there, he developed the comic books and story arcs that inspired the Avengers film, Captain America: Civil War and the recent Wolverine movie, Logan. |
| Netflix have a guarantee that Millar and his team will continue to develop new stories and character franchises under the Netflix label, even if they won’t be seeing him relocate to the US anytime soon. The 47-year old, from the town of Coatbridge in north Lanarkshire, said in a recent interview that he visits the US once a year and conducts the rest of his transatlantic business by phone or Skype. | Netflix have a guarantee that Millar and his team will continue to develop new stories and character franchises under the Netflix label, even if they won’t be seeing him relocate to the US anytime soon. The 47-year old, from the town of Coatbridge in north Lanarkshire, said in a recent interview that he visits the US once a year and conducts the rest of his transatlantic business by phone or Skype. |
| 4. Bring in cutting-edge talent to help Millar | 4. Bring in cutting-edge talent to help Millar |
| Disney has proven very canny at identifying creative talent that can give its creations new leases of life. It had scouted Lin Manuel Miranda, the composer and actor behind Hamilton, before he reached global fame with his musical about the founder of America’s financial system. Miranda has co-written songs for the Disney film Moana and will co-star in the studio’s Mary Poppins sequel. Disney was also astute in handing over the Avengers universe to writer-director Joss Whedon. If Millar is willing, Netflix can pull off a similar feat with Millarworld given its proven allure among artists who want more creative flexibility. | Disney has proven very canny at identifying creative talent that can give its creations new leases of life. It had scouted Lin Manuel Miranda, the composer and actor behind Hamilton, before he reached global fame with his musical about the founder of America’s financial system. Miranda has co-written songs for the Disney film Moana and will co-star in the studio’s Mary Poppins sequel. Disney was also astute in handing over the Avengers universe to writer-director Joss Whedon. If Millar is willing, Netflix can pull off a similar feat with Millarworld given its proven allure among artists who want more creative flexibility. |