When Marvel Studios was formed in 2006, no one really knew it was planning on creating a new universe. The accompanying infographic shows how the studio has built its strategy on separate phases, with plans for movies stretching all the way out to 2028.

Its strategy has been so successful that the $4 billion the Walt Disney Co. purchased the studio for just five years ago has already been recouped in film profits alone. That's not including licensing and merchandising. According to Business Insider, the Marvel universe should be a cause for concern for rival DC Comics' owner Warner Bros., which has currently only paid lip service to a similar strategy.