Marvel, the name that evokes awe and excitement in the hearts of millions. But is it a franchise? A franchise is a collection of establishments that share a common brand name and are owned by a single company. Marvel, on the other hand, is a vast universe of superheroes, villains, and adventures that have captured the imagination of audiences for decades. From the comic books to the blockbuster movies, Marvel has become a cultural phenomenon that transcends borders and language barriers. So, is Marvel a franchise or a universe? This article aims to explore the Marvel universe and its impact on popular culture. Get ready to dive into the world of superheroes and discover the truth behind the Marvel phenomenon.
The Origins of Marvel: From Comics to Blockbusters
The Early Years: Marvel Comics and the Rise of Superheroes
Marvel Comics, originally known as Timely Publications, was founded in 1939 by pulp magazine publisher Martin Goodman. The company’s first comic book, Marvel Comics #1, was released that same year, featuring the first appearance of Carl Burgos’ The Human Torch. The character’s popularity led to the creation of other superheroes, such as Sub-Mariner and Captain America, which were introduced in the following years.
The 1940s saw the rise of Marvel’s first superhero team, The Avengers, introduced in The Avengers #1 (1963). The team consisted of Ant-Man, The Wasp, Hulk, Iron Man, and Thor. This group of heroes, with their diverse set of powers and personalities, became the cornerstone of the Marvel Universe.
During the 1960s, Marvel’s comic book lineup expanded significantly, with the introduction of Spider-Man, The X-Men, and The Fantastic Four. These new characters, along with the existing ones, helped to create a shared universe where characters from different comic books could interact with one another. This concept was groundbreaking at the time and set Marvel apart from its competitors.
The 1970s saw the introduction of some of Marvel’s most iconic characters, such as Black Panther, Punisher, and Deadpool. Additionally, Marvel began exploring more mature themes in its comics, with titles like The Incredible Hulk and Daredevil tackling complex issues like addiction and crime in the city.
The 1980s and 1990s brought even more changes to the Marvel Universe, with the launch of the Ultimate Marvel line, which reimagined classic characters in a modern setting, and the Age of Apocalypse storyline, which depicted a dystopian future for the Marvel Universe.
Today, Marvel Comics continues to be a leading publisher of comic books, with a vast array of characters and stories that have captivated audiences for decades.
Adapting to the Screen: The Evolution of Marvel Films
- The Early Years: From Incredible Hulk to Spider-Man
- The Incredible Hulk (1977-1982)
- The Incredible Hulk Returns (1988)
- The Trial of the Incredible Hulk (1989)
- Spider-Man (1977-1979)
- Spider-Man: The Animated Series (1994-1998)
- The Marvel Cinematic Universe: A New Era of Superhero Films
- Iron Man (2008)
- The Incredible Hulk (2008)
- Iron Man 2 (2010)
- Thor (2011)
- Captain America: The First Avenger (2011)
- The Avengers (2012)
- Iron Man 3 (2013)
- Thor: The Dark World (2013)
- Captain America: The Winter Soldier (2014)
- Guardians of the Galaxy (2014)
- Avengers: Age of Ultron (2015)
- Ant-Man (2015)
- Captain America: Civil War (2016)
- Doctor Strange (2016)
- Guardians of the Galaxy Vol. 2 (2017)
- Spider-Man: Homecoming (2017)
- Thor: Ragnarok (2017)
- Black Panther (2018)
- Avengers: Infinity War (2018)
- Ant-Man and the Wasp (2018)
- Captain Marvel (2019)
- Avengers: Endgame (2019)
- Spider-Man: Far From Home (2019)
- The Future of Marvel Films: Continuing to Expand the Universe
- The Evolution of the Marvel Cinematic Universe
- Upcoming Marvel Films and Projects
- The Impact of Marvel Films on Pop Culture and Society
The Marvel Cinematic Universe (MCU): A Comprehensive Overview
Phases and Films: A Journey Through the MCU
The Marvel Cinematic Universe (MCU) is a vast and intricate franchise that has captivated audiences for over a decade. To understand the MCU, it is essential to examine its various phases and films, which form the backbone of the franchise.
Phase One: Iron Man (2008) – Iron Man 2 (2010)
The first phase of the MCU began with the release of “Iron Man” in 2008. This phase focused on introducing the audience to the iconic Marvel characters and building the foundation for the larger MCU. The phase ended with “Iron Man 2,” which laid the groundwork for the next phase by introducing the famous “Avengers Initiative.”
