Universal has the rights to use Marvel East of the Mississippi and only east of the Mississippi and as you state is required to advertise east of the Mississippi. Advertising outside the region is not required. Since Disney will be using the Marvel Characters in the western US, China and Europe and in Japan after the contract their ends in the late 2020's it would be confusing for two companies to advertise the same characters. Do you think any court would rule that it is okay for that confusion to exist? Better yet, since this would all be decided under US law by a New York Arbitrator do you think Universal would want to risk losing the rights for Orlando just to advertise outside of the eastern US? Marvel clearly owns the rights to their characters and it clearly established law that is they do not protect those rights they lose them and they become public domain. Disney is well aware of this and so is Universal. Now that both companies will be using the same characters it is critical that they both reach a reasonable solution to how this is done or Disney will have no choice but to limit Universal to just east of the Mississippi where their rights exist. Universal will someday either come to the conclusion its better to just give up all the Marvel rights or come to a reasonable resolution soon. Universal is tied to HP, the Simpsons, and other characters. Universal does not need Marvel anymore but if they want to keep them in Orlando they can but they have to follow the law and contract. They are limited to the use and only to the areas stated in the contract.