Disney has both Marvel Studios' Marvel Cinematic Universe and Lucasfilm's Star Wars Universe. Warner Bros. and Legendary Entertainment have the Godzilla/King Kong-starring MonsterVerse. Since 2014, Universal has attempted to build its own shared cinematic universe featuring its library of classic monsters as the Dark Universe.
While each of these studios has had varying levels of success in creating respective shared cinematic continuity, what they all have in common is a clear sense of branding; it's also what Warner Bros.' DC Films and Sony's Spider-Man cinematic universe visibly lack.
Earlier this week, it was reported that Sony internally refers to its Spidey-centric film projects, including this year's Venom and the planned solo films for Silk and Morbius, as "Sony's Universe of Marvel Characters (SUMC)". This internal banner is not only awkwardly worded but it also directly evokes thoughts a more successful competing studio.
While Warner Bros. has been successful in branding its kaiju-centric film slate, the studio has yet to officially unveil a cinematic banner for the continuity between its DC Comics adaptations, which is surprising considering the shared universe is now five years old, having launched with 2013's Man of Steel. In 2015, Entertainment Weekly writer Keith Staskiewicz jokingly referred to the then-upcoming Batman v Superman: Dawn of Justice and Suicide Squad as taking place in the "DC Extended Universe (DCEU)". However, while the moniker stuck with the press, it was never officially adopted by Warner Bros.
Further adding confusion to the proceedings was last month's rumored branding by the studio. At Comic-Con International in San Diego, a banner announcing the DC Films' segment of Warner Bros.' presentation read, "Welcome to the Worlds of DC". As it turned out, though, while the banner was speculated to reflect the varying levels of continuity and connectivity between DC's planned film slate, the new moniker was never officially announced as an umbrella term by the studio.
Perhaps the biggest criticism shared by both Sony and DC is that the two studios' superhero films lack a clear sense of direction and cohesion. For Sony, its own "Marvel Cinematic Universe" lacks its web-slinging figurehead, Spider-Man. The studio had entered a shared licensing agreement with Marvel Studios for the character to appear in the MCU, meaning its decidedly Spider-Man-focused universe would have a Peter Parker-sized hole right at its heart.
Hard to call a cinematic universe the "Spider-Man Cinematic Universe" if you're legally bound to share Spider-Man cinematically.
A possible workaround, of course, is to focus on the supporting characters, as Sony is currently doing with its planned film projects. With a Silk solo film in production, the web-slinging superheroine could act as a Spider-Man surrogate, even boasting the same relative power set and origin story.
The Silk Cinematic Universe has a much better ring to it than Sony's Universe of Marvel Characters.