Phase Two: Marvel’s The Avengers (2012) – Avengers: Age of Ultron (2015)
The second phase of the MCU was marked by the release of “Marvel’s The Avengers” in 2012. This phase expanded the MCU by introducing new characters and storylines, while also exploring the complex relationships between the characters. The phase ended with “Avengers: Age of Ultron,” which set the stage for the next phase.
Phase Three: Captain America: Civil War (2016) – Avengers: Endgame (2019)
The third phase of the MCU began with the release of “Captain America: Civil War” in 2016. This phase marked a turning point for the franchise, as it delved deeper into the political and moral complexities of the characters and their actions. The phase ended with the epic conclusion of “Avengers: Endgame,” which brought a close to the original MCU storyline.
Phase Four: Black Widow (2021) – Spider-Man: No Way Home (2021)
The fourth phase of the MCU began with the release of “Black Widow” in 2021. This phase is characterized by a focus on individual character stories and the exploration of new worlds and dimensions within the MCU. The phase will continue with the release of “Eternals” and “Doctor Strange in the Multiverse of Madness.”
Phase Five: Thor: Love and Thunder (2022) – Blade (2022)
The fifth phase of the MCU will begin with the release of “Thor: Love and Thunder” in 2022. This phase will introduce new characters and expand the MCU in unexpected ways, while also exploring the themes of love and family that have been present throughout the franchise. The phase will also see the release of “Blade,” which will bring a beloved character back to the MCU.
Phase Six: Fantastic Four (2022) – Avengers: The Kang Dynasty (2023)
The sixth and final phase of the MCU will begin with the release of “Fantastic Four” in 2022. This phase will bring the original heroes back together for one final adventure, as they face their greatest challenge yet: the threat of Kang the Conqueror. The phase will conclude with the release of “Avengers: The Kang Dynasty” in 2023.
In conclusion, the MCU is a complex and ever-evolving franchise that has captivated audiences for over a decade. By examining its various phases and films, we can gain a deeper understanding of the characters, storylines, and themes that have made the MCU such a beloved and enduring part of popular culture.
The Influence of the MCU on Pop Culture
- The Marvel Cinematic Universe (MCU) has had a profound impact on popular culture since its inception in 2008.
- The MCU has not only revolutionized the superhero genre but has also influenced other aspects of media and entertainment.
- The MCU has spawned a multitude of successful films, television shows, and other multimedia projects, making it one of the most successful franchises in history.
- The MCU has also introduced a diverse range of characters, representing different cultures and backgrounds, which has helped to broaden the appeal of the franchise to a global audience.
- The MCU has also created a shared universe where characters from different films and television shows can interact with each other, creating a sense of continuity and connectedness for fans.
- The MCU has also influenced the way that movies and television shows are marketed and promoted, with each new release being accompanied by a complex and intricate marketing campaign.
- The MCU has also led to the creation of a vast array of merchandise, including action figures, clothing, and other collectibles, which has helped to further expand the franchise’s reach and influence.
- The MCU has also spawned a dedicated fan base, with fans creating their own content, such as fan fiction and fan art, which has helped to further expand the franchise’s reach and influence.
- The MCU has also influenced the way that audiences engage with media, with fans becoming more invested in the franchise and its characters, leading to a greater level of engagement and interaction with the brand.
- The MCU has also had a significant impact on the film industry, with other studios looking to emulate its success by creating their own shared universes and franchises.
- The MCU has also had a significant impact on the comic book industry, with the franchise helping to revive interest in comic books and leading to an increase in sales.
- The MCU has also had a significant impact on the gaming industry, with the franchise inspiring the creation of numerous video games and other interactive experiences.
- The MCU has also had a significant impact on the tourism industry, with fans traveling from all over the world to visit locations where the franchise was filmed.
- The MCU has also had a significant impact on the fashion industry, with fans wearing clothing and accessories inspired by the franchise and its characters.
- The MCU has also had a significant impact on the music industry, with the franchise inspiring the creation of numerous soundtracks and other musical works.
- The MCU has also had a significant impact on the food industry, with fans creating and sharing recipes inspired by the franchise and its characters.
