Marvel Tops DC at the Box Office Because Fans Emotionally Connect With Its Characters, Study Shows

Humor also plays a role

Comic book franchises are making their way to screens big and small now more than ever before, with Disney’s Marvel leading the way.

According to a study done by automated market research tech provider ZappiStore, the success of Marvel at the box office and beyond can be linked to the viewer’s emotional engagement with the superheroes during a Marvel movie trailer.

ZappiStore was able to test a viewer’s emotional engagement with a series of Marvel and DC movie trailers by using a facial coding and emotion recognition platform called Affectiva.

The respondents participating in the Marvel/DC study, and others like it, only need internet connectivity and a standard web camera.

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