©Marvel
Disney had a difficult year in 2023 with several box office failures. If we look in the rearview mirror, however, its strategy of banking on large franchises turns out to be very profitable. The big-eared firm recently provided valuable information to the (SEC), the watchdog of the American Stock Exchange.
Gooses that lay golden eggs for Disney
It refers in particular to the acquisition of Lucasfilm, the company which manages the Star Wars license. While the acquisition of the latter cost it $4 billion in 2012, it has since generated $12 billion in profits (a ratio of 2.9). Same trend for Marvel bought in 2009 for 4 billion dollars which has since brought 13.2 billion dollars to the entertainment giant (3.3 times more).
For To obtain these figures, Disney cites in particular the profits from theatrical releases and digital broadcasts and other consumer products generated by franchises. But, and this is an important detail, these amounts do not take into account certain “derived income streams” and in particular the parks attractions where the company fully exploits these Star Wars and Marvel sagas.
This perspective helps to nuance Disney's current difficulties. Its managers also seem to be aware of having offered a little too much Marvel content during the Covid period.
Disney believes in its franchises
Bob Iger, the group's CEO, recently admitted the cancellation of several major projects. He refuses to believe that the public is really tired of big sagas. According to him, audiences want great films: “And if you build a great film, they will come and there are countless examples of that”. And the director cited the case of Oppenheimer which left its mark on the year 2023 in cinema.
Disney is also pulling out some great hits this year at the cinema, notably with the release of the new part of Planet of the Apes, Deadpool 3, or Vice-Versa 2. Were you aware of the fact that Marvel and Star Wars are equally profitable for Disney ? What do you think of the current strategy of the big-eared firm ? Tell us in the comments .
What you need to remember:
- Since their acquisition, Marvel and Star Wars have brought in a lot for Disney
- The ratio for the company is respectively times 3 and 3.3
- Aware of the current difficulties, the company now wants to turn to quality productions
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