Marvel's adventures on the big screen in the formation of the Marvel Cinematic Universe ( MCU ) began in the 1960s.In 1968, they were purchased by Cadence Industries, once known for its vitamin and film processing businesses.
Because they could not do business, Marvel licenses were sold very cheaply by them. So that most intellectual property Marvel ended up on TV such as Spider-Man (1977) and Dr. Strange (1978).
New changes were felt when Marvel formed Marvel Entertainment, which was purchased by New World Pictures in 1986. This is where The Incredible Hulks Returns (1988) was first released.
A year later, Ron Perelman bought Marvel Entertainment through MacAndrews & Forbes and wanted to make Marvel like Disney.
Marvel is like Disney mini. Disney's intellectual property is more refined, while Marvel is more action-oriented . Our business is creating Marvel characters and then marketing them.
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- Ron Perelman
In the 1990s, Ron Perelman did a lot of shopping from the acquisition of Trading Card Fleer manufacturers to buying shares of toy maker ToyBiz. Movies and series will be the medium for marketing the merchandise .
In 1993, Marvel Studios was formed with Avi Arad as its president. He is known as a veteran toy salesman at ToyBiz and then acted as the producer of the Spider-Man trilogy .
Unfortunately, the films failed to be made and intellectual property only ended up being a cartoon series. Marvel also had to survive by selling its film licenses to various distributors because sales of merchandise and comics had decreased. As is well known, Marvel was declared bankrupt in 1996.
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In 1997, it was ToyBiz's turn to take over Marvel. Now Ike Perlmutter takes over Marvel, including Marvel Studios in it. Through his way of advertising toys through films, Blade (1998) became the first Marvel Studios film to successfully collect $ 70 million.
Other films followed by following his success such as X-Men, Daredevil, Elektra, Fantastic 4, and Spider-Man . However, because the license had already been sold to other distributors, Marvel Studios only made a small profit.
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The success of the Spider-Man and X-Men franchises made Avi Arad confident that Marvel Studios could move independently. Together with David Maisel as COO of Marvel Studios, they applied for a loan of $ 525 million to Merril Lynch in 2004 with a tenor of 7 years and guarantees of 10 intellectual properties of Marvel, namely, Ant-Man, Black Panther, Doctor Strange, Captain America, Nick Fury, Cloak & Dagger, Hawkeye, Power Pack, Shang-Chi, and Avengers.
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Two months after the loan disbursed, the Iron Man license returned to Marvel from New Line Cinema. From here they prepared for the production of Iron Man (2008).
A year before Iron Man's release, Kevin Feige became President of Marvel Studios. It was through him that the idea was formed to build the Marvel Cinematic Universe (MCU). Seeing plans and strategies in building the MCU, Bob Iger, CEO of Disney, decided to acquire Marvel in 2009 with a bid value of $ 4 billion. A decade later, Marvel Studios managed to return $ 22 billion.
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Still not satisfied with the success of the MCU, Disney bought 21st Century Fox, where some of Marvel's major licenses are there. In fact, Marvel and Sony share a Spider-Man license so that they can be included in the MCU.
This year, Marvel Studios released its first series through Disney Plus which is integrated directly into the MCU, namely WandaVision .
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