We've seen how Marvel is dealing with continuity on the big screen, but what will they do with their small screen properties? I'm still not sure how the TV Hulk will work (although someone does - Guillermo del Toro recently handed in his pilot script), but Jessica Jones, the adaptation of Brian Michael Bendis' Alias, will be set right inside the Marvel Movieverse.
Melissa Rosenberg, who is writing the show, was asked about it while promoting Breaking Dawn (she's written all the Twilight movies), and she says that Tony Stark and Stark Industries are in the pilot. "As we go along things will alter in terms of what is made available to us, but we're definitely in that universe. We are in no way denying that that universe exists. And as much as I can I'm going to pull everything in from there that I can use."
It's a bit of a minefield, though, as not all of the Marvel characters are at home these days. "It's very tricky navigation there. You can't mention one guy because Fox has the rights to that guy and Universal has the rights to the other one. There are a lot of boundaries on who you can and can't use," she says. But she did get the three characters she wanted the most: Jessica Jones (duh), Luke Cage and Carol Danvers, aka Ms. Marvel.
The show won't be going to pilot for a little while because of when Rosenberg wrote the script, but she's hopeful for next year. "It fell between the cracks of the seasons and, hopefully, this will be the one."
I think it's important that the show reference the larger Marvel Universe, as that's basically the point of the comic. For those who don't know, Jessica Jones is a former superheroine who quits the tights and becomes a PI. Her unique relationship with the heroes of the Marvel Universe means that she's often dealing with them, and I think replacing them with faux versions ruins some of the fun.