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Session 03
case
Sasanka Sekhar Chanda
2019
Strategic Management - II
• David Maisel earlier worked for talent firms Endeavor and Creative Artists Agency
▫ Comic book fan, suggested that Marvel make movies
▫ Create one large Universe of Marvel characters
▫ Use Marvel characters as collateral for financing
Eventually $525m in low interest debt
• 2006 Maisel – chairman of Marvel Studios
▫ Iron Man in May 2008, $585m w/w revenue
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At present …
• Dec 2009: Disney acquired Marvel for $4.2b
▫ Maisel (chairman), Cuneo (CEO) out. Perlmutter stays
• Marvel and Time Warner key players in fantasy films
• Marvel’s primary competitor is bad comic book movies
▫ Too many of them sour audiences to the genre
▫ Marvel made 91 movies, from 1999-2015
41 based on Marvel characters($21.7b), 16 DC ($5b)
• Aggressive expansion into television sector 2010
• Fiege (studio head) dissolved the Creative Committee
▫ Got Captain America: Civil War reassigned to Disney studio
• Marvel moved to Disney’s lot –better offices etc.
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Class Questions
• Draw the Strategy Canvas for Marvel:
▫ Before 1961 and afterwards, i.e., in 1961-65
▫ before the Bankruptcy (1996) and afterwards (till 2015)
• What factors of competition did Marvel eliminate,
reduce, raise and create post-1996
• In the post-2015 scenario
▫ (a) How do Marvel and Time Warner look like, on the
strategy canvas?
▫ (b) what can Marvel do to find another blue ocean?
Draw the corresponding curve in the strategy canvas.
THE STRATEGY CANVAS