How Marvel Studios’ understanding of the importance of comedy and improvisation has led to their success

It’s no secret that I am an absolutely huge Marvel fan. While the rise of the MCU may be controversial (see Martin Scorsese’s comments about how the MCU is “not cinema”), it’s undeniable that Marvel has reshaped the landscape of modern filmmaking with its ubiquity and popularity.

The reason Marvel is so popular? My personal belief is that Marvel Studios invested early and often in the power of comedy, and more specifically, improv.

It’s no secret that many of the most lauded and successful comedy movies and TV shows of the last 20 years have used ensemble-driven improvisation during the filmmaking process, including the works of directors like Judd Apatow and Christopher Guest and sitcoms such as The Office and Parks and Recreation.

But Marvel Studios took this approach to a whole new level. They recognized that while superheroes might be the focus, it’s the human element that connects with audiences—humor, spontaneity, and those unexpected, unscripted moments that make characters feel real. This is where improvisation shines.

In fact, the MCU’s comedic genius is the defining feature of many of its most successful movies, such as Thor: Ragnarok, Guardians of the Galaxy, and Spiderman: No Way Home, with directors encouraging ad-libbed lines (Tony Stark’s line, “I am Iron Man” was actually improvised!) and directors such as James Gunn and Taika Waititi even including improv as part of the filmmaking process (“He’s a friend from work!”).

This isn’t just a happy accident. Marvel Studios’ creative leaders know that the energy of improvisation brings something raw and authentic to their films, which resonates deeply with audiences. It’s no wonder that the massive success of Iron Man in 2008 has since given rise to similarly comedic superhero movies from other studios, such as Shazam and James Gunn’s Suicide Squad (both rated 90% on Rotten Tomatoes, making them the #5 and #6 highest-rated DC movies on Rotten Tomatoes, respectively), and superhero TV shows such as Peacemaker, Doom Patrol, and Harley Quinn (all rated above 97% on Rotten Tomatoes).

But why does this matter to us at Windhaus Improv? Because the very principles that have propelled the MCU to success are at the core of what we teach and perform. Improv isn’t just about being funny; it’s about being present, listening, and reacting in the moment. It’s about creating something that feels alive and spontaneous, something that can’t be replicated by a script alone.

When we teach improv or perform in our shows, we’re tapping into the same energy that makes Marvel movies so engaging. We’re drawing on the power of spontaneity to connect with our audience, to surprise and delight them, and to create moments that feel real and meaningful.

So the next time you’re watching a Marvel movie and laughing at an off-the-cuff line, remember: that’s the magic of improv at work. And it’s the same magic we bring to every class, every rehearsal, and every show at Windhaus Improv. Whether you’re a die-hard Marvel fan or just someone who appreciates a good laugh, there’s something incredibly powerful about the unexpected—and that’s what makes improv, and Marvel, so special.

Mojo does an excellent job of recapping all of the unscripted moments in the MCU here: Top 30 Best Unscripted Moments in MCU Movies