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Marvel Studios (now a Disney subsidiary) proved that serialized storytelling across 20+ movies is viable. Every studio now tries to build a "universe." Warner has its DCU (rebooted by James Gunn), Universal its Dark Universe (failed), and Legendary its MonsterVerse. a research topic

Amazon uses entertainment to fuel Prime subscriptions. Their productions are famously expensive; The Rings of Power carries a billion-dollar budget for its first season. Universal its Dark Universe (failed)

Netflix changed the definition of "production." They operate on a data-first model, renewing shows based on completion rates rather than traditional ratings.