Inside Marvel's Cinematic Universe: Untold Stories Behind Iron Man's Casting and Early Films

Dive into an intriguing Twitter thread revealing behind-the-scenes insights into Marvel's first films, Tony Stark's character development, and Kevin Feige's influential career.

The blockbuster sensation "Avengers: Endgame" quickly soared to become one of the highest-grossing films ever worldwide. Yet, it's hard to imagine that Marvel's cinematic universe began as a bold experiment, with even producers doubting its potential success.

Ivan Talachev shares captivating details about the enormous risks involved, why "Iron Man" was the initial focus, and the actors considered for the iconic role before Robert Downey Jr. stepped in.

1. The story starts with an introduction to Marvel Entertainment's leadership, where Kevin Feige was initially a humble assistant.

Isaac Perlmutter, Marvel Entertainment's head

A shrewd, tight-fisted business veteran with a hawk-like instinct for deals.

Avi Arad, Marvel's creative chief

A passionate producer and rock star who, alongside Perlmutter, rescued Marvel from bankruptcy and pushed out competitors. His love for Spider-Man led him to produce every major film featuring the character, including "Homecoming" and "Spider-Verse."

Kevin Feige

At the beginning, he literally carried bags for Avi Arad. Today, he's one of the most influential figures in entertainment, capable of revealing multiple upcoming phases of the MCU.

2. Marvel's leadership frequently clashed with Sony over the Spider-Man rights agreements.

Perlmutter, obsessed with every cent, was furious that Marvel earned only a small percentage from Spider-Man films despite the character’s immense popularity.

After Spider-Man's first film grossed $820 million globally, Perlmutter repeatedly sought to renegotiate terms, even creating a creative committee to ensure Peter Parker's portrayal met strict guidelines, including his youth and personal traits.

3. The iconic Marvel logo almost didn't get its $80,000 budget approval.

Despite Perlmutter’s anger at Sony being credited for Spider-Man, he initially refused Avi Arad’s request for $80,000 to create the Marvel logo, insisting their own team should design it for free.

Perlmutter was so afraid of financial losses that he insisted Marvel would only produce films if there was zero risk to money and assets.

4. The turning point came with David Maisel, who devised a strategy to boost film revenue while minimizing risk.

Maisel, a comic book fan and businessman, proposed Marvel could earn over 5% from each licensed film's revenue. Despite his passionate pitch, the board dismissed him, emphasizing the need for a risk-free approach.

He was told, "You’re not Spielberg; we can't jeopardize the company for your film dreams. Find a risk-free way, or leave us alone."

5. The plan to launch Marvel's film production involved securing funding for four movies.

Maisel was tasked to raise $500 million with no risk to Marvel. After nearly a year, he secured a $525 million loan from Merrill Lynch, allowing Marvel to produce films with PG-13 ratings and budgets under $165 million.

If all four films failed to recoup the loan, the bank would take rights to characters Marvel no longer needed, enabling Marvel to return to comics and merchandise without financial loss—but losing film rights forever.

6. Tom Cruise was initially considered for Iron Man, delaying production.

Iron Man's rights were then with New Line Cinema, and Tom Cruise's interest stalled casting since the studio wouldn't consider others, while Cruise hesitated to commit.

Studio heads doubted the appeal of a hero in a flying metal suit, questioning the concept’s viability.

7. Marvel broke Hollywood etiquette to regain Iron Man rights.

Marvel waited for New Line's option to expire and declined to renew, legally reclaiming rights but angering New Line.

After negotiations, Marvel's initial film slate was set: Captain America, Thor, Iron Man, and Hulk.

8. The choice of the first film was decided by children.

Marvel showed preschoolers character art and asked which toy they preferred. The unanimous favorite was Iron Man, guiding the studio’s decision on where to start.

9. Terrence Howard, who played Rhodey in the first Iron Man film, earned more than Robert Downey Jr.

Howard received $3.5 million, while Downey Jr. earned $2.5 million. Marvel believed Howard’s presence would add gravitas to the film. Ironically, this changed quickly.

10. Howard’s salary demands for the sequel led to his replacement.

Howard requested $5 million for Iron Man 2, resulting in Don Cheadle replacing him swiftly, surprising many who barely remembered Howard’s role.

11. Colin Farrell and Patrick Dempsey were also considered for Tony Stark.

Kevin Feige championed Downey Jr., believing only someone who had battled personal demons could authentically portray Stark.

Downey Jr. impressed Marvel executives during auditions, reportedly securing the role immediately.

12. The Mandarin was initially planned as the villain in the first Iron Man film.

However, concerns over $10–20 million in additional costs for filming in China led to the decision to cast Jeff Bridges as Obadiah Stane instead.

13. The post-credits scene in Iron Man was Kevin Feige's idea.

Feige envisioned the scene where Tony Stark meets Nick Fury, hinting at the larger Marvel Universe and the Avengers initiative, setting a new standard for interconnected storytelling.

14. Early box office projections for Iron Man in the US were modest, around $100 million.

Marvel was anxious about the launch, but the film exceeded expectations, earning over $300 million domestically and nearly $600 million worldwide.

15. Robert Downey Jr. and director Jon Favreau received luxury cars as rewards for the film’s success.

David Maisel asked Perlmutter if they could gift Downey Jr. and Favreau a Bentley and Mercedes, respectively, as tokens of appreciation. Perlmutter approved.

Fun fact: Jon Favreau also played Happy Hogan, Tony Stark’s bodyguard, appearing in all Iron Man films and returning in Spider-Man movies and the Avengers finale.

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