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August 2017, Week 1


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Alison Mailloux <[log in to unmask]>
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Film and TV Studies Discussion List <[log in to unmask]>
Wed, 2 Aug 2017 14:46:42 +0000
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Dear screen-L Subscribers,

A new publication from University of Texas Press

Free postage to UK customers

Make Ours Marvel

Media Convergence and a Comics Universe
Edited by Matt Yockey
The creation of the Fantastic Four effectively launched the Marvel Comics brand in 1961. Within ten years, the introduction (or reintroduction) of characters such as Spider-Man, the Hulk, Iron Man, Captain America, and the X-Men catapulted Marvel past its primary rival, DC Comics, for domination of the comic book market. Since the 2000s, the company's iconic characters have leaped from page to screens with the creation of the Marvel Cinematic Universe, which includes everything from live-action film franchises of Iron Man and the Avengers to television and streaming media, including the critically acclaimed Netflix series Daredevil and Jessica Jones. Marvel, now owned by Disney, has clearly found the key to transmedia success.
Make Ours Marvel traces the rise of the Marvel brand and its transformation into a transmedia empire over the past fifty years. A dozen original essays range across topics such as how Marvel expanded the notion of an all-star team book with The Avengers, which provided a roadmap for the later films, to the company's attempts to create lasting female characters and readerships, to its regular endeavors to reinvigorate its brand while still maintaining the stability that fans crave. Demonstrating that the secret to Marvel's success comes from adeptly crossing media boundaries while inviting its audience to participate in creating Marvel's narrative universe, this book shows why the company and its characters will continue to influence storytelling and transmedia empire building for the foreseeable future.

Matt Yockey is an associate professor of film and media studies at the University of Toledo. He is the author of Batman, a volume in the TV Milestones Series.

University of Texas Press | World Comics and Graphic Nonfiction Series | June 2017 | 364pp |  | 9781477312506 | Paperback | 24.99*
20% discount with this code: CSL8MARVEL**
 *Price subject to change.
 **Offer excludes the USA, Canada and South America.
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