When Kevin Feige First Coined The Name 'Marvel Cinematic Universe'
Here's when Kevin Feige coined the term "Marvel Cinematic Universe" as the name of Marvel Studios' film series. In 2008, the MCU debuted via Robert Downey Jr. and Jonn Favreau's Iron Man. 12 years and 23 films after, the universe has grown exponentially, becoming the most popular franchise in the world, but when did it actually get its name?
Known for its interconnected storytelling, the MCU began as a big risk when Marvel Studios decided they want to produce their own films. The franchise started with a sleeper hit in Iron Man, but Phase 1 wasn't exactly smooth sailing with hurdles on the way. Regardless, Kevin Feige and his team pushed forward, building toward its first ensemble offering - The Avengers. The movie solidified their bigger plans, motivating them to introduce new characters like the Guardians of the Galaxy, Doctor Strange (Benedict Cumberbatch), Black Panther (Chadwick Boseman), and Captain Marvel (Brie Larson). Last year, the Infinity Saga finally came to a close via Avengers: Endgame, which became the highest-grossing film of all time.
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The MCU isn't perfect, but it has an enviable track record, with other studios trying to emulate their creative and business model. Aside from its box office dominance bolstered by its general appeal, the franchise has also amassed a loyal following all over the world, making their characters household names and the franchise's title associated with them. That said, while the Marvel heroes have long had an established branding thanks to the comics, the term "Marvel Cinematic Universe" came from Feige. The producer extraordinaire first used the title in 2009, albeit a bit different from what the public use now, during a set visit for Iron Man 2. The universe was still in its infancy, but The Avengers was already on the docket. Talking about Hulk's next big screen appearance, Feige said that they can create another standalone film for the green monster that "can tie into and be a part of this Marvel Cinema Universe."
The next year, while doing the press rounds for Iron Man 2 leading to its late April 2010 release, Feige officially used the term "Marvel Cinematic Universe" publicly. In an interview with Superhero Hype, he was asked about the possibilities of Sony Pictures Entertainment working with Marvel Studios for Spider-Man (they're gearing to relaunch the character with director Marc Webb via The Amazing Spider-Man), the same way Universal did for the Hulk to maintain a single continuity. The producer said that he never says never, pointing out that several years ago, he never dreamed that they'll be in the position to do The Avengers. That said, he also emphasized that at that point, "there’s only one place for connective tissue within the Marvel Universe and within this new MCU, Marvel Cinematic Universe."
It's worth noting that while debuting the first Iron Man trailer in San Diego Comic-Con 2007, Feige already talked about wanting to build an interconnective universe. Citing how exciting it is to see characters crossing-over in the comic books due to its interconnected narratives, he's been vocal about adapting the same storytelling principle on the big screen. Since the Marvel Studios boss is known for planning way ahead, it's possible that they've had internal talks about using variations of the terms "Marvel Cinematic Universe" as their franchise's collective name. He just didn't use it until they're more certain that they can push through with their plans.