Disney's many marvels

MANILA, Philippines -  When Walt Disney Company acquired Marvel Entertainment in 2009, not only were they getting 5,000 comic book characters — but they were plugging themselves into the “zeitgeist” of almost every teenage boy who’s ever picked up a comic book or graphic novel over the last half-century, and has never really let go of the fascination with the Marvel “universe.” Spiderman, Wolverine and the X-Men, Captain America, Iron Man, the Fantastic Four, the Silver Surfer and the Hulk; it would be a tough act to find the boy in us who has never been thrilled by their adventures and exploits. Transcending age demographics, nationalities, and social or economic distinctions, these Marvel heroes (and villains) form part of the daydreams and preoccupations of countless boys; and girls as well.

When Simon Phillips, president of Marvel Entertainment, blew into town as a guest of George Yang and Fun Characters, Inc. (FCI), one anecdote brought home to him just how much Marvel’s characters are part of most boys’ everyday life and consciousness. His Road to Damascus hit him during the London premiere of Spiderman 3. Accompanied by his sons, he had to leave them at the Royal Box and descend to the stage to give a short speech welcoming the special guests and audience, introducing the film, and bringing on Spiderman to the stage. Upon his return to the box, his then six-year-old son turned to him, and in all innocence, said, “When you die, can I have your job?” For the boy, seeming to live and interact with this world of comic book characters, was the ultimate job in the whole wide world, and Simon realized that for so many of these kids, this Marvel universe was as real as school, a field trip to the museum or zoo, or having breakfast in the morning!

FCI is the official representative of Disney for licensing merchandise in the Philippines and selected ASEAN countries and for George Yang — foregoing his Ronald MacDonald boots for the day, and wearing his Disney Mouse-ears — the acquisition of the Marvel pantheon of characters was an extremely exciting prospect. With guaranteed summer box-office hits like Thor waiting in the wings, to be unveiled in May this year, the world of FCI has exponentially expanded to the market of teenage boys. If the regular Disney world encapsulated children via Mickey Mouse, Goofy, and Donald Duck, and films like Toy Story and Cars, and had snared female tweens with Hannah Montana and the Jonas Brothers; new vistas were opening up with the Marvel superheroes as part of FCI’s marketing strategies. And it was in anticipation of summer blockbusters like Thor, that FCI had organized this visit. To make matters exciting for those invited to the press conference, Phillips showed the trailer of Thor, which stars Chris Hensworth, asking us to imagine for one second, how this trailer would be like if we had 3D glasses on! After Thor, it’s Captain America with Chris Evans in the title role; and Simon waxed rhapsodic about “toys” such as Thor’s hammer, and Captain America’s shield that would fire discs. And given how integrated Marvel and Disney have always been in synergizing their film releases with across-the-board merchandise, one can imagine the long line of manufacturers hoping to be licensees for the Marvel world.

Just to impress upon us the kind of long-range planning that outfits like Marvel possess as their DNA, Phillips also talked about 2012, with the Avengers as their summer release, and that’s Thor, Captain America, Iron Man, the Black Widow and the Hulk all in one film. And yes, as of presstime, Robert Downey Jr., Chris Evans, Chris Hensworth, Scarlett Johanssen, and Mark Ruffalo are all signed up for the film project. And it’s Iron Man 3 in May 2013. Looks like there’s a whole lot to Marvel about in the coming years!