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Disney unlikely to change ‘Star Wars’ brand

November 1, 2012
By RYAN NAKASHIMA , THE ASSOCIATED PRESS

LOS ANGELES - Naysayers would have you believe Disney's purchase of Lucasfilm can only mean one thing: Bambi and Mickey Mouse are sure to appear in future "Star Wars" movies taking up lightsabers against the dark side of the Force.

Not so, say experts who've watched Disney's recent acquisition strategy closely. If anything, The Walt Disney Co. has earned credibility with diehard fans by keeping its fingerprints off important film franchises like those produced by its Marvel Entertainment and Pixar divisions.

"They've been pretty clearly hands-off in terms of letting the creative minds of those companies do what they do best," says Todd Juenger, an analyst with Bernstein Research. "Universally, people think they pulled it off."

Article Photos

AP PHOTO
People walk past a fountain showing the Yoda character from the Star Wars movies outside of Lucasfilms headquarters in San Francisco, Tuesday. The Walt Disney Co. announced Tuesday that it was buying Lucasfilm Ltd. for $4.05 billion.

Though the Walt Disney Co. built its reputation on squeaky clean family entertainment, its brand today is multifaceted. Disney, of course, started as an animation studio in 1923 with characters such as Oswald the Lucky Rabbit, Steamboat Willie and Mickey Mouse. Over the years, the company ventured into live action movies, opened theme parks, launched a fleet of cruise ships and debuted shows on TV.

By way of acquisitions over the last few decades, it has ballooned into a company with $40.9 billion in annual revenue and a market value of $88 billion. Disney bought Capital Cities/ABC in 1995 for $19 billion, Pixar for $7.4 billion in 2006, Marvel for $4.2 billion in 2009 and this week, it said it will purchase Lucasfilm and the "Star Wars" franchise for $4.05 billion.

Disney's acquisition of Marvel Entertainment in 2009 offers the best example of how it might treat Lucasfilm and the "Star Wars" universe.

Marvel was in the midst of a huge story arc following the smash hit success of its first self-produced movie, "Iron Man," in 2008. When Disney bought it a year later, it continued reading from the comic book giant's playbook, releasing in subsequent years "Iron Man 2," ''Thor," ''Captain America" and then this year, "The Avengers," which brought heroes from those movies together in one giant film that grossed $1.5 billion at the box office.

Now, "Avengers" director Joss Whedon is working on the sequel and developing a Marvel-based TV series for Disney-owned ABC.

Rick Marshall, a journalist and blogger who writes about the comic book and movie industries, was skeptical when Disney bought Marvel. But his doubts quickly melted when it was clear Disney wouldn't taint the Marvel universe by getting too involved.

"I was the first one to say there's going to be a Goofy-Wolverine crossover," Marshall said. "We haven't seen that... Disney was able to step away."

What Disney did was to merely amplify Marvel's presence in theme parks, stores and theaters.

Disney's formula for success with Marvel was not to tamper with storylines, but to bring the existing franchise under its corporate umbrella.

 
 

 

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