Though I never read comics, I have been a fan of the Marvel movies since the Iron Man days, and have long been fascinated by the rise of the MCU as well as its struggles and wide-ranging effects on the film industry and pop culture, so this book was really perfect for me. I'm a devoted listener of Joanna's podcasts, though I'm less familiar with Dave and Gavin, but even many, many hours of listening to her work and consuming a large amount of Marvel content couldn't prepare me for this 500+ pages of expertise. Their combined knowledge and reporting made for a really impressive work for the pop culture studies canon. Informative, entertaining, and surprising, MCU is a definitive work on the key eras of the MCU and Marvel studios amidst a changing industry with everything you would want to know.

MCU: The Reign of Marvel Studios, by Joanna Robinson, Dave Gonzales, Gavin Edwards is an even-handed, highly readable, always interesting, sometimes fascinating history of Marvel movie-making, starting from their early days of licensing characters to formation of their own studio, to reclaiming some of their most popular characters, to merging their TV and films under one roof to their purchase by Disney up to their most recently released films and TV shows in 2022. If you have a casual (versus academic) interest in the Marvel world, and particularly their movies, this is the book for you.

The early section follows Marvel’s attempt to license its characters with a focus more on sales of toys than film profits. One of the more interesting tidbits is the idea that James Cameron wrote a half-screenplay/half-treatment for a Spider-Man film to star Leonardo DiCaprio as Peter Parker and Arnold Schwarzenegger as Doctor Octopus. These sort of “what if” scenarios pepper the entire work, with alternate directors, actors, writers, etc. And are some of more fascinating bits of trivia for fans who can spin off into speculation on films never made.

After the large success of Sony’s Spider-Man (directed by Sam Raimi) and Fox’s X-Men, David Maisel convinced the then-owner of Marvel, Ike Perlmutter, that the current head of Marvel Studio, Avi Arad, was leaving money on the table by licensing characters to other companies rather than making movies themselves. Arad eventually left Marvel, thinking the studio idea was bound to fail. He was of course wrong, but it was far from a sure thing. To get funding, Marvel put up nearly a dozen of its remaining unlicensed characters as collateral with Merrill Lynch — failure would mean losing all rights to those characters, which included Captain America, The Avengers, Nick Fury, Black Panther, Ant-Man, Doctor Strange, and Shang-Chi. Marvel needed a solid hit, and after some hemming and hawing over which character to launch their studio with, they went with Iron Man, mostly because the character tested best as a toy. From there, history was made.

The rest of the book works though each of the ensuing films and then, when they arrived, the various TV shows that appeared on Netflix, networks, and eventually Disney-Plus. This is not a critical examination of the films, though there is some casual analysis, but goes more into how they were developed, written, and cast, what obstacles were overcome, and how well they succeeded (or not). What the book does best here is humanize the films, giving us a sense of the people behind all of this, ranging from the eventual overseer of it all (Kevin Feige) to the directors and writers and actors to the costumers and casting directors, to the visual effects people, and even an occasional visitor on set or janitor who offered up a suggestion that was taken up.

While mostly positive, the authors don’t shy away from stories that are less so: egos getting in the way, arguments over writing (a lot) and directing (some) credits, the ridiculous workload of the visual effects people, the overly cheap policies of the companies (writers raiding other studios for food), poor treatment of original authors from the comics, potential steroid use by actors trying to look like demi-gods, conflicts over director freedom and studio control, and more. By far the worst of these are the stories of how Ike Perlmutter’s sexism and bigotry for years kept Marvel from pushing forward with non-white, non-male characters (sourced not just in anecdotes but with supporting emails/memos).

All of this is related in an easy-going, engaging, easy-to-follow manner that never becomes too informal, chatty, or gossipy. And if a lot of the material has probably been heard/seen before by fans who pay attention to this sort of stuff, there’s nothing like having it all thoroughly laid out in its totality in clear, chronological fashion and placed within a web of context: corporate politics, advanced in technology, even international relations. Considering the tight-lipped nature of Disney/Marvel, the uber-security around the inner workings, the NDAs, etc., the authors should be commended for the level of detail they’ve brought to a work that is as informative as it is fun. Highly recommended for any fan of Marvel or superhero films/pop culture.

Thank you to W. W. Norton & Company and NetGalley for the ARC of this book. I heard this existed from a ScreenCrush video where Ryan Arey had gotten a copy which told me that I needed to read this. There was so much information here that Marvel fans will love. Some of these stories I had already heard in the ether, like Tom Hiddleston auditioning for Thor, but there was so much more here. It does not encompass all that has occurred in 2023 but does have some, If you want a behind the scenes look at how this studio became what it is now and all of the history behind it, you should read this book.

