Should Disney Reorganize Marvel Entertainment as Warner Bros. Did with DC?
While Marvel Studios has undeniably achieved remarkable success, other aspects of Marvel Entertainment have not matched this success level. A critical question arises: should Disney reorganize Marvel Entertainment in a similar manner to how Warner Brothers reorganized DC Entertainment?
Current Structure and Challenges
Currently, Marvel Entertainment oversees Marvel Comics, Marvel Television, and Marvel Animation, among other divisions. However, these arms operate independently of each other and do not provide direct support to Marvel Studios, especially since the Marvel Cinematic Universe (MCU) became solely under Walt Disney Studios in 2015.
This disjointed structure hinders the ability of these units to support and enhance the broader Marvel brand. For instance, television shows and animated features often suffer from a lack of cohesive storytelling and integration with the MCU. By aligning these units under Marvel Studios, Disney can foster a more cohesive narrative across all content types, potentially leading to better storytelling and higher viewer satisfaction.
Disney's Recent Reorganization
Disney has recently undergone significant reorganization, elevating Kevin Mayer to head a new Direct-to-Consumer and International (DTCI) business segment. This new segment is tasked with a broad mandate that includes the development and management of streaming services such as ESPN , Disney-branded streaming services, Hulu, and global advertising sales from media properties like ESPN, ABC, Freeform, Disney Channels, and the Disney Digital Network.
As part of this reorganization, several key executives have been appointed to oversee the new segment:
Agnes Chu oversees programming for the Disney-branded streaming service. Michael Paul heads the BAMTech group, which will power the new streaming services technologically. Rita Ferro is the president of Disney/ABC Television advertising sales. Edward Erhardt is the president of ESPN sales and marketing. Janice Marinelli oversees program-sales operations, including global distribution of film and television content.This strategic move by Disney aligns with Warner Brothers' restructuring of DC Entertainment, where the streaming service DC Universe was launched to provide a comprehensive platform for video content related to DC Comics.
Integration of Marvel Unlimited and Potential Streaming Service
Similar to Warner Brothers' integration of DC's comics-only streaming service, Marvel Entertainment might consider combining Marvel Unlimited, its current comics-only streaming service, with the broader video content from Marvel. This could create a comprehensive Marvel streaming service that includes not only comics but also movies, TV shows, and animated content.
Given that Disney is leveraging most of its Marvel video content through its own Disney-branded streaming service, it remains to be seen whether such a niche-oriented service would be replicable. However, if successful, it could demonstrate the viability of a comprehensive Marvel streaming service that caters to a wide range of fans.
Content Delivery and Global Strategy
Disney's reorganization focuses on content delivery through streaming services worldwide, rather than changing the content production management. This approach is different from Warner Brothers' efforts, where they changed the management structure to better align with the streaming era.
Disney's global strategy is aimed at competing with streaming giants like Netflix, not Warner Brothers. This indicates a long-term commitment to building a robust streaming platform that can rival any existing service in the market.
In conclusion, while Warner Brothers reorganized DC Entertainment by integrating its divisional content into a single streaming service, Disney's approach is more focused on leveraging its existing streaming platforms to enhance the overall Marvel experience. This could result in a more integrated and cohesive Marvel brand, potentially driving greater success and audience engagement.