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http://dx.doi.org/10.5392/JKCA.2022.22.04.182

Multiverse, The Strategy of the Universe Reproduction for Expanding Content IP  

Jang, Min-Gi (경남대학교 미디어영상학과)
Publication Information
The Journal of the Korea Contents Association / v.22, no.4, 2022 , pp. 182-189 More about this Journal
Abstract
As OTT services become popular worldwide, content IP expansion strategy has an important position in the platform media industry ecosystem where new content is constantly distributed. In particular, the method in which a successful narrative expands the elements constituting a specific world, that is, the Universe, is effective in reducing risk factors in content IP expansion and expanding content franchises. This study intends to examine how Marvel's cinematic Universe (MCU) is strategically performing content IP expansion while borrowing the multiverse concept and replicating and reproducing it by itself through narrative analysis of . As a result, the multiverse can reproduce an incomplete state by repeating the completed event, which can exist as another self-fulfilling content. At the same time, it can be an effective content IP expansion strategy in that each story can be produced because a single character can exist in multiple under the multiverse.
Keywords
The Multiverse; Content IP; Marvel Cinematic Universe(MCU); Content Franchise;
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Times Cited By KSCI : 1  (Citation Analysis)
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