My thanks to both NetGalley and the publisher W. W. Norton & Company for an advance copy of this advanced copy of this book on the creation of one of the most successful film studios in motion picture history, its many crisis that nearly ruined them, the Secret Wars behind the scenes, the X-termination agenda of many upper level people, and what the days of future past hold.

Being a long time comic reader I always wondered what big screen adventures of my favorite superheroes would be like. I knew Spider-Man from the PBS show Electric Company and a late 70's CBS show, and while thrilled at the time, really thought it couldn't get better. Superman and Batman gave me hope, but the fact that writers and directors thought they were directing campy material meant that initial highs, turned to anatomically correct Batsuits, and Quests for Peace. Spider-Man again changed my mind, Sam Rami had the chops, the love, and the budget, but knowing Marvel at the time, and the people running it, I knew it was only a matter of time before they screwed it up, Fantastic Four ala Roger Corman style. However other people were paying attention, people with a drive to make art, teaming with people who only had purple pens because they didn't want to spend money, and somehow the Marvel Cinematic Universe was born. MCU:The Reign of Marvel Studios by fans and journalists Joanna Robinson, Dave Gonzales and Gavin Edwards is a Official Handbook to the making of the Marvel Juggernaut, a Hulking series of movies that have won praise and and Blockbuster box office, and recently a little undercurrent of Civil War and a bit of Fear Itself in both investors and fans.

The book begins with Marvel on the ropes, following a lot of bad decisions losing a core team of artists to Image, and lots and lots of multiple covers that suddenly imploded. Add in a change in the direct market system, a series of owners who made longe term deals for short term dollars, and it is not wrong to say that Marvel was facing an Age of Apocalypse. The success for the Spider-Man movies was a mixed bag for the company. Sure it sold toys, but that is all Marvel really got none of the millions that Sony made. The X-Men movie was even worse, making money at the box office, but changing release dates, so toys were late to the market, costing Marvel money. And an idea was born. Sure Mavel had sold the rights, cheaply, the their heavy hitters, but their catalog of characters was still deep. Maybe something could be done with say Black Panther, or Captain America, or maybe even Iron Man. And an Age of Heroes began.

While reading this, my first thought was that one of the tree writers was using a pen name to hide that Uatu the Watcher was giving them notes. The book is packed with information, from board rooms, to desert set, to VX studios. Each page has information, quotes and even better gossip that really gives a deep understanding to what went on behind and in front of the scenes of Marvel. Some people come out looking good, Kevin Feige the Gamemaster of Marvel and quite a few don't. Some of the people who don't come out so good are surprising in a few ways, but as the story gets deeper, one can see why. This is not a hagiography, there is plenty of stories of rushed effects, chaos on sets, bad actors, and directors who threw up their hands and said Marvel Director no more. A very interesting read that starts a little slow, but really hits is stride just as the movies start being made. The stories of plots changing during filming, or of whole ideas cast out because of the overarching storyline from Marvel is amazing and incredible, and I am sure for the creators uncanny and frustrating. Some of the films are looked at in depth, a few get a mention and no more. I am sure the Mouse that controls all of fandom might have had something to do with that. One of the better books about movies and the industry that I have read.

For fans of the Marvel machine without a doubt. A mix of gossip, real information especially in casting and effects that are fascinating and new to me in a lot of ways. Also for people who life Hollywood books, comic movies, and how art is created.

"The MCU is a sprawling epic that lays out the rise of the Marvel Cinematic Universe and the modern-day phenomenon of comic book movies in great and, sometimes, excruciating detail. My key takeaway from this book is the sheer amount of hard work, skill, and sacrifice that goes into the making of a modern-day movie. The book also delves into quite a bit of detail on the greed and indifference with which the big studios treat their artists. It feels weirdly appropriate to be reviewing this book at this time, with the WGA and SAG-AFTRA as a backdrop. I would highly recommend this to any comic book movie fan.

Thanks to NetGalley and W. W. Norton for an ARC in exchange for an honest review."

This book is the equivalent of a published Thomas' English muffin: there are so many nooks and crannies filled with the buttery goodness of Hollywood dirt.

This upcoming release is a behind-the-scenes telling of the Marvel Cinematic Universe. I really enjoy this type of look at pop culture. There were many people interviewed from all aspects of the development & production of the MCU. I particularly enjoyed discussions about casting and story creation. As an MCU devotee, I was very excited to get this advanced digital copy from NetGalley and the publisher. I definitely recommend picking this book up when it releases on October 10, 2023.

MCU:The Reign of Marvel Studios by Gavin Edwards, Dave Gonzales, and JoAnna Robinson is a delightful read for even the most casual MCU fan.. It doesn't read as a gossipy rag, nor is it an incredibly deep dive into any backstage skullduggery. Instead it takes the reader into the formation of MCU and how it has evolved over the years. It's a fun read. Thanks to #NetGalley and #liveright for the opportunity to preview this book.

