31 August 2009 1480 Views

News of the Day: Disney acquires Marvel

by Alex Gerage

For those that have not already heard, it was announced this morning that Disney has purchased Marvel Entertainment for 4 billion dollars.  Head over to SuperHeroHype to look at the press release and updates that are emerging (including a supposed meeting between John Lassiter and Marvel last week).  In addition, CNBC has some reaction from Disney CEO Robert Iger.

This is an absolutely huge story that might forever change some of our favorite superhero properties on film.  I think there are a lot of opportunities that a company that Disney provides for filmmakers, mostly through financial resources.  The question becomes will the creative brain trust at Marvel be compromised due to Disney’s influence.  I’d like to think Disney is smarter than that, and maybe they’re looking to expand their demographics by acquiring more adult-ish oriented properties.

From a viral marketing point of view, I think there is a very good chance we may see the last of viral campaigns with Marvel characters.  I say this is because Disney has little reason to devote resources to a niche specific marketing campaign when they own theme parks, stores, and television stations.  They’re films have always been marketed through traditional means due to their sheer size, and I don’t see that changing now.

What are your thoughts about this?  Does the sound of a Pixar-Marvel animation film just get you giddy with joy?  Or do you feel the portrayal of Marvel characters will be toyed with to meet the family-friendly product Disney seeks?  Leave your comments below.



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