Marvel,à l’image d’un super-héros. Beaucoup connaissent la marque mais combien sont capables de nous raconter son histoire ?
Marvel : Le commencement
Si je vous dis Timely Comics ou encore Atlas Comics voyez-vous de quoi je parle ?
Oui, ce sont bien les anciens noms de Marvel qui se sont succédés entre la création en 1939 et la décision de renommer la marque, comme on la connaît aujourd’hui, en 1961.
De 1931 jusqu’au début des années 1990, ces supers héros et leurs créateurs ont mené une vie paisible. A l’époque Marvel était uniquement un éditeur de bandes dessinées qui était en concurrence avec un autre géant du milieu, DC Comics.
Cette concurrence a toujours été saine et a permis aux créateurs de chez Marvel de trouver dans leur concurrent une source d’inspiration et de motivation. Martin Goodman, le créateur de Marvel, a cependant cherché à se différencier de la concurrence en créant des héros qui seraient beaucoup plus proche des lecteurs, des héros « humains ». N’avez-vous jamais rêvé de vous faire mordre par une araignée pour devenir Spider Man ? S’exposer aux rayons gamma et devenir Hulk ? (À ne pas reproduire à la maison).
Ces supers héros étaient pour la plupart des êtres ordinaires, ce qui inconsciemment facilite la projection dans le personnage.
Vous avez peut-être tous voulu naître Superman mais je pense que vous savez déjà que vous n’êtes pas d’une autre planète non ? Le positionnement est donc différent de celui de DC Comics.
Une période de trouble : La réponse de Marvel
Une structure mère apparaît au début des années 1990 : Marvel Enterprise . Elle est sous divisée en plusieurs catégories :
– L’édition papier et numérique (Marvel Comics) qui est leur activité première
– Le licensing avec plus de 5000 licences déposées (concernant leurs super héros et tout leur univers)
– Les programmes pour la télévision mais aussi les productions cinématographiques ( Marvel Studios, Marvel Animation, Marvel Productions)
A la fin de l’année 1996, la faillite de Marvel l’obligera à revendre sa production de films à Saban Entertainments. Pour sortir de cette situation de crise, la compagnie se verra rachetée par Toy Biz, une firme de fabrication de jouets. Ce rachat sera l’occasion de se diversifier un peu plus, puisque Marvel lancera ses gammes de jouets sous le nom de Marvel Toys.
Marvel entre donc dans le 21ème siècle en se positionnant sur quatre secteurs et en se faisant connaître sous le nom de Marvel Entertainments.
Très vite la marque s’aperçoit que les succès de ses comics, de licensing et de ses jouets gravitent autour de l’engouement que suscite les films de super héros. Notamment avec les films Spider Man qui relance la vente de Comics et de jouets.
Le manque à gagner à faire produire ses films en externe devient l’une de leurs principales préoccupations. Ils décident donc d’investir dès 2006, plus d’un demi-million de dollars et sortent leur premier film autoproduit en 2008 : Iron Man. Le film sera classé dans le top 50 des meilleures sorties au box-office de tous les temps et deuxième meilleure vente de DVD de l’année.
Un choix stratégique gagnant pour Marvel qui ne laissera plus la production de films s’externaliser.
La marque a décidé de miser sur les films à épisodes multiples pour fidéliser au maximum la cible. Ils décident même de placer des références sur des films en développement dans leurs productions, pour inciter les consommateurs à découvrir tout leur univers.
Marvel devient donc une société très dynamique avec des idées tentaculaires (et non aucun rapport avec Dr. Octopus). En effet ils osent tout et collaborent avec de nombreuses célébrités. Dans un numéro d’Amazing Spider-Man de janvier 2009, on peut voir apparaître Obama. Le 21 Décembre 2010, ils se lancent dans la comédie musicale à Broadway avec une pièce qui s’intitule «Spider-Man, Turn Off The Dark » dont les musiques ont été écrites par Bono (Leader du groupe U2, juste au cas où).
Marvel Studios : L’heure du succès
Le 31 août 2009 : les meilleures histoires commencent par un événement marquant. Pour Marvel Entertainment ça sera le rachat par la Walt Disney Company pour une somme de 4 milliards de dollars. Les équipes de Marvel ne retirent que du positif de ce rachat, puisqu’ils profitent de la distribution et des moyens marketing colossaux de Disney tout en gardant une très grande liberté de production dans leurs studios.
Le directeur de Marvel Studios, Kevin Feige a décidé de fédérer la majorité des super-héros les plus populaires autour des films Avengers qui répondent à l’appellation Marvel Cinematic Universe (MCU).
La stratégie adoptée a été de réaliser des films sur chaque membre des Avengers pour accroître leur popularité et être sûr que la réunion de tous ces héros, dans un énorme blockbuster, fédèrent un maximum de fan de la franchise Marvel.
Marvel a donc réussi à fidéliser sa cible autour de tout leur univers plutôt qu’autour d’un de leur héros spécifiquement.
C’est ainsi que des petits héros moins connus, mais tout aussi fantastiques et décalés (une pensée pour Deadpool) ont fait leur apparition.
La sortie de films comme Ant-Man qui n’aurait sûrement attiré que les fans de la première heure des Marvel Comics sont aujourd’hui des succès mondiaux grâce aux changements de perception de la marque des consommateurs.
Aujourd’hui Marvel Studios peut s’appuyer sur une marque forte imprégnée d’un univers prenant et attachant.
La question est de savoir ce que nous réserve les producteurs pour les années à venir. Une chose est sûre, ils ont des idées plein la tête et pour le moment, ce n’est apparemment pas pour vous déplaire. Mais combien de temps cet idylle va-t-elle durer ? Peut être finirez-vous par vous lasser de tous ces films puisqu’il en sort très régulièrement.
Je vous laisse donc le mot de la fin pour me donner votre avis sur nos réseaux sociaux !
N’hésitez pas à aller consulter les autres articles de notre site et merci de votre lecture.
Si vous êtes arrivés jusqu’ici , vous êtes un peu mes supers héros à moi !
Erwan C.
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