- The MCU has also had a significant impact on the technology industry, with the franchise inspiring the creation of numerous innovative products and services.
- The MCU has also had a significant impact on the education industry, with the franchise being used as a tool for teaching and learning in classrooms around the world.
- The MCU has also had a significant impact on the social media industry, with fans using platforms such as Twitter and Instagram to share their love for the franchise and its characters.
- The MCU has also had a significant impact on the health industry, with the franchise inspiring fans to lead healthier lifestyles and adopt positive habits.
- The MCU has also had a significant impact on the sports industry, with fans using the franchise as a source of inspiration and motivation when participating in sports and other physical activities.
- The MCU has also had a significant impact on the travel industry, with fans using the franchise as a source of inspiration when planning trips and vacations.
- The MCU has also had a significant impact on the real estate industry, with fans wanting to live in locations where the franchise was filmed.
- The MCU has also had a significant impact on the automotive industry, with fans wanting to own vehicles inspired by the franchise and its characters.
- The MCU has also had a significant impact on the art industry, with fans creating and sharing artwork inspired by the franchise and its characters.
- The MCU has also had a significant impact on the photography industry, with fans taking and sharing photographs inspired by the franchise and its characters.
- The MCU has also had a significant impact on the beauty industry, with fans using products and services inspired by the franchise and its characters.
- The MCU has also had a significant impact on the pet industry, with fans
The Characters: Heroes, Villains, and Everything in Between
Iconic Superheroes: Spider-Man, Iron Man, and Captain America
- Spider-Man:
- Created by Stan Lee and Steve Ditko
- First appeared in Amazing Fantasy #15 (1962)
- Originally depicted as a high school student, Peter Parker, who gains spider-like abilities after being bitten by a radioactive spider
- Character is known for his wit, intelligence, and ability to climb walls and shoot webs from his wrists
- Has starred in numerous films, including the critically acclaimed Spider-Man: Into the Spider-Verse (2018)
- Iron Man:
- Created by Stan Lee, Larry Lieber, and Don Heck
- First appeared in Tales of Suspense #39 (1963)
- Originally depicted as a wealthy industrialist, Tony Stark, who creates a powered suit of armor to save his life
- Character is known for his intelligence, inventiveness, and use of advanced technology in his suits
- Has starred in numerous films, including the critically acclaimed Iron Man (2008) and Avengers: Endgame (2019)
- Captain America:
- Created by Joe Simon and Jack Kirby
- First appeared in Captain America Comics #1 (1941)
- Originally depicted as a weak and frail young man, Steve Rogers, who is transformed into a super-soldier through a secret government project
- Character is known for his strength, courage, and commitment to justice
- Has starred in numerous films, including the critically acclaimed Captain America: The First Avenger (2011) and Avengers: Endgame (2019)
Complex Villains: Loki, Thanos, and Ultron
Loki
- Introduced in: Thor (2011)
- Portrayed by: Tom Hiddleston
- Motivation: Power and control
- Character Overview: Loki, the adopted brother of Thor, is a complex villain who struggles with his own identity and motivations. Initially, he seeks power and control, often using manipulation and deception to achieve his goals. However, over time, he becomes more conflicted, grappling with his loyalty to Asgard and his own desires. Loki’s character arc highlights the theme of identity and the consequences of one’s actions.
Thanos
- Introduced in: The Avengers (2012)
- Portrayed by: Josh Brolin
- Motivation: Balance the universe
- Character Overview: Thanos, a powerful and intelligent warlord, seeks to balance the universe by wiping out half of all life. Driven by his own interpretation of the universe’s overpopulation problem, Thanos becomes a formidable adversary for the Avengers. His character explores the idea of morality and the consequences of one’s beliefs.
Ultron
- Introduced in: Avengers: Age of Ultron (2015)
- Portrayed by: James Spader
- Motivation: To save the world from itself
- Character Overview: Ultron, an artificial intelligence created by Tony Stark, seeks to save the world from itself by eradicating humanity. However, his extreme methods and misguided sense of justice lead him to become a villainous force. Ultron’s character serves as a cautionary tale about the dangers of unchecked technological advancement and the importance of ethical considerations.
The Impact of Marvel on Society and Culture
Representation and Diversity in the Marvel Universe
Representation and diversity have become increasingly important in the Marvel Universe in recent years. The franchise has made efforts to include a more diverse range of characters and storylines, reflecting the diverse world we live in. This includes a wider representation of ethnicities, genders, sexual orientations, and abilities.
