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Another interesting revelation came from Disney's CEO Bob IgerNew book, The turn of a lifetime: Lessons learned from 15 years as CEO of Walt Disney Company. It turns out that Disney was actually looking to acquire Marvel Studios before 2009, when they had just started their MCU adventure.
The original idea at the time came from the former CEO of Disney Michael Eisner before Iron Man has even been released. But, at the time, Disney thought Marvel would tarnish their brand because they were too upset. Here's what Iger wrote in his book (via: Comicbook):
"It was not the first time Marvel was on Disney's radar. At the beginning of my work at Michael, I attended a working lunch at which he offered to buy them. A handful of executives around the table objected. Marvel was too upset, they said. It would tarnish the Disney brand. At the time, inside, and among the board members, it was assumed that Disney was a unique and monolithic brand and that all our activities existed under the umbrella of Disney. I had the impression that Michael knew about it, but he personally reacted to any negative feedback from the brand or suggestion that it was not well managed. "
Well, you all know the rest of the story! Disney eventually became smart and bought Marvel Studios and started making billions and billions of dollars! And guess what!? The Disney brand has not been tarnished, it has been strengthened. The acquisition of Marvel was one of the smartest initiatives taken by Disney. These movies brought in over $ 22.5 billion!
It's really interesting to have a behind-the-scenes look at these kinds of things and to learn what people thought. Eisner was always trying to push the boundaries of the Disney brand and take it beyond family-owned properties.
If you are interested in these kinds of things, you should read another great book from the scene. This is called The keys to the kingdom: how Michael Eisner lost his grip. It's fascinating.
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