Building the Marvel Cinematic Universe - Phase One

The Genesis of Greatness: Building the Marvel Cinematic Universe - Phase One

Before the Marvel Cinematic Universe (MCU) was a global phenomenon, it was a bold gamble. In the early 2000s, Marvel Entertainment, facing financial struggles, decided to leverage its vast library of comic book characters in a new way. Rather than licensing out properties to other studios as they had been doing for decades, they formed Marvel Studios, aiming to produce their own films and build an interconnected cinematic universe.

The Vision: A Shared Universe

The core idea was revolutionary: to create a cohesive narrative across multiple films, culminating in a crossover event. This wasn't just about making superhero movies; it was about building a cinematic universe that mirrored the interconnected world of Marvel Comics. Kevin Feige, then a relatively unknown producer, was instrumental in shaping this vision. He understood the importance of staying true to the source material while crafting compelling stories for a broad audience.

The Gamble: Self-Financing and Distribution

Marvel Studios took a significant risk by self-financing their films. They secured a $525 million loan from Merrill Lynch, using their character rights as collateral. This allowed them creative control but also placed immense pressure on the success of the films. Distribution was handled by Paramount Pictures, a partnership that would prove crucial in getting these films into theaters.

The Films of Phase One: Building the Foundation

1. Iron Man (2008): The Spark That Ignited the Universe

   • Background: "Iron Man" was a risky choice to launch the MCU. While a relatively popular character, he wasn't as widely known as Spider-Man or the X-Men. Director Jon Favreau, known for his work on "Elf," was chosen to helm the project, and Robert Downey Jr., whose career was experiencing a small resurgence, was cast as Tony Stark.
     
     
   • Story: The film follows Tony Stark, a brilliant but arrogant arms manufacturer, who is captured and forced to build weapons for terrorists. During his captivity, he builds a powerful armored suit to escape. Upon returning home, he decides to use his technology for good, becoming Iron Man.
     
     
   • Impact: "Iron Man" was a critical and commercial success, exceeding expectations. Downey Jr.'s charismatic performance and the film's blend of action, humor, and heart resonated with audiences. The post-credits scene, featuring Samuel L. Jackson as Nick Fury, hinting at a larger universe, was a game-changer.
     
     
   • Behind the Scenes: Downey Jr. improvised many of his lines, adding to the film's naturalistic feel. The practical effects and CGI blended seamlessly, creating a believable armored hero.
     
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2. The Incredible Hulk (2008): A Different Shade of Green

   • Background: After Ang Lee's 2003 "Hulk," which was before the MCU, Marvel wanted a more action-oriented and connected film. Edward Norton was cast as Bruce Banner and was heavily involved in the film's development.
     
     
   • Story: The film tells the story of Bruce Banner, a scientist who becomes the Hulk after a gamma radiation experiment goes wrong. He is pursued by the military, led by General Thunderbolt Ross, and faces a powerful adversary in Emil Blonsky, who transforms into the Abomination.
     
     
   • Impact: "The Incredible Hulk" was moderately successful but didn't achieve the same level of acclaim as "Iron Man." While it expanded the MCU by introducing General Ross and hinting at S.H.I.E.L.D., it felt somewhat disconnected from the other films.
     
     
   • Behind the Scenes: Norton's involvement led to creative clashes with Marvel, resulting in him being replaced by Mark Ruffalo in later films. The film's tone was darker and more serious than "Iron Man."
     
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3. Iron Man 2 (2010): Expanding the World

   • Background: The success of "Iron Man" led to a quick sequel. Favreau returned to direct, and Downey Jr. reprised his role. Scarlett Johansson joined the cast as Black Widow, and Don Cheadle replaced Terrence Howard as James Rhodes/War Machine.
     
     
   • Story: Tony Stark faces new challenges, including the threat of Ivan Vanko/Whiplash, who seeks revenge against the Stark family. He also deals with the government's attempts to seize his Iron Man technology and struggles with the palladium poisoning from his arc reactor.
     
     
   • Impact: "Iron Man 2" was another commercial success, further establishing the MCU. It introduced key characters and expanded the world by showcasing S.H.I.E.L.D.'s involvement and the growing threat of super-powered individuals.
     
     
   • Behind the Scenes: The film's production was rushed, leading to some script issues. However, the action sequences and character development were well-received.
     
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4. Thor (2011): Bringing Mythology to the MCU

   • Background: "Thor" was a significant departure from the grounded realism of the "Iron Man" films. Director Kenneth Branagh, known for his Shakespearean adaptations, was chosen to bring the mythical world of Asgard to life. Chris Hemsworth was cast as Thor and Tom Hiddleston as Loki.
     
     
   • Story: The film follows Thor, the arrogant prince of Asgard, who is banished to Earth by his father, Odin. He must learn humility and earn back his powers to stop his brother, Loki, from seizing the throne.
     
     
   • Impact: "Thor" was a critical and commercial success, proving that the MCU could handle fantastical elements. Hemsworth's portrayal of Thor and Hiddleston's charismatic Loki were highlights.
     
     
   • Behind the Scenes: Branagh's influence brought a sense of theatricality to the film. The visual effects were crucial in creating the stunning world of Asgard.
     
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5. Captain America: The First Avenger (2011): A Hero From the Past

   • Background: "Captain America" was set during World War II, providing a historical context to the MCU. Chris Evans, who had previously played the Human Torch in  Fox's "Fantastic Four," was cast as Steve Rogers.
     
     
   • Story: The film tells the origin story of Steve Rogers, a scrawny but patriotic young man who is transformed into the super-soldier, Captain America, during World War II. He battles the evil organization HYDRA, led by the Red Skull.
     
     
   • Impact: "Captain America" was a well-received period piece that introduced a classic hero to the MCU. Evans' performance was praised for capturing the character's integrity and idealism.
     
     
   • Behind the Scenes: The film's period setting required extensive set design and costume work. The visual effects were used to convincingly transform Evans into the pre-serum Steve Rogers.
     
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6. Marvel's The Avengers (2012): The Culmination of a Vision

   • Background: "The Avengers" was the culmination of Phase One, bringing together the heroes from the previous films.  Director Joss Whedon, known for his work on "Buffy the Vampire Slayer," was chosen to helm the project.
     
     
   • Story: Loki returns to Earth, seeking to conquer it with an alien army. Nick Fury assembles the Avengers—Iron Man, Captain America, Thor, Hulk, Black Widow, and Hawkeye—to stop him.
     
     
   • Impact: "The Avengers" was a massive critical and commercial success, breaking box office records. It proved that a shared cinematic universe was not only viable but also incredibly profitable.
     
     
   • Behind the Scenes: Whedon's writing and directing brought a sense of humor and camaraderie to the team. The film's epic battle sequences were groundbreaking.
     
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The Legacy of Phase One

Phase One established the MCU's formula for success: compelling characters, well-crafted stories, and a grand, interconnected narrative.  It proved that superhero films could be more than just standalone adventures; they could be part of a larger, more ambitious cinematic universe.

Want to see the full MCU Timeline and Chronological Watch Order? We've got you covered in our Marvel Cinematic Universe: The MCU's Chronological Timeline (& Watch Order) guide here.