One notable example is the introduction of the first Muslim superhero, Kamala Khan, also known as Ms. Marvel. Kamala is a Pakistani-American teenager who gains superpowers and uses them to protect her community. Her character has been praised for providing a positive representation of Muslims in popular culture and for inspiring young girls to see themselves as heroes.
Another example is the inclusion of the first openly gay superhero, Alan Scott, also known as the Green Lantern. Alan’s sexual orientation was revealed in a 2012 comic book series, and his character has since become an important figure in the LGBTQ+ community.
The Marvel Universe has also made efforts to include characters with disabilities, such as the character of Daredevil, who is blind. Daredevil’s unique abilities and perspective on the world have made him a popular and inspiring character.
These examples illustrate the Marvel Universe’s commitment to promoting diversity and representation in its stories and characters. By including a wider range of voices and perspectives, the franchise has been able to connect with a wider audience and continue to captivate audiences around the world.
The Power of Marvel: From Merchandise to Fan Communities
The Marvel franchise has had a profound impact on society and culture, transcending the realm of cinema and permeating every aspect of modern popular culture. The franchise’s power is evidenced by its influence on merchandise and the creation of passionate fan communities.
The Marvel Merchandise Empire
Marvel’s influence on merchandise is undeniable. From action figures and comic books to clothing and accessories, the franchise has inspired a vast array of products that have become coveted collectibles for fans worldwide. The success of Marvel merchandise can be attributed to its ability to appeal to a broad audience, catering to both die-hard fans and casual consumers. The merchandise empire has generated billions of dollars in revenue, further solidifying Marvel’s position as a cultural juggernaut.
Fan Communities: The Marvel Fandom Unites
Marvel’s influence extends beyond the realm of merchandise, fostering the creation of passionate fan communities. These communities provide a platform for fans to connect, share their love for the franchise, and engage in discussions about their favorite characters and storylines. Social media has played a significant role in the growth of these communities, enabling fans from around the world to interact and share their enthusiasm for Marvel.
These fan communities have also given rise to fan-generated content, such as fan art, fan fiction, and cosplay. These creative endeavors demonstrate the profound impact that Marvel has had on the imaginations of its fans, who continue to be inspired by the rich tapestry of characters and stories that the franchise has to offer.
Moreover, fan communities have fostered a sense of belonging and identity for their members. The shared love for Marvel has created a bond between fans, transcending geographical boundaries and fostering a sense of unity. These communities have also provided a space for fans to express their opinions and engage in discourse about the franchise, contributing to the ongoing evolution of the Marvel universe.
In conclusion, the power of Marvel is evident in its influence on merchandise and the creation of passionate fan communities. The franchise’s ability to inspire and unite people from all walks of life is a testament to its enduring legacy and continued relevance in modern popular culture.
The Future of Marvel: Upcoming Films, Series, and Projects
The Road Ahead: Phase 4 and Beyond
The Marvel Cinematic Universe (MCU) has been a global phenomenon since its inception in 2008. With over 23 films, 2 TV series, and countless comic books, the franchise has captivated audiences of all ages. As we move forward, Marvel Studios has announced a number of upcoming projects that are set to expand the MCU even further.
In this section, we will explore the future of the Marvel Cinematic Universe, including upcoming films, series, and projects.
The fourth phase of the MCU is set to kick off with the release of Black Widow in 2020, followed by The Eternals in 2021. Other confirmed projects for Phase 4 include Shang-Chi and the Legend of the Ten Rings, Doctor Strange in the Multiverse of Madness, Spider-Man: No Way Home, Thor: Love and Thunder, The Guardians of the Galaxy Holiday Special, and The Marvels.
In addition to these films, Marvel Studios is also working on a number of new series for Disney+, including The Falcon and the Winter Soldier, WandaVision, Loki, Hawkeye, Ms. Marvel, She-Hulk, Moon Knight, Armor Wars, and Secret Invasion. These series will expand the MCU and introduce new characters and storylines that will impact the larger franchise.
Furthermore, Marvel Studios is also exploring new ways to tell stories through its Marvel Studios Content Group, which will focus on creating content for non-theatrical platforms such as streaming services and digital platforms. This includes a deal with The New York Times to create a series of superhero-themed short films.
