Kevin Feige’s "shared universe" model is the single most influential production strategy in modern Hollywood. Spanning 30+ films and a dozen TV series, the MCU turned B-list characters like Iron Man and the Guardians of the Galaxy into billion-dollar brands. Productions like Avengers: Endgame (2019) became global events, grossing $2.8 billion. The MCU’s influence is visible in every studio’s attempt to build their own cinematic universe (the failed DC Extended Universe, the "Dark Universe," etc.).
Today’s popular entertainment is increasingly non-American. Productions from South Korea (CJ ENM’s Parasite, Crash Landing on You), Japan (Toho’s anime slate), and the UK (Bad Wolf’s His Dark Materials) routinely top global charts. Studios now practice local-to-global production: brazzers candy scott wet hot indian wedding extra quality
Squid Game was developed by Korean studio Siren Pictures for Korean viewers. Netflix’s role was distribution and global marketing—not creative control. This contrasts with past “international co-productions” that often felt watered-down. Kevin Feige’s "shared universe" model is the single
Similarly, India’s T-Series (53 million YouTube subscribers, one of the world’s largest music and movie studios) demonstrates that popular entertainment no longer requires a Hollywood address. Squid Game was developed by Korean studio Siren
The last decade has witnessed a tectonic shift. The rise of streaming platforms has democratized production but also intensified the hunger for content. The new "studios" are not physical lots in Los Angeles but server farms and algorithm-driven commissioning boards.
Netflix Studios revolutionized the model. By abandoning the traditional theatrical window and betting on data, Netflix became a production juggernaut. Their philosophy is "give creators money and freedom, but track everything." This led to global phenomena like Stranger Things (80s nostalgia meets sci-fi horror), Squid Game (a South Korean social satire that became the platform’s biggest hit ever), and The Crown (a lavish royal drama). Netflix Studios produces more hours of original content in a year than any legacy studio did in a decade. The quality varies, but the cultural impact is undeniable. They proved that a production does not need to premiere in a cinema to be a "watercooler moment."
Amazon MGM Studios (formerly Amazon Prime Video) takes a different approach: the prestige arms race. Under the leadership of Jennifer Salke, Amazon has aimed to produce the next Game of Thrones. Their $1 billion production of The Lord of the Rings: The Rings of Power is the most expensive television series ever made, a gamble that signals their commitment to epic, high-budget fantasy. Simultaneously, productions like The Marvelous Mrs. Maisel and Reacher show a dual strategy: critical darling awards-bait and algorithmic, pulpy action that keeps subscribers engaged.