Tom Staggs, Kevin Mayer, John Turitzen and David Maisel on the Marvel/Disney deal, and how it came together without air conditioning.
former head of Walt Disney Direct-to-Consumer & International, remembered,"We put together some, I think, pretty compelling analysis as to how Marvel would be worth a lot more as part of Disney than it was as a standalone company."
At the time, before Marvel and Star Wars, Disney was seen as lacking in appeal as a brand to the teenage boy and young male market. Marvel was seen as an answer to that. Tom Staggs explains,"Marvel wasn't necessarily seen by everyone inside Disney as a natural fit, at first. We saw it as being highly complementary, and it took a little bit of doing with some of the folks to try to get people excited, but I think it had more to do with the nature of the content. It was a little more action-oriented.
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