Chapter 5. Breaking Brand 164 From NuMarvel to MarvelNOW! Marvel Comics in the Age of Media Convergence

Chapters in this book

1. Frontmatter i
2. Contents v
3. Acknowledgments vii
4. Introduction. Excelsior! Or, Everything Th at Rises Must Converge 1
5. Chapter 1. Reforming the “Justice” System. Marvel’s Avengers and the Transformation of the All-Star Team Book 39
6. Chapter 2. Man Without Fear. David Mack, Daredevil, and the “Bounds of Diff erence” in Superhero Comics 66
7. Chapter 3. “This Female Fights Back!” A Feminist History of Marvel Comics 105
8. Chapter 4. “Share Your Universe”. Generation, Gender, and the Future of Marvel Publishing 138
9. Chapter 5. Breaking Brand 164 From NuMarvel to MarvelNOW! Marvel Comics in the Age of Media Convergence 164
10. Chapter 6. Marvel and the Form of Motion Comics 187
11. Chapter 7. Transmedia Storytelling in the “Marvel Cinematic Universe” and the Logics of Convergence-Era Popular Seriality 207
12. Chapter 8. The Marvel One-Shots and Transmedia Storytelling 234
13. Chapter 9. Spinning Webs Constructing Authors, Genre, and Fans in the Spider-Man Film Franchise 248
14. Chapter 10. Playing Peter Parker Spider-Man and Superhero Film Performance 268
15. Chapter 11. Spotting Stan 297 Th e Fun and Function of Stan Lee’s Cameos in the Marvel Universe(s) 297
16. chapter 12. Schrödinger’s Cape The Quantum Seriality of the Marvel Multiverse 319
17. Notes on Contributors 347
18. Index 351