Part 3/10:
The Marvel Studios Resurgence and the Reboot
By the late 2000s, Marvel Studios was emerging as a powerhouse in film, primarily with Iron Man (2008), which became an unexpected hit. Marvel's strategy was to reintroduce the Hulk within their shared universe, though negotiations over rights complicated the process. Initially, universal rights and prior studios' involvement hindered a definitive solo Hulk film. In 2008, Marvel collaborated with Universal for The Incredible Hulk, directed by Louis Letterier and starring Edward Norton. Marvel promised Norton a significant creative role—he was to write and star in the film, rewriting the script during production.