When Marvel took the stage at The Walt Disney Company’s upfronts earlier this week, their presentation was noticeably different.
For years, Marvel has used its streaming series as extensions of its films, weaving together stories, characters, and overarching narratives across platforms. The upfront presentations typically featured many of the franchise’s biggest stars.
ANAHEIM, CALIFORNIA – AUGUST 24: President of Marvel Studios Kevin Feige took part today in the Walt Disney Studios presentation at Disney’s D23 EXPO 2019 in Anaheim, Calif. (Photo by Jesse Grant/Getty Images for Disney)
In 2023, however, everything changed.
Marvel’s Television Pivot
With Bob Iger back at the helm and Disney focused on profitability, Marvel announced that it was overhauling its television production process.
Photo: Getty Images
Instead of making streaming series that were essentially elongated movies, Marvel began to focus on shows that could be serialized and continued for multiple seasons. Additionally, the studio leaned into traditional television infrastructure, including the use of show bibles and showrunners.
The first fruit of Marvel’s new streaming strategy was Daredevil: Born Again, which underwent a creative overhaul halfway through production. When the show finally debuted earlier this year, it was lauded by critics and fans alike.
According to Marvel’s head of streaming, Brad Winderbaum, the show’s success was tangible online.
“It’s given us the confidence of making the show annually into the future,” he said.
Photo: Marvel
Perhaps it was not surprising, then, that Cox led Marvel’s upfront presentation.
What About ‘Ironheart’ and ‘Wonder Man’
Overall, 2025 will be a year of transition for Marvel television. While Daredevil: Born Again is the first fruit of Marvel’s new streaming strategy, Ironheart and Wonder Man are remnants of the old model.
Photo: Empire
The question, then, is how much Marvel even cares about their success. Interestingly, Disney is essentially dumping Ironheart on streaming, releasing the first three episodes at once.
Photo: Marvel
How the studio handles the release of both shows will be very interesting.
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