entailed changes to both the publishing format and the universe to attract new readers.

It marked the next stage of the Marvel ReEvolution initiative,[1] which began in March 2012.

[2] The original run went through several waves before coming to an end in May 2015 at the start of the "Secret Wars" storyline.

Alonso further explained, "From October through February, we’ll provide at least one great reason for readers—old, lapsed or new—to go into a comic store each week: a new issue #1, featuring an exciting new creative team and driving concept, that’s an easy entry-point into the Marvel Universe."

Marvel Chief Creative Officer Joe Quesada stressed that unlike DC Comics' The New 52, it is not a reboot, but a shifting of the Marvel Universe following the events of Avengers vs. X-Men.

[8] In July 2014, Marvel announced that a fourth wave, Avengers Now!, would launch in October.

The wave focuses exclusively on solo titles for individual Avengers, and takes place in the aftermath of the "Original Sin" storyline.

Following the conclusion of Secret Wars, the universe was scheduled to be relaunched again with the branding All-New All-Different Marvel.

[10] Alonso described the relaunches as reminiscent of the North American television season, explaining "I think that the comics industry – certainly, we are – slowly working into a season model that's not too unlike what we see in our favorite cable TV shows: a seasonal model that offers accessible entry points for new readers and is respectful of long-term fans.

[12] Marvel Executive Editor Tom Brevoort stated that the relaunch was timed to coincide with "Civil War II" as means to "refresh and revitalize" the titles explaining, "One of the things a big event story is judged on, rightly or wrongly, is what kind of an impact it has on the Marvel Universe in its aftermath.