ANAHEIM, CA - JULY 15: Producer Kevin Feige of AVENGERS: INFINITY WAR took part today in the Walt Disney Studios live action presentation at Disney's D23 EXPO 2017 in Anaheim, Calif. AVENGERS: INFINITY WAR will be released in U.S. theaters on May 4, 2018. (Photo by Jesse Grant/Getty Images for Disney)

Marvel Studios is heading into their tenth anniversary with one of their biggest hits ever. Black Panther is setting box office records on a daily basis. It is the latest in a long line of major success stories for Marvel Studios.

Now Marvel Studios has been named #11 on Fast Company’s list of the 50 Most Innovative Companies in the world. Marvel is praised “for forging the future of media” thanks to the studio’s varying approach to storytelling.

Much as some people may try to define Marvel Studios by a singular formula, the company has actually succeeded by being able to release films as different as Thor: Ragnarok and Black Panther, or Captain America: The Winter Soldier and Guardians of the Galaxy, within the span of just a few months.

Studio president Kevin Feige, who’s always considered the phrase “superhero genre” to be a misnomer, says there is no formula other than honoring the diverse storytelling history of the source material when figuring out what kind of story they want to tell next.

“People think (a super hero movie) means, Oh, yes, you run into a phone booth, you put on a cape, and you stop a bank robbery. When in fact, if you were to read comics, you’d realize there are as diverse characters and storytelling in comic form as there is in any prose narrative. Yet people don’t attribute the same prejudice to films based on novels because people inherently understand, Oh, well, that’s what a novel is. All novels are different. Well, all comics are different. The storylines are different. What the characters go through is different. I think we’re doing that, showcasing on a much bigger canvas all the differences in the genre.

“So we do say, We want to make a space movie. We want to do a high school movie. We want to do a heist movie. We want to do a thriller. That his how we think about all our different films. What kind of films do we want to make?

“Just when people think they have a narrative on us, we’re gonna do something else.”

Marvel Studios has continued to evolve and challenge their audience by taking bold new directions. That has been especially true of Phase Three, which will be wrapping up over the next 15 months. After that, the only thing we know we’ll see from Marvel Studios is something they haven’t shown us before.

SOURCE: Fast Company