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Marvel To Create New Movie Brand

By making his own movies, David Maisel, the newly minted chairman of Marvel Studios, hopes to transform his division of Marvel Entertainment into a true filmmaking brand. He wants to maintain control from script to release, keeping all the profits for the company and building a film library, while using someone else's capital.

Until now, Hollywood's major studios have paid to license Marvel characters to create blockbuster franchises--including Sony Pictures three "Spider-Man" hits and 20th Century Fox's "X-Men" and "Fantastic Four" movies. Marvel makes relatively little money from these bonanzas because of unfavorable deals struck in the 1990s.

Maisel is able to green-light movies of his choosing at budgets up to $165 million, backed by $525 million of financing. "I don't think there's been a new studio making $100 million movies since DreamWorks," he says.

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