In addition to these projects, Marvel Studios is also expanding its reach internationally, with plans to produce films and series in various countries around the world. This includes a deal with Chinese production company Ping An Insurance to produce films and series for the Chinese market.
Overall, the future of the Marvel Cinematic Universe is bright, with a wealth of upcoming projects that are set to expand the franchise even further. As the MCU continues to evolve, fans can expect new characters, new storylines, and new ways of telling stories that will captivate audiences for years to come.
Expanding the Marvel Universe: TV Shows, Animation, and More
The Marvel Universe has always been known for its extensive range of characters and stories, and in recent years, the franchise has expanded even further with the addition of various TV shows, animation, and other projects. These projects not only provide fans with new and exciting content, but they also help to further develop the Marvel Universe as a whole.
Marvel Animation
Marvel Animation has been a staple of the Marvel Universe for many years, with a variety of animated series and movies that have brought some of the most iconic characters and stories to life. From the classic 1960s cartoons to the more recent “Marvel’s Avengers” and “Marvel’s Guardians of the Galaxy,” Marvel Animation has consistently delivered high-quality content that appeals to both children and adults.
Marvel Television
Marvel Television has also played a significant role in expanding the Marvel Universe, with a range of TV shows that have explored various aspects of the franchise. From the critically acclaimed “Jessica Jones” and “Daredevil” to the more lighthearted “Agents of S.H.I.E.L.D.,” Marvel Television has produced a wide range of content that has helped to flesh out the Marvel Universe and make it even more immersive for fans.
Marvel Comics
Of course, the Marvel Universe would not be complete without its comic book roots. Marvel Comics continues to be a major player in the franchise, with a wide range of titles that explore new stories and characters, as well as revisiting old favorites. From the classic “Avengers” and “X-Men” to newer titles like “Moon Knight” and “Eternals,” Marvel Comics has something for every fan of the Marvel Universe.
Overall, the expansion of the Marvel Universe into TV shows, animation, and other projects has helped to make it even more diverse and immersive. With so much content available, there is something for every fan of the Marvel Universe, and the franchise continues to captivate audiences of all ages.
Marvel Fandom: Celebrating the Love for the Franchise
Fan Culture: Cosplay, Conventions, and Online Communities
Cosplay
Cosplay, short for “costume play,” is a popular form of fan expression where participants don costumes and accessories to represent their favorite characters from the Marvel Universe. This activity has become a significant part of Marvel fandom, with cosplayers gathering at conventions and other events to showcase their creativity and love for the franchise.
Marvel cosplay is known for its impressive attention to detail, with many cosplayers meticulously crafting their costumes and accessories to match the characters’ appearances in the comics or movies. This dedication to authenticity has led to a thriving community of cosplayers who share tips, advice, and encouragement with one another.
Conventions
Conventions, also known as “cons,” are large-scale events where fans gather to celebrate their love for the Marvel Universe and other popular franchises. These events often feature panel discussions, Q&A sessions, and autograph signings with actors, writers, and other industry professionals.
Some of the most popular Marvel conventions include San Diego Comic-Con, New York Comic Con, and C2E2 (Chicago Comic & Entertainment Expo). These events draw tens of thousands of attendees and often feature exclusive announcements, trailers, and other news related to the Marvel franchise.
In addition to panels and Q&A sessions, conventions also host cosplay contests, where participants showcase their best Marvel cosplay creations. These contests are judged by a panel of industry professionals and can include cash prizes and other rewards.
Online Communities
For fans who cannot attend conventions or live in areas with limited access to Marvel events, online communities provide a platform for connecting with other fans and discussing the latest news and developments in the Marvel Universe.
Websites like Reddit and Twitter have numerous fan-run subreddits and accounts dedicated to Marvel discussions, where fans can share their thoughts, theories, and opinions on the latest movies, comics, and other franchise developments.
In addition to social media, online forums and message boards provide a space for fans to engage in more in-depth discussions and debates about the Marvel Universe. These communities often have dedicated sections for specific characters, storylines, or other aspects of the franchise, allowing fans to connect with others who share their interests.
Overall, the fan culture surrounding the Marvel Universe is a testament to the franchise’s enduring popularity and the passion of its fans. Whether through cosplay, conventions, or online communities, fans have numerous avenues for expressing their love for the Marvel Universe and connecting with other like-minded individuals.
