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Star Wars
Star Wars began in 1977 with George Lucas's original film, made on a modest budget by a director whose previous work had given 20th Century Fox little confidence in the project's commercial prospects, before it became one of the highest-grossing films of all time and launched a franchise now spanning nine core "Skywalker Saga" films alongside numerous spinoffs and television series. The franchise's merchandising strategy, in which Lucas famously retained the toy and licensing rights in exchange for a reduced directing fee, became one of the most consequential business decisions in film history, generating far more revenue over subsequent decades than the films' box-office receipts alone. Star Wars's blend of samurai film influences, mythological hero's-journey story structure drawn partly from scholar Joseph Campbell's writing, and groundbreaking practical and, later, digital visual effects set a technical and narrative template that reshaped how Hollywood approached big-budget science fiction and fantasy filmmaking. Disney's 2012 acquisition of Lucasfilm for more than $4 billion and subsequent sequel trilogy, spinoff films, and streaming series have extended the franchise's commercial life for another generation, and Star Wars remains one of the most culturally pervasive media franchises in entertainment history, spanning film, television, publishing, and merchandising simultaneously.
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Marvel Cinematic Universe
The Marvel Cinematic Universe began with 2008's Iron Man and pioneered the modern "shared universe" model of interconnected films, in which characters and plot threads carry across dozens of individually released movies rather than existing as standalone, unconnected sequels — a structural approach few studios had previously attempted at that scale. The franchise's 2019 film Avengers: Endgame, the culminating film of an 11-year, 22-movie storyline, became one of the highest-grossing films in history, reflecting the commercial payoff of Marvel Studios' unusually long-term, carefully coordinated multi-film narrative planning. Marvel's mid-credits and post-credits scene format, teasing future films within the shared franchise, became one of the most widely imitated marketing and storytelling techniques in modern blockbuster filmmaking, training audiences to stay through a film's full credits in anticipation of franchise-connecting reveals. The franchise's expansion into television through Disney+ series that directly connect to and affect the film storylines further blurred the traditional line between television and film franchise storytelling, and the MCU's combined box-office total across its films remains the highest of any film franchise in history.
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