Full-Link Commercialisation Pathways of Super IPs: The Marvel Cinematic Universe and Chinese Animation IPs
Year: 2026
Type: article
Abstract: The global cultural and entertainment industry is shifting from content-centric consumption to ecosystem-oriented IP operation, yet the architectural conditions under which a super IP compounds value across media remain unevenly distributed between mature and emerging markets. Taking the Marvel Cinematic Universe and home-grown Chinese animation IPs as case subjects, this paper compares divergences within their full chain commercialisation pathways. Findings indicate that the MCU achieves replicable scale economies through three mutually reinforcing mechanisms: theatrical tent-poles as demand anchors, vertical integration of the value chain, and standardised licensing governance. By contrast, Chinese animation IPs achieve promising box office performance drawing on native cultural resources, yet suffer weak industrial chain coordination and incomplete licensing systems, leaving their revenue heavily reliant on theatrical returns. Each set of models carries structural risks: Marvel faces challenges from excessive production output, while local Chinese IPs are trapped by cross cultural discount barriers. Targeted strategies covering release rhythm discipline plus licensing quality safeguards, pre emptive commercial planning with full chain coordination, as well as cross media world building and localised global operations are put forward. This research offers practical references for optimising domestic IP revenue composition, improving licensing bargaining power and strengthening national cultural soft power.
Author: Ruilu Sun
Institution: Tianjin Foreign Studies University
Language: English
Topic: Cinema and Media Studies
Subfield: Visual Arts and Performing Arts
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7225734516