Communications in Humanities Research ISSN: 2753-7072
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Research Article

Operational Issues and Creative Solutions to the Marvel IP about Superhero Fatigue

Zhenyu ZhiCommunication University of China*

* Corresponding author: [email protected]

Abstract

Marvel has been the highest in the world in the audiovisual sector due to the established and interconnected movie universe. However, the brand has reached a stage where mass production has been happening for decades, and the audience is fatigued with superheroes. The issues related to the operations of the IP of Marvel as a research topic will be explored in this paper, possible foundations on which superhero fatigue can be founded, and particular optimization strategies will also be provided. In terms of the market performance, customer response, and the content quality, the development of the Marvel intellectual property is defined as four stages and the multidimensionality of superhero fatigue is described. The report also mentions some of the core reasons behind the loss of competitiveness of Marvel including the inflexibility of the creative process, hyper growth due to capital, higher degree of industrial standardization, and the ever-changing preferences of the audience. To counteract this, it is proposed that different ways are used to create content, build stories, and engage with audiences to counteract IP fatigue and revitalize the fall of Marvel. The current article explains internal factors that contributed to the market failure of Marvel, gives useful suggestions about reorganization of the industry of the company, and gives valuable lessons to the long-term work of the same film and entertainment IP.

Keywords: Operational issues; Marvel IP; superhero fatigue
Published: August 18, 2026
DOI: 10.54254/2753-7064/2026.HT36156
Volume: CHR Vol.112
pp. 33-39
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