The Walt Disney Company acquired Marvel Entertainment, Inc. at a price of $4. 24 billion, on December 31, 2009. Since then Marvel Entertainment has been run as a limited liability company under the Walt Disney Company. Isaac Perlmutter CEO of Marvel Entertainment continued to retain his position after the Disney purchase and he now “oversee Marvel properties and will work with Disney's corporate branch to integrate Marvel's properties under the Disney umbrella. (w1) "Disney is the perfect home for Marvel's fantastic library of characters given its proven ability to expand content creation and licensing businesses," said Perlmutter. "This is an unparalleled opportunity for Marvel to build upon its vibrant brand and character properties by accessing Disney's tremendous global organization and infrastructure around the world. "(w1) Corporate structure at marvel Entertainment is further divided base on the company’s operating divisions and subsidiaries.
The three divisions part of Marvel Entertainment are Marvel Toys, Marvel Television, and Spider-man Merchandising, L. P. Marvel Toys, the toy division of Marvel Entertainment is run by Isaac Perlmutter. Marvel Television launched in 2010 is run by Jeph Loeb. And Spider-man Merchandising, L. P is “a joint venture of Marvel and Sony Pictures Consumer Products Inc, which owns the rights to Spider-Man movie related licensed products. ”(w2) Much of the media content that comes from Marvel Entertainment is produced under several different subsidiaries. ? Marvel Entertainment International Limited Marvel Film Productions LLC ? Marvel Internet Productions LLC ? Marvel Property, Inc. ? Marvel Toys Limited ? MRV, Inc. ? MVL Development LLC ? MVL International C. V. intellectual property holding companies ? Marvel Characters, Inc. ? Marvel Characters B. V. ? Marvel International Character Holdings LLC ? Marvel Publishing, Inc. ? Marvel Studios ? MVL Film Finance LLC ? Marvel Animation B. Corporate Culture Since new came out about Disney’s acquisition of Marvel Entertainment many critics said it would have an enormous effect on the culture at marvel.
Several of these early reports were due to the fact of contrast between Marvel’s dark villains and heroes, and Disney’s more kid friendly characters. Manny people feared that the parent company Disney would try to change many of Marvel’s franchise characters, and viewed this change in corporate culture as a weakness to the future of Marvel Entertainment. However they way Marvel and Disney operate as a business is not very different from one another. In comparing Marvel’s previous mission statement to Disney one can see that there is not much reasoning as to why this acquisition would be a weakness to Marvel.
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Marvel’s previous mission statement: “Marvel's operations are focused on utilizing its character franchises in licensing, entertainment, publishing and toys. Areas of emphasis include feature films, DVD/home video, consumer products, video games, action figures and role-playing toys, television and promotions. Rooted in the creative success of over sixty years of comic book publishing, Marvel's strategy is to leverage its character franchises in a growing array of opportunities around the world. ”
(w3) Disney’s Mission statement: The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. ” (w4) Moreover Bob Iger, president and CEO of Disney has said “Marvel brings added value to Disney, but [they] are allowed to retain their unique culture. ” (w5) Using the Disney acquisition of Pixar in 2006, Iger has been true to his word in allowing acquired companies to continue to work under their own corporate culture.
- W1 http://www. lifthill. com/news/disney-to-purchase-marvel-entertainment/
- W2 http://en. wikipedia. org/wiki/Marvel_Entertainment
- W3 http://rochester. iweb. bsu. edu/profile. html
- W4 http://retailindustry. about. com/od/retailbestpractices/ig/Company-Mission-Statements/Walt-Disney-Mission-Statement. htm
- W5 http://micechat. com/forums/news/138873-iger-disney-innovated-pixar-marvel. html
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