
Marvel Entertainment is a model for a company that has cannily looked out for its own interests as it seeks to exploit and protect its rich endowment of comic characters and stories. With Shakespearean actor-director Kenneth Branagh's epic adventure Thor hitting theaters May 6, Anthony D'Alessandro parses the Marvel performance thus far. Like the hammer-wielding god Thor, Marvel Entertainment has smashed the film industry’s bias against superhero projects ever since rolling out the 2000 feature adaptation of Spider-Man ($822 million worldwide B.O.), ushering in the golden age of comic-book cinema. To date, the Marvel feature adaptations, both licensed and inhouse productions, have racked up $7.4 billion at the global box office. The media company will continue to raise that figure with the 22nd Marvel superhero adaptation this weekend, Thor, which is on tap to rake in $55-$70 million at 3,955 theaters (the average domestic bow for a Marvel title is $65 million) after collecting $125 million abroad.
- By Anthony D'Alessandro
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- May 6, 2011 3:45 AM
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- 1 Comment
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