Highly readable and addictive - sped through this in a week and appreciated the blend of behind-the-scenes revelations and larger contextualizing of the MCU in mainstream popular culture. Really smart analysis all around. The galley file had some glitches that moved around letters and words, making the file somewhat difficult to read at times.

As a lifelong comic book fan, I naturally fell in love with the Marvel Cinematic Universe, and I've kept up with related news and rumors, so I didn't have high expectations regarding this book as far as deep dark secrets were concerned. I own the slipcased two-volume hardcover set that was published a few years ago, which was basically a glossy propaganda effort, so I was mainly hoping to have my main two questions answered by this book, which were: What happened to Terrence Howard, and what happened to Edward Norton?

MCU: THE REIGN OF MARVEL STUDIOS did, indeed, answer those questions (Cost too much and was a pain in the ass, respectively), and answered so many other questions that I didn't even know that I had, so....highly recommended for fans who want a deep-dive on the history of the studio. Not so much of a recommendation for fans who are looking for dirt on the making of individual films and the actors, though. This is a real Inside Baseball type of book, with page after page of mover-and-shaker machinations and dollars and cents breakdowns.

My main takeaways were:

The cheapness and shittiness of Trump sycophant Ike Permutter, and his obsession with selling toys.

The deplorable treatment of screenwriters by Hollywood. Almost every time a screenwriter gets mentioned, there follows a story about how James Gunn, Edward Norton, Joss Whedon, etc., tried to steal their credit and fuck them out of residuals . Fuck these millionaires....no amount of money is ever enough for them. Support the writers strike, because they are the heart and soul of filmmaking, and they need to be protected and compensated.

The ego of Robert Downey, Jr., who seemed to be forever trying to make Tony Stark the center of every film he appeared in.

The cheapness and shittiness of Disney, who clings to the thought that, no matter how much of a comic-book story they steal, the original creators and writers and artists really deserve nothing but a "Special Thanks..." credit., because, hey....they signed a work-for-hire contract, so they should just be happy that we reused their storyline and made billions of dollars off of it. Yeah, I pay to see these movies, watch the streaming service, buy the ancillary products, but I shouldn't, until they decide to share the wealth.....I feel guilty for giving Disney my money. There's just no way to defend their use of The Winter Soldier and reconcile it with Ed Brubaker and Steve Epting receiving no compensation for the wholesale use of their ideas and storylines from the Captain America comics. Stan Lee should have died a billionaire, and the estates of Jack Kirby and Steve Ditko should likewise be worth billions. Honestly, just fuck Disney, Iger, Chapek, all of them. Don't even get me started on the near-slavery of the effects house employees they hire on to provide their excessive CGI.....

There's a lot to recommend here, if you have the stomach to endure hundreds of pages of inside stuff about producers and behind-the-scenes folks. I'm one of those people who find that all fascinating, so...your mileage may vary.

I absolutely loved this book. No matter how much you think you know about the MCU, I am sure you will still learn so much. The authors have such a fine eye for detail - I felt validated by their own delight in the “Avengers Assemble” cry being cut short at the end of Age of Ultron. They seem to have spoken with everyone ever associated with a Marvel film. The writing is breezy but not breathlessly adoring. They strike a wonderful balance of business analysis and artistic deep-dives.

Rather than dwell too long on any MCU movie, the book’s premise is that the star of the MCU (besides Kevin Feige and the charmingly megalomaniacal Robert Downey, Jr.) is the interlinked, crossed-over, continuing monolith saga spanning across the films and now TV. You can’t finish this book without recognize that u inquest and monumental achievement.

(And, as when watching Marvel movies, don’t skip thru the credits - you won’t be disappointed.)

Many thanks to W.W. Norton & Company and NetGalley for the advance reader’s copy.

Thank you W. W. Norton & Company for providing me with an ARC

I've been a Marvel fan since X-Men '92 and watched every MCU entry since Iron Man. However, I didn't know about the behind-the-scenes process and the people behind the studio. For example, I knew that getting a female fronted solo film was not happening because they (the faceless they) didn't think it would sell toys. But I didn't know the who specifically, or the why, or the culture of Marvel. MCU was a great deep-dive into twenty-plus years of the cinematic history of Marvel movies and the MCU.

It's fast-paced for a non-fiction book. I couldn't put it down, which is a non-fiction rarity for me. I was interesting in reading this book because of one author: Joanna Robinson, who I listen to on the House of R podcast on the Ringerverse network. If you are a Marvel fan, I'd recommend that pod, and this book.