In 2021, the Marvel Cinematic Universe (MCU) made a pivotal transition that would forever change its storytelling landscape. After more than a decade of building its narrative exclusively through feature films, Marvel Studios ventured into the streaming world with Disney+, launching a slate of original series that would expand the MCU in unprecedented ways. This strategic shift not only broadened the scope of Marvel’s storytelling capabilities but also allowed for deeper character development, experimental formats, and more diverse representation. Let’s explore how the Disney+ era has transformed the MCU and opened new creative possibilities that were previously unattainable within the constraints of theatrical releases.

From Supporting Characters to Leading Roles

The MCU films had created a vast universe of characters, but many compelling figures remained in supporting roles due to the natural limitations of a two-to-three-hour film focused on marquee heroes. Disney+ provided the perfect solution: longer-form storytelling that could elevate these secondary characters to protagonist status.

WandaVision serves as the perfect example of this approach. Elizabeth Olsen’s Wanda Maximoff had been a supporting character since Avengers: Age of Ultron, with limited screen time to explore her complex psychology. The series format allowed Marvel to delve deeper into her grief, trauma, and powers in ways impossible in the films. As head writer Michael Waldron noted, the series became “about self-love, self-reflection, and forgiving yourself,” themes that required time to develop meaningfully.

Similarly, The Falcon and the Winter Soldier focused on Sam Wilson and Bucky Barnes, characters who had previously existed primarily in Captain America’s shadow. The six-episode format enabled a nuanced exploration of Sam’s journey to accepting the Captain America mantle as a Black man, addressing racial politics and identity in ways that a film might have rushed through. As Malcolm Spellman highlighted, the series centered on a “decidedly Black character” and explored what it means for a Black man to take up Captain America’s shield in modern America.

Even more significant was the introduction of entirely new characters like Kamala Khan in Ms. Marvel, who might never have received a solo film as an entry point to the MCU. The series format allowed for a careful establishment of her character, family, and cultural background, creating an authentic portrayal that resonated especially with younger and more diverse audiences.

Experimental Storytelling and Genre Exploration

Perhaps the most revolutionary aspect of Marvel’s Disney+ strategy has been the freedom to experiment with format, tone, and genre in ways that might have been too risky for big-budget theatrical releases.

WandaVision exemplifies this experimental approach with its sitcom-inspired structure. The series began as an homage to classic sitcoms from the 1950s through the 2000s, each episode meticulously recreating the aesthetics, cinematography, and even laugh tracks of different TV eras. This format served the narrative brilliantly, reflecting Wanda’s psychological state and desire to escape reality. As director Matt Shakman explained, the creatives dedicated themselves to “nail[ing] down” the series’ irreverent tone, drawing inspiration from shows like The Dick Van Dyke Show, Bewitched, and more modern sitcoms like Malcolm in the Middle and Modern Family.

Loki ventured into science fiction territory with its exploration of time travel, alternate realities, and existential themes. Moon Knight incorporated elements of psychological horror and Egyptian mythology, while Hawkeye embraced the Christmas action-comedy genre. As Brad Winderbaum noted, working within the multiverse concept was “creatively healthy” because it allowed the team to take greater risks.

This diversity of style and tone has enabled Marvel to attract different audiences and creative talent who might not have been drawn to traditional superhero storytelling. It has also kept the MCU fresh after more than a decade of existence, preventing franchise fatigue by continually reinventing what a Marvel story can be.

Visual Innovation and Cinematic Quality

One concern about the transition to television might have been a reduction in production values compared to Marvel’s big-screen spectacles. Instead, Marvel Studios committed to bringing cinematic quality to the small screen, with budgets reportedly reaching up to $25 million per episode for shows like WandaVision, The Falcon and the Winter Soldier, and Hawkeye.

This investment is evident in the visual innovation across the Disney+ shows. Ms. Marvel incorporated stylized animation to visualize Kamala’s imagination and daydreams, inspired by Spider-Man: Into the Spider-Verse. As directors Adil El Arbi and Bilall Fallah noted, these animated sequences were conceived as a way to “get inside Kamala Khan’s head and capture her dream world and fantasy world.”

Moon Knight utilized reflections as a visual metaphor for its protagonist’s dissociative identity disorder, while Loki created a retro-futuristic aesthetic for the Time Variance Authority that contrasted with the show’s cosmic elements. The commitment to unique visual languages for each series has elevated them beyond typical television production values.

Cinematographers approached these shows as extended films rather than traditional television. The Falcon and the Winter Soldier cinematographer P.J. Dillon explained that they shot the series as if it were “a six-hour film that would then be cut up into individual episodes rather than filming one episode at a time.” This cinematic approach ensured visual consistency and quality throughout the series.

Deeper Character Development and Emotional Storytelling

The extended runtime of a six-to-nine-episode series offers storytellers a crucial advantage over films: time. This additional breathing room allows for character development that unfolds organically rather than being compressed to fit a film’s runtime.

Loki transformed its titular character from a one-note villain into a complex anti-hero grappling with questions of free will, destiny, and identity. The series explored Loki’s redemptive arc through his relationship with Sylvie and his confrontation with his own variants, ultimately culminating in a genuine act of heroism by the finale.

Hawkeye finally gave Clint Barton the spotlight after a decade as a supporting Avenger, exploring the psychological toll of his time as Ronin and his survivor’s guilt following Natasha Romanoff’s death. The series also introduced Kate Bishop and developed a mentor-mentee relationship that evolved naturally over six episodes.

