Heroes Assemble- Marketing 360 of DC & Marvel

Udita Pal
4 min readJul 27, 2018


The toughest question you can ask a superhero nerd is to choose- Which one is better- DC or Marvel? Well, some issues are best remained unanswered to have a less triggered argument.

For sure, DC came up with mind-blowing Trilogy like, ‘The Dark Knight’ but when it comes to overall revenues, plot building, bringing new characters on board, I believe, Marvel is ruling it.

Does DC have a fantastic number of characters, where they went wrong? Or rather, where their marketing went awry?

1.Star-Studded Cast

DC has heavily focused on getting good (read expensive) actors to come on board for selling their movie and have focused less on the script. (Exceptions are there like “The Dark Knight” or “Watchmen” or “Wonder Woman”)

They have worked around with Ben Affleck, Will Smith, Margot Robbie, Christian Bale, Heath Ledger, Jared Leto who are insanely good for generating revenues (and are fabulous actors), but you can see ‘Actual Comic Book’ fans be disappointed because the plot was not correctly built.

Whereas Marvel focused more on Building storyline over Star-Studded Start Cast and it worked out well for them as a lot of them revamped their career through these movies, and few of them even started there.

2.The Broken DC Universe Vs. The Complete Marvel Universe

As an Entertainment company, it is imperative to expand your horizon to build omnipresence.

The agent of S.H.I.E.L.D.S changed their storyline according to the movie, which shows how team effort goes. Not just one, Marvel has multiple TV series revolving around them. Namely, Luke Cage, Jessica Jones, Daredevil, Defenders, Iron Fist, Inhumans, Runaways, Agent Carter and not even a single plot line crashed with any movie.

DC despite having amazing heroes, anti-heroes, and villains in their Comic Universe choose to exploit just Batman and Superman whereas Marvel brought the characters that no one even knew about accurately and made dollars on it.

DC without a doubt have some amazing characters which deserve to come on big screen.

3.Connecting The Dots

Marvel has invested a great deal of money and time in building their Universe (Also known as MCU or Marvel Cinematic Universe) they spent over $3,629,100,000 over 18 movies and ten years and made over $16,489,822,266

They connected each film with another movie through Post-Credit scenes showing that everything is leading to one thing. It looked elegant, grabbed speculations and made people excited and ponder over ‘what will come next.?’

DC, however, failed miserably in that since movies never had any connections, characters were never focused upon or introduced properly, and lastly, they were changed now and then. One of the few reasons why Suicide Squad failed was because people were clueless about the characters. (23 Movies with Revenue of $4784,372,207)

4.Rush Hour

Marvel is very laid back when it comes to releasing movies, they want people to be connected to it to every character, They built it over 18 films to show one anti-hero, that makes it different.

DC, however, rushes through the movies which make it difficult for people to digest the character correctly, leaving too many confusing opened ends with 0 proper introductions to characters.



Udita Pal

Co founder @salt.pe, making trillions of dollar industry more accessible globally