Take Success and Challenges of the Marvel Cinematic Universe-Taking MCU As an Example

As one of the defining cultural phenomena of the 21st century, the Marvel cinematic universe employs meticulously crafted narrative strategies that generate emotional engagement among audiences through inter-film character collaborations and long-term storytelling arcs.At the same time, it innovatively integrates elements of science fiction, comedy, action, and special effects, transcends cultural barriers through the universal value proposition of "justice triumphs over evil," and leverages mature industrial production to establish itself as a benchmark for commercialization within the global film and television industry.However, in recent years, due to the depletion of creativity, which has led to audience aesthetic fatigue, and the lack of new roles to take over after the retirement of core characters, Marvel movies have hit a bottleneck, with box office declines and polarized word-of-mouth.This article analyzes its successful performance and logic, as well as the reasons for the bottlenecks this year, through case studies, and explores the implications for China's film and television industry.