On continuity in comic book film adaptations and beyond

Abstract

In 2019 Anthony and Joe Russo’s Avengers: Endgame became the highest grossing film of all time, solidifying the status of superhero comic book films as Hollywood’s leading genre. This article attributes part of the blockbuster’s success to its status as an adaptation. It discusses the economic gains of the transmedia storytelling format employed by superhero comic book filmmakers and the importance of continuity, cinematic universes, multiverses and corporate synergy in this genre of movies and beyond. Although these concepts all precede the inception of the Marvel Cinematic Universe, their current popularity could be attributed to that endeavour. The view that transmedia storytelling and adaptation are at odds is challenged. It is argued that the organization of superhero comic book storytelling into universes has become an adaptation norm and that a similar trend could be observed over the past few years in Hollywood cinema.