A transmidialidade do universo compartilhado Marvel: de Homem de Ferro a Wandavision

Abstract

Since the early 2000s, the cinema has brought forth major franchises that have achieved great success around the world, franchises that weave stories that complement each other across their films, such as Matrix, Harry Potter, or Lord of the Rings. A common thread among these franchises is transmedia, a phenomenon that occurs when multiple media converge. In this case, stories that originated from books have transformed into films, games, and converse with each other, expanding the narrative until it culminates in a climax with all the events presented throughout the works. The following study aimed to analyze how the Marvel Cinematic Universe constructed a transmedia experience over 12 years, adeptly adapting and rejuvenating by bringing its stories to streaming platforms. The study emphasizes "WandaVision" as the inaugural original content on the Disney Plus streaming service. The series became pioneering by directly expanding upon cinematic events, marking a new step in narrative interconnection. The research was primarily grounded in Henry Jenkins' transmedia concepts, as described in his work "Convergence Culture" (2009). The primary objective was to demonstrate how the interlinking of films and various forms of media enriched and deepened the narrative of this universe. This involved not only migrating stories from cinema to streaming but also creating complementary and expansive content that filled gaps and provided additional information for fans, including comics derived from the films. In doing so, the Marvel Cinematic Universe transcended the traditional boundaries of narrative, allowing viewers to immerse themselves more deeply in the plot and characters. The introduction of "WandaVision" as a series directly connected to cinematic events illustrated Marvel's innovative ability to leverage transmedia. This demonstrates not only a more intricate and engaging storytelling approach but also the evolution of content production strategies in response to the demands of the contemporary audience, which seeks immersive and interconnected experiences across different media platforms.