Content Ecosystem Construction and Transmedia Storytelling Strategies of Marvel IP in the Media Convergence Era
Abstract
Given the new circumstances of media convergence, in light of which this paper will explore how to build content systems and cross-media strategies to advance the development of intellectual property. Taking Marvel as an example, this paper will examine a successful cross-media platform in the world; it has built an extensive network encompassing movies, television series, short videos, games, theme parks, etc., and is actively engaging in localised marketing for the Chinese market. According to the research results, Marvel's main plan is to create an all-encompassing world system as the foundation, use actors' cooperation and movie trailers to gain fans' attention, and spread the brand by having fans share various contents. It has been found by this study that Marvel is facing many problems in China, such as difficulties in cultural adaptation, superhero content fatigue, and a loss of interest in social media. Based on the research results above, this paper puts forward some suggestions for the development of intellectual property in China, such as the construction of cross-media narrative frameworks, design of cultural adaptation strategies and interactive fan community construction. Theoretically and practically, this paper presents the IP content development in the age of media convergence.
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