By Walt Hickey

Welcome to the Numlock Sunday edition.

This week, I spoke to Joanna Robinson and Dave Gonzales, coauthors of the book MCU: The Reign of Marvel Studios, out in paperback this week.

I really loved the book, it dives into what is the main flywheel of mainstream entertainment, for better or for worse, and dives into the fascinating history of the MCU. Whether you're a fan of Marvel movies or just someone living in a world dominated by them, the book is a really interesting look into contemporary filmmaking and the pressures and economics and just simply human scale of these massive operations.

We spoke about Marvel’s journey from underdog to cultural icon, how its moviemaking process has changed over time, and what it was like covering a narrative that was developing in real time.

Robinson and Gonzales can both be found on the podcast Trial by Content, and the book can be found wherever books are sold.

This interview has been condensed and edited.

Dave and Joanna, thank you so much for coming on.

GONZALES: Absolutely.

ROBINSON: Thanks for having us.

I really, really love this book. So happy to see it out in paperback. I guess I'll just kick it off with an easy one: What were each of your first experiences with Marvel? How'd you get into this?

ROBINSON: As in the comic books or the films?

Anything.

ROBINSON: Anything at all. Gosh, I think X-Men: The Animated Series was my introduction, back in my infancy. It really got into the world they created, the various characters, their character sets, the trading cards, and then everything spirals out from there. That was my introduction.

GONZALES: Mine was probably with the comics. I might have had some X-Men: The Animated Series in there, but I got much more into the comics around late 1993, early '94, when I happened to buy a Spider-Man issue that was part of “The Trial of Peter Parker.” Suddenly I had questions: Why was Peter Parker on trial? How many different Spider-Man books were there? Because I bought an issue of The Spectacular Spider-Man, but the next part of “The Trial of Peter Parker” was The Amazing Spider-Man.

That led me to get a cubby at my local comic book shop in Louisville, Colorado, which was Time Warp Comics at the time. That was my way in, just being a comic book fan. I also jumped in on one of the longest and mostly considered worst Spider-Man arcs, but loved it. So imagine how good “good” Spider-Man was to me as a child, because I got weaned in on “bad” Spider-Man.

Amazing. One reason I really dug the book is that it's about the MCU, but it's also about Marvel, the history of this entire company, and its very different evolution over time, from the '60s to the period of the '90s. What was it like trying to cover not just a film series, but a big franchise with a lot of moving parts as part of an even bigger company with even more moving parts?

ROBINSON: A good question we asked ourselves was both where to start and where to end, and where to end was a constant, ongoing question mark. I'll let Dave address that. But in terms of where to start, there were certain things we felt we had to backdate, because there were players involved in the major “How did Marvel Studios come to be?” question and you had to know who they were, why they were important, how did we get here and what were the stakes? Being able to loosely explain who's Stan Lee, who's Perlmutter, who's Avi Arad, who are all these people, helped us tell that story without losing the audience entirely by throwing a bunch of new names at them. Dave, what about ending the book?

GONZALES: Oh, ending the book. That was super fun. We started right as Avengers: Endgame was in theaters. I remember seeing Endgame and knowing that Joanna and I were going to work on this, so we started off thinking, what a fantastic hill that Marvel climbed, this interconnected universe with three phases. Everything surely was planned out from the beginning and could only go up from here. The book was originally “The Rise of Marvel Studios,” because we thought surely this was just up and up and up.

Then the pandemic hit — which was very good for us, having to write the book and just sit down and figure out what it was. It also gave us and a lot of sources a pause to regain our footing. As Marvel started rolling out, we tried to peg an end date. I wanted it to be Blade to Blade when we started, but Mahershala Ali's project has still not come out, so that became an impossibility. Then WandaVision premiered and suddenly there was this whole other aspect to the story we were trying to tell. So we wanted to do that and just tried to report things as they went along.

We were blessed and cursed by the year that we published the hardcover, October 2023. As we were turning in the final part of the book in January and February, a whole bunch of Marvel news started breaking. Ike Perlmutter left Disney; Victoria Alonso, who was a big mover and shaker in Marvel Studios, was let go, so we had to report that out; Jonathan Majors went on trial.

It was only in a panic over all those things that I really ended up appreciating what we had done just by thinking of all these topics so thoroughly for several years. Even though we were tacking new endings on, it wasn't that hard to make it feel like it was a whole arc because we were kind of working there anyway. I wouldn't say I'd've enjoyed releasing the first version of this book in one of Marvel's worst financial years and most critical years ever, but I do think it provided an interesting little tie-off or a fascinating ellipses that allowed us to be relevant and, more importantly, in the year 2024, look like we knew exactly what we were talking about in Marvel's rebounds.

That's a really good point. When I met you on tour, a key thing you were getting at was that the idea that Marvel has not had a slump before is naive, and also ahistorical. A fun thing about the book is that you go through all these different eras, and sure, there's an easier story and probably a more polished, corporate story that's ever upward, toward Excelsior, all that crap.

But you really do cover the pits and troughs of this. There was Iron Man 2; there was Thor: The Dark World; there was that period of time between the assorted Spider-Mans. What was that perspective like, particularly as it was coming out and as you were able to talk about the issues in 2023?

ROBINSON: It was important for us, just on a basic journalistic level, to try to tell as much of the story as possible. We're fans of Marvel, of the movies, but as long as I've known Dave, both of us have been people who don't like to feel like we're not being told the whole story. We don't want the PR version of something — we want to know all the messy details as well. And it's not to knock Marvel or have any kind of “gotcha” moment. It's to say, “Okay, they had these various pitfalls, these various problematic people that they were working with, X, Y and Z. Look what they accomplished anyway.” That's the story in broad strokes. It was important for us to be able to acknowledge the stumbles along the way.

When we found ourselves in a 2023 space where everyone was saying Marvel is cooked, or Marvel used to know exactly what it was doing from the beginning and now they're just making it up — no, they were always making it up. They just did it so well, you didn't notice. That gave us a better perspective to be able to say, let's just slow down. We were looking ahead to 2024, saying they're only putting out one movie and two shows next year. If those hit, then you'll start to hear that Marvel's back, baby. Then Deadpool & Wolverine makes a gajillion dollars and Agatha All Along is a pretty solid hit for them.

So I think that “Marvel is over” narrative that was so prevalent a year ago is now the question, “Is Marvel back?” Looking even further forward at the next couple of big projects coming, I think Captain America: Brave New World is going to be a tough one for them. I don't know if that's going to hit the way a lot of people want it to. I think Thunderbolts is going to be hit for them, and I think The Fantastic Four: First Steps is going to be hit for them. They're still getting their bearings, but to your point, it was a bit naive to say they've been nothing but successful and now they've run off a cliff. Dave, what do you think?

GONZALES: It was just a less interesting narrative, ultimately. I actually found myself getting less adversarial the more we learned, especially being a fan when all this started around 2008. There was this idea that Joanna was talking about, which is even a fan perspective today, that if something doesn't work out it's because we've been denied something at some creative step. Like, you know what, screw those guys; we want to do Harrison Ford as Red Hulk instead, or something like that.

But it's not that at all. There are a whole bunch of different drama and production and business problems, and all these things come together to make these gigantic machines of a movie work. It was really ...

Numlock Sunday: Joanna Robinson and Dave Gonzales on the reign of Marvel Studios

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