The format also allows for quieter, more intimate moments that would likely be cut from films for pacing reasons. WandaVision included scenes of domestic life, The Falcon and the Winter Soldier explored Sam’s family dynamics in Louisiana, and Ms. Marvel devoted significant time to Kamala’s family relationships and cultural identity. These moments enrich character development and create emotional connections that make the more spectacular superhero elements resonate more deeply.

Expanding Representation and Cultural Authenticity

Marvel’s Disney+ series have significantly advanced representation within the MCU, both in front of and behind the camera. The longer format allows for more nuanced explorations of diverse experiences and identities.

Ms. Marvel stands out as a landmark achievement in this regard. The series centered on Kamala Khan, a Pakistani-American Muslim teenager, and authentically portrayed her cultural background. As Sana Amanat explained, the series was told “through the lens of Kamala’s experience and her wild imagination” while celebrating her cultural heritage. The series employed Muslim cultural advisors to examine scripts and footage, ensuring authenticity in its portrayal of Islamic practices and Pakistani culture.

The Falcon and the Winter Soldier directly addressed racial politics in America through Sam Wilson’s journey to becoming Captain America. The series introduced Isaiah Bradley, a Black super-soldier who was imprisoned and experimented on by the government, providing historical context for Sam’s hesitation to take up the shield. As Malcolm Spellman noted, addressing race was central to the series from its inception.

Moon Knight featured Egyptian director Mohamed Diab, who was committed to depicting Egypt and Egyptian people in ways that challenged Hollywood’s Orientalist stereotypes. Diab emphasized portraying Egyptians as “normal human beings” and Egypt as a “normal place” rather than exotic “guides and desert wanderers.”

Behind the camera, Marvel has diversified its creative teams. Ms. Marvel was created by British-Pakistani writer Bisha K. Ali, while Moon Knight featured Egyptian talent both in front of and behind the camera. This commitment to authentic representation enriches the storytelling and broadens the MCU’s appeal to global audiences.

Building the Multiverse Saga

Beyond individual character development, the Disney+ series have been instrumental in establishing the framework for the MCU’s current “Multiverse Saga.” They’ve introduced concepts, characters, and plot developments that are crucial to understanding the larger narrative arc spanning Phases Four, Five, and Six.

Loki was particularly significant in this regard, with its finale directly leading to the creation of the multiverse that now defines this era of the MCU. The introduction of Jonathan Majors as He Who Remains (a variant of Kang the Conqueror) set up the next major antagonist for the franchise. As Kevin Feige confirmed, this was laying “the groundwork for the future of the MCU.”

WandaVision similarly established plot elements that continued in Doctor Strange in the Multiverse of Madness, with Wanda’s transformation into the Scarlet Witch setting up her role in that film. Ms. Marvel revealed Kamala Khan to be a mutant, potentially foreshadowing the introduction of the X-Men, while also directly setting up The Marvels with its mid-credits scene.

This interconnected approach allows Marvel to develop complex storylines that can unfold across both films and series, creating a richer narrative tapestry than would be possible through films alone. It also enables them to introduce concepts gradually rather than overwhelming audiences with exposition in a single film.

Challenges and Criticisms

Despite their successes, Marvel’s Disney+ series haven’t been without challenges. Some critics have noted pacing issues, particularly in the later episodes of several series. The Falcon and the Winter Soldier was criticized for trying to tackle too many plot threads, while the weekly release schedule sometimes created expectations that the series struggled to meet.

The finales of several shows have received mixed reactions, with some viewers feeling that they reverted to typical Marvel action sequences after more experimental early episodes. WandaVision faced this criticism most directly, with some feeling that its creative sitcom-inspired approach gave way to a more conventional superhero ending.

There have also been questions about whether the shows are essential viewing for understanding the films. While Marvel executives insist that the films remain accessible to all viewers, some plot elements in Doctor Strange in the Multiverse of Madness were confusing to those who hadn’t watched WandaVision. This balancing act between interconnectivity and accessibility remains an ongoing challenge.

The Future of MCU Storytelling

As Marvel continues to develop new Disney+ series, the lessons learned from this first wave will likely inform their approach going forward. The success of shows like “WandaVision” and “Loki” has proven that audiences are receptive to more experimental storytelling within the MCU framework.

Future Disney+ series are set to continue expanding the universe in new directions. Ironheart will focus on young inventor Riri Williams, first introduced in Black Panther: Wakanda Forever, Agatha All Along recently spun off from WandaVision to follow Kathryn Hahn’s witch character, and Daredevil: Born Again brings back characters from the Netflix era of Marvel television, finally answering the question, “Are the Netflix Marvel series part of the MCU?”

The animation division is also growing with Marvel Zombies spinning off from What If…?, offering yet another format for storytelling. As Victoria Alonso noted when launching Marvel Studios Animation, the studio is creating an “animation branch and mini studio” to focus on more animated content beyond What If…?

Conclusion

The shift to Disney+ has fundamentally transformed the MCU’s storytelling capabilities. It has allowed Marvel to develop supporting characters, experiment with genres and formats, maintain cinematic quality on television, deepen character development, expand representation, and build a more complex narrative universe.

While not without challenges, this evolution represents one of the most significant developments in the franchise’s history. As Kevin Feige suggested when these series were announced, the Disney+ shows are not merely supplements to the films but essential components of the MCU’s future. They’ve expanded what’s possible within this universe and set the stage for storytelling innovations that will likely continue for years to come.

The true success of this strategy lies in how seamlessly these series have become integral to the MCU experience. What began as an experimental venture into streaming has become a vital expansion of Marvel’s storytelling canvas, one that has fundamentally changed how audiences engage with this ever-expanding universe.