So, why buy Marvel for the IP in the first place?
BOYS BOYS BOYS! As a consequence of a shift in beliefs regarding the BRAND, there has been a strong push away from Disney being an all ages brand with no strong gender attachment towards pushing princess merch; likely the consequence of gendered focus testing. The Disney BRAND became outwardly toxic for boys despite its parks and films having much to offer for both boys and girls. Over time those shifts in brand perception among children has resulted in everything from an initially princess M&G heavy NFL, with SDMT added later, to gender segregated programming on Disney Junior, compare Disney Jr's programming lineup to that of PBS Kids.
So now that they've "poisoned" the brand for most boys and the suits believe gendered IP is a safer bet, ignoring the fact that some of Disney' and Pixar's biggest hits were not directed at one gender. That's where Marvel comes in. Burbank sees Marvel as an equalizer that can perform in the same manner for boys as the Princesses have for girls. If you have a look at the rankings for merchandising based on FRANCHISE/BRAND,
http://variety.com/2013/biz/news/disney-star-wars-princesses-licensing-1200498040/
Last year,
Disney dominated the entertainment category with 80% marketshare, generating $39.4 billion. Company again ranked No. 1 as the world’s largest licensor, according to the International
Licensing Industry Merchandisers’ Assn.
Through its purchases of Marvel and Lucasfilm, Disney now has six of the
top 10 franchises in the world: Disney Princess (No. 1), “Star Wars” (No. 2),
Winnie the Pooh (No. 3), “Cars” (No. 4), Mickey & Friends (No. 6) and “Toy Story” (No. 8), with Disney Fairies (No. 11), and Spider-Man (No. 16) in the top 20.
Marvel may not look that big, but the suits believe that over time it can be a solid top 10 contender along with the rest. Marvel also serves international objectives as well. China has a male to female ratio of 1.18 to 1, for children under 18, which bodes well for such a boy focused brand in the world's fastest growing middle class. On the content side, their grand experiment, the Marvel Cinematic Universe, has reinvented the idea of the franchise by creating a shared universe modeled after their comic book counterparts. Also worth noting that Kevin Fiege wasn't a big comic book fan growing up yet studied the comics. We now have two successful Captain America movies, a character many said would never resonate with audiences, and that movie with the talking tree and raccoon everyone seems to be talking about as well as that Avengers thing.
My personal biggest concern with how Disney sees Marvel, as well as itself, is the negative impact of gender segregation by means of limiting opportunities. Every time a new Marvel movie comes out Kevin Fiege is almost always asked if there are solo female films in development, particularly regarding Captain Marvel and Black Widow. According to Badass Digest and /film, Marvel has scripts for both characters and is interested in making them, but it keeps getting held up in large part due to financial concerns (eg. Scarlett Johannson's contract would need to be renewed to get her in a solo film) but the larger belief is that because Marvel is a "boy's" brand a film that features a female character wouldn't be successful. No film is successful,both creatively and financially, based on whether the protagonist is a man or woman, but on the EXECUTION of that idea; to have faith that an idea is worth doing.
"Frozen" and "Guardians" are films that took creative risks, a love story revolving around sisterhood, not marriage and a big budget film with characters unknown to everyone, and became the biggest films in their respective release years as well as becoming part of pop culture. However, the marketing, in the United States, for these films could not be more different. Both had challenges, "Frozen" being a fairy tale musical and "Guardians" featured unknown, strange characters, but "Frozen" had the extra baggage from the Burbank view that the Disney BRAND is a "girl's" BRAND. The marketing of "Frozen" did everything to avoid mentioning that the film had two Princesses as protagonists and only at the last minute did marketing material mention the film was a musical. Compared to 2009's "Princess and the Frog", "Frozen" had an excellent place in the winter schedule having the distinction as the only big family film during the Thanksgiving-New Year's season. Good marketing should give you a clear idea of the film and to persuade you to see it based on its merits once you have been made aware of it. For a film about a character learning it is ok to be themselves and embrace who they are and those who love them, the US marketing of "Frozen" turns its back on those values. "Guardians" marketing took a different approach. The market in not only informs the audience who the Guardians are, but does it with an air of confidence, or perhaps sincerity, that says they believe in what they're selling. The domestic marketing for "Frozen" lacked this despite the obvious value in convincing audiences to see a movie by clearly explicating that this is something special, worth going to the movies for. If Disney cannot sincerely communicate to the non pixie dusters that its movies are worth seeing, the long term health of the Disney BRAND comes into question.
I'll leave you guys with a quote from Ollie Johnston
You have to make it sincere, so that the audience will believe everything they do, all their emotions.