marvel comics turnaround - Turnaround Management Association

Marvel Comics Turnaround Team 2
begun to scratch the surface of opportunities that this combination brings to key markets abroad.” 23
Additionally, Marvel recently partnered with new licensees such as Electronic Arts to produce a
new generation of fighting video games pitting Super Heroes from the Marvel Universe.
Nevertheless, Marvel still has problems of the kind mentioned earlier in the paper looming
on the horizon, such as industry cyclicality, future decreasing returns from the licensing model,
and potential problems with international expansion. Matt Krantz wrote in USA Today last year:
“But even superheroes have weaknesses….[There is] a danger of a few superflops, which would
cool Hollywood off in a hurry. And there's always a danger of moviegoers getting tired of
superheroes.” 24 Either way, it is clear that Marvel’s reinvention is what will keep it relevant into
the 21 st century. What an interesting turn of events for a company founded to produce cartoon
books for Depression-era children.
23 (http://www.marvel.com/about/pr/archive/111803_bruno.htm)
24 “Marvel's profit sense is tingling as superhero films prevail” by Mark Krantz, USA Today, May 6, 2003.
http://www.usatoday.com/money/media/2003-05-06-marvelous_x.htm
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