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Disney’s purchase of Marvel is a super deal
Disney's $4-billion deal for Marvel Entertainment isn't simply an acquisition. It's a reinvention.
The future of Chairman Bob Iger's media conglomerate had been turning increasingly cloudy as family entertainment, especially in the movies, has evolved from old-fashioned, squeaky-clean Disney fare to the edgier, more unsettling PG-13 universe populated by Marvel's arsenal of comic superheroes.
But the recent purchase gives Disney access to Marvel's voluminous library of superheroes, which include Spider-Man, Iron Man, theX-Men, Captain America, Thor and the Fantastic Four and about 4,995 other comic-book characters.
The Marvel deal, like the $7.4-billion 2006 pact Iger negotiated to bring Pixar into the Disney fold, is another sign that Disney’s top brass realises that the company's reign as an original creative engine for mass entertainment is over. Once an idea factory full of brilliant animators and imagineers, Disney is now a mass merchandising machine in search of exploitable product, whether it comes from Marvel, Pixar or DreamWorks, which will be releasing its upcoming slate through Disney as
well.
While Pixar is now around to bolster the animation side of the business, the live-action end has been in the doldrums. In fact, since the studio's lucrative "Pirates of the Caribbean" series premiered in 2003, Disney hasn't been able to launch another broad-appeal international franchise. That would be a huge gaping wound for any studio but especially for Disney, which needs new mass appeal product to feed its real profit centres -- its merchandis-
ing division, theme parks and TV channel.
The sweet-natured vibe of older Disney films is losing its appeal. In recent years, parents have become comfortable with a new, more intense level of violence and action. And, of course, it is Marvel more than any other film producer that has tapped into that new sensibility with its "Spider-Man," "Iron Man" and "X-Men" franchises.
"The real difference maker with Marvel," says one rival studio chief,
"is that it makes movies where the parents are just as excited to see the film as their kids. That's the difference between a movie barely making $100 million -- like a lot of Disney's homegrown products — and a movie making $300 or $400 million. It's a whole different playingfield."
The purchase of Marvel allows Disney to broaden its brand.
Disney can now be the studio that encompasses every niche of family entertainment, from "High School Musical" to "Pirates of the Caribbean" to "Toy Story" to "Spider-Man." For years, everyone has tried to take all of the risk out of the movie business. For Disney, this latest purchase is a way to take all of the unbranded -- meaning risky, obscure or experimental -- material out of its wheelhouse. The studio is now a giant collection of familiar, easily accessible brands -- Marvel, Pixar, Spielberg and Bruckheimer -- all under one large, even more familiar umbrella brand: Disney. It is a sprawling company that will probably someday look a lot more like Procter & Gamble than a movie studio.
Source: Los Angeles Times