Marvel Studios' disinterest in Helstrom doomed the series' prospects of success long before its release. While Hulu won acclaim for its earlier adaptations of Marvel Comics' darker street-level heroes, trying to sell a series without a connection to the MCU in a market full of shows about supernatural detectives proved too difficult a task.
Helstrom was based around two Marvel Comics anti-heroes; Satana Hellstrom and Daimon Hellstrom. Both the children of the Devil himself (though they were later retconned into being the children of a high-ranking demon), Satana sought to rise among the ranks of Hell while Daimon employed his demonic powers to protect the innocent. The Hulu series turned both siblings into half-humans seeking to use their powers in the cause of good, shortening Satana's name to Ana and removing one 'l' from their surname in the comics.
Production on Helstrom began in May 2019, when Hulu reached a deal with Marvel Studios to produce several live-action series based on Marvel Comics' horror properties, working through the Marvel Television production company. However, when Marvel Television was absorbed into Marvel Studios later that year, most of the proposed series (including a Ghost Rider show) were abruptly cancelled. Production on Helstrom continued, however, and the show finished filming in March 2020. Yet the question of whether or not Helstrom would be considered a part of the Marvel Cinematic Universe in the same way as earlier Marvel Television productions like Daredevil and Agents of SHIELD were not addressed until the week of the show's release.
When it was confirmed that Helstrom was set in its own reality independent of the MCU and all of the new TV series like Wandavision and Loki, not to mention the show was released without the Marvel name or logo on it, it was a death sentence for the fledgling series. Ignoring the lack of cross-promotion and attachment to a major brand with a sizeable fanbase, Helstrom was also hampered by a lack of distinction. Many of the things that made Satana and Daimon notable as characters in the comics were removed in Helstrom, such as their being the children of the Devil himself. As a result, there was little to set Ana and Daimon Helstrom apart from the many other supernatural detectives who currently have their own shows and many who watched Helstrom complained it was oddly bloodless and subdued for a show involving demons on a streaming service - concessions apparently made to make the show a better fit for the Marvel Studios brand.
Helstrom was also hurt by a seemingly unwillingness to fully commit to its concept. Changing the spelling of the main characters' surname to avoid offending those who might be upset by the use of the word 'hell' and removing the demonic heritage of the Helstrom siblings did little to pacify the same groups who boycotted Lucifer and Good Omens for their depictions of noble demons. It also did nothing to attract fans of the original comics, who might otherwise have formed a following around a more comics-accurate show.
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