Bluefield Daily Telegraph, Bluefield, WV

Entertainment

November 1, 2012

Disney unlikely to change 'Star Wars' brand

LOS ANGELES (AP) — 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."

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 storyline that would span several films 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.

Text Only
Entertainment
Lifestyles
AP Video
Captain of Sunken SKorean Ferry Arrested Raw: Fire Destroys 3 N.J. Beachfront Homes Raw: Pope Presides Over Good Friday Mass Raw: Space X Launches to Space Station Superheroes Descend on Capitol Mall Man Charged in Kansas City Highway Shootings Obama Awards Navy Football Trophy Anti-semitic Leaflets Posted in Eastern Ukraine Raw: Magnitude-7.2 Earthquake Shakes Mexico City Ceremony at MIT Remembers One of Boston's Finest Raw: Students Hurt in Colo. School Bus Crash Raw: Church Tries for Record With Chalk Jesus Raw: Faithful Celebrate Good Friday Worldwide Deadly Avalanche Sweeps Slopes of Mount Everest Police Arrest Suspect in Highway Shootings Drought Concerns May Hurt Lake Tourism Vermont Goat Meat Gives Refugees Taste of Home Calif. Investigators Re-construct Fatal Bus Cras Mayor Rob Ford Launches Re-election Campaign Appellate Court Hears Okla. Gay Marriage Case
BBQ My Way