Walt Disney Co. is about to lay out $4 billion to add Marvel Comics to its family – uniting Spider-Man and Mickey Mouse under the same banner. The purpose of the acquisition is to enable Disney to reconnect with the young, male audience it has been losing over the last several years.
While the timing of the deal may seem odd, taking place as it does in a time when the media business is coping with shrinking audiences and declining advertisers, Disney will be acquiring a stable of very popular characters to use in virtually arm of its business interests. Movies, television, comic books, theme parks; live action, animation – for Disney – and Marvel, too – this could be a match made in financial heaven.
As Disney Chief Financial Officer Tom Staggs told Reuters on Monday, “(Marvel’s) audience is surprisingly broad. It transcends gender and age and has real potential worldwide. They skew a little more toward boys than many of our properties.”Read more »