How does the Marvel Cinematic Universe function as reactive storytelling?

Abstract

This thesis examines the Marvel Cinematic Universe (MCU) as an example of
reactive storytelling, a method of studio production and narrative development that is subject to evolve as a response to audience reception, industry trends, and corporate strategy. Through a mixed methods approach combining textual analysis, archival research, semi-structured interviews and questionnaire responses, this study explores the MCU’s methods and ability to sustain long-form stories while adapting to everchanging cultural and commercial landscapes.

This research introduces the concept of the ‘Assembled Idea’ — an extension
of Ian MacDonald’s (2016) theory of the ‘Screen Idea’, developed to account for the iterative, franchise-wide storytelling of the contemporary cinematic universe.
MacDonald’s original framework describes how concepts and storytelling direction within a project are fluid and reactive, in which ‘seeds’ of ideas are nurtured and developed or left aside in favour of those with more potential. While the Screen Idea primarily addresses the creative processes behind individual films and serial television, the Assembled Idea expands and modernises this theory, applying it to the transmedia, long-form production model characteristic of the MCU and the broader franchise driven landscape of twenty-first century cinema.

By exploring the MCU’s evolution across production phases, this study
identifies key patterns in its storytelling methodology, the role of fan engagement and the strategic reframing and ‘retconning’ of narrative elements. Moreover, the research considers how media convergence and intertextuality reinforce an audience's relationship with a studio, through rewarding long-term engagement and investment in the universes extended materials. Ultimately, this thesis posits that the MCU’s success is defined by its ability to balance structured long-term planning with the flexibility to adapt and course-correct, ensuring its longevity and continued relevance in a competitive landscape.

Date of Award	2025
Original language	English
Awarding Institution	Canterbury Christ Church University