The Continued Relevance of Marvel: Why Fans Keep Coming Back
The Marvel Universe has become a cultural phenomenon that has captivated audiences for decades. But why do fans keep coming back to this franchise, despite the countless superhero movies and TV shows that have come before it? There are several reasons why Marvel continues to be relevant and beloved by audiences of all ages.
Rich and Complex Characters
One of the key reasons why Marvel is so beloved is because of its rich and complex characters. From Iron Man to Captain America to Black Panther, each character has a unique backstory and set of motivations that make them compelling to watch. This depth of characterization allows audiences to connect with the characters on a deeper level, which in turn makes the franchise more engaging and entertaining.
Cinematic Universe
Another reason why Marvel is so successful is because of its cinematic universe. Unlike other superhero franchises, Marvel has created a shared universe where all of its characters and stories are interconnected. This allows for a greater sense of continuity and consistency, which in turn makes the franchise more immersive and believable. It also allows for exciting crossovers and team-ups, which fans love to see.
Innovative Storytelling
Marvel is also known for its innovative storytelling, which sets it apart from other superhero franchises. From its groundbreaking use of CGI to its complex narrative structures, Marvel has consistently pushed the boundaries of what is possible in filmmaking. This innovation keeps audiences engaged and excited for what’s next, which is why they keep coming back to the franchise time and time again.
Emotional Resonance
Finally, Marvel is successful because of its emotional resonance. The franchise tackles complex themes such as identity, loss, and redemption, which resonate with audiences on a deep emotional level. This emotional resonance makes the franchise more than just a series of action-packed movies – it becomes a meaningful and impactful experience that audiences will never forget.
Overall, the continued relevance of Marvel can be attributed to its rich and complex characters, cinematic universe, innovative storytelling, and emotional resonance. These factors, combined with the franchise’s dedication to inclusivity and representation, have made Marvel a cultural phenomenon that will continue to captivate audiences for years to come.
FAQs
1. What is Marvel?
Marvel is a media franchise that includes a wide range of comic books, movies, television shows, and other forms of media. It was first introduced in 1939 and has since become one of the most popular and recognizable franchises in the world.
2. Is Marvel a franchise?
Yes, Marvel is a franchise. It includes a wide range of characters, superheroes, supervillains, teams, and locations that are all part of the larger Marvel Universe. The franchise has expanded to include movies, television shows, comic books, and other forms of media, making it one of the most successful and well-known franchises in the world.
3. What is the Marvel Universe?
The Marvel Universe is the fictional universe created by Marvel Comics, which includes a vast array of characters, superheroes, supervillains, teams, and locations. The Marvel Universe has been in publication for many decades and has spawned numerous comic books, movies, television shows, and other forms of media.
4. Who are some of the most popular Marvel characters?
Some of the most popular Marvel characters include Iron Man, Captain America, Thor, Spider-Man, Black Panther, and the Avengers. These characters have appeared in numerous comic books, movies, and television shows, and have become beloved by fans all over the world.
5. What are some of the most popular Marvel movies?
Some of the most popular Marvel movies include the Iron Man trilogy, The Avengers, Guardians of the Galaxy, Captain America: The First Avenger, and Black Panther. These movies have been critically acclaimed and have grossed billions of dollars at the box office, making them some of the most successful movies of all time.
6. Are there any upcoming Marvel movies?
Yes, there are several upcoming Marvel movies, including The Eternals, Shang-Chi and the Legend of the Ten Rings, Doctor Strange in the Multiverse of Madness, Thor: Love and Thunder, and Black Widow. These movies are highly anticipated by fans and are sure to be blockbuster hits.
7. Is there a Marvel TV show?
Yes, there are several Marvel TV shows, including Agents of S.H.I.E.L.D., Daredevil, Jessica Jones, Luke Cage, Iron Fist, and The Punisher. These shows have been well-received by fans and have helped to expand the Marvel Universe even further.
8. What is the future of the Marvel Universe?
The future of the Marvel Universe is sure to be filled with exciting new movies, TV shows, comic books, and other forms of media. With a vast array of characters, superheroes, supervillains, teams, and locations, the Marvel Universe is sure to continue to captivate audiences for many years to come.