Why Disney Bought Marvel
For Disney, this latest purchase is a way to take all of the unbranded -- meaning risky, obscure or experimental -- material out of its wheelhouse. The studio is now a giant collection of familiar, easily accessible brands -- Marvel, Pixar, [Steven] Spielberg and [Jerry] Bruckheimer -- all under one large, even more familiar umbrella brand: Disney. It is a sprawling company that will probably someday look a lot more like Procter & Gamble than a movie studio.
...[W]hat the Marvel deal really means is that Disney is radically restructuring its creative aspirations. Once a company that drew inspiration from within, it is now paying top dollar to buy mature businesses -- first Pixar and now Marvel -- to feed its merchandising assembly lines.
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