• Los Angeles Times, Tuesday, October 19, 2010 8:19 AM

Ben Fritz writes that in its desire to "dominate the Marvel universe as soon as possible," Walt Disney Co. has signed a deal to take over marketing and distribution of "The Avengers" and "Iron Man 3" from Paramount Pictures for a minimum guarantee of $115 million against a percentage of revenue that the Viacom-owned studio would have received. The minimum provides downside protection in case the films flop.

"For them to coordinate distribution and marketing and us to still get the economic benefit while focusing exclusively on our own tentpoles is a win for both sides," says Paramount vice chairman Rob Moore.

The deal enables Disney to exploit the properties across all of its entertainment businesses including movies, television, consumer products and theme parks. Paramount will release Marvel's two 2011 films -- "Thor" and "Captain America" -- as planned in May and July since the studio has already begun marketing efforts for both.

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