Angriff auf die Jungen: Disney kauft Marvel

Wie das Unternehmen am Silvesterabend mitteilte, ist die Übernahme von Marvel Entertainment durch den Mediengiganten Disney perfekt. Die Aktionäre von Marvel stimmten dem Kauf zu. Die Transaktion habe ein Volumen von ca. 4,3 Milliarden Dollar. Disney sichert sich mit der Übernahme die Rechte an mehr als 5.000 Marvel-Figuren und Charakteren, wie X-Men, Spiderman, Hulk, Captain America oder Iron Man.

Disney will mit diesem Schachzug seine Position bei der jungen Zielgruppe weiter stärken. Während der Unterhaltungskonzern bei den Mädchen mit “Hannah Montana” einen Kassenschlager landen konnte, fehlt Disney der Zugang zu den männlichen Kids. Dies soll sich mit den Superhelden aus dem Marvel-Portfolio nun ändern. Die Figuren hatten in den vergangenen Jahren auch im Kino und auf DVD Erfolg. Für 2010 ist bereits ein neuer “Iron Man”-Film geplant, 2011 sollen “Thor”, “Spider-Man 4″ und “Die Rächer” folgen. Die Rechte an den Marvel-Charakteren eröffnen Disney nun auch Marktpotentiale bei Videospielen, im Merchandising sowie die Möglichkeit der Vermarktung über die hauseigenen TV Sender und Internetportale. Trotz der Krise hatte Marvel unlängst mit guten Quartalsergebnissen überrascht und seine Gewinnprognose für das Jahr erhöht.

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