Movies
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The thing about the Marvel Cinematic Universe is they already had a massive comic book universe to build from with thousands of stories and characters, and that excludes the ones they already licensed out. Only other IP that can match that catalog is DC, and they keep retreating back to Batman and Superman. Building a cinematic universe from a single character or premise requires way more planning and preparation than studios are willing to spend on.
I actually don’t even know if it’s the planning, studios don’t have the patience for it, the Infinity Saga took 10 years to build to the crescendo they hit around Civil War and that was enhanced by the surprisingly wide appeal of Guardians of the Galaxy, a refreshing shift to Thor(which they eventually overplayed) and the major cultural moment of Black Panther to get there