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Taylor, Aaron. "Avengers dissemble! Transmedia superhero franchises and cultic management." Journal of Adaptation in Film & Performance 7. (2014): 181–94. Added by: joachim (2/2/22, 8:26 PM) Last edited by: joachim (2/3/22, 11:09 AM) |
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| Resource type: Journal Article Language: en: English Peer reviewed DOI: 10.1386/jafp.7.2.181_1 BibTeX citation key: Taylor2014 Email resource to friend View all bibliographic details  |
Categories: General Keywords: "The Avengers", Adaptation, Comic book industry, Economics, Fandom, Film adaptation, Seriality Creators: Taylor Collection: Journal of Adaptation in Film & Performance |
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| Attachments | URLs https://www.academ ... _Cultic_Management |
| Abstract |
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Through a case study of The Avengers (2012) and other recently adapted Marvel Entertainment properties, it will be demonstrated that the reimagined, rebooted and serialized intermedial text is fundamentally fan oriented: a deliberately structured and marketed invitation to certain niche audiences to engage in comparative activities. That is, its preferred spectators are often those opinionated and outspoken fan cultures whose familiarity with the texts is addressed and whose influence within a more dispersed film-going community is acknowledged, courted and potentially colonized. These superhero franchises – neither remakes nor adaptations in the familiar sense – are also paradigmatic byproducts of an adaptive management system that is possible through the appropriation of the economics of continuity and the co-option of online cultic networking. In short, blockbuster intermediality is not only indicative of the economics of post-literary adaptation, but it also exemplifies a corporate strategy that aims for the strategic co-option of potentially unruly niche audiences.
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