As long as we're talking about multi-billion dollar IP-based businesses that were functionally nothing ten years ago: Did anyone expect Marvel to reinvent the entire world's understanding of how movies worked as an art form ("shared universe w/ continuity")?
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Replying to @patio11
Disney in general seems to be owning this game. See also Star Wars. No crossovers yet, but the strategy is the same.
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Replying to @ebroder
Yep, and they are (belatedly, it appears) understanding that they're selling generational products.
8:47 PM - 8 Feb 2018
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