Marvel is now Marvel Entertainment which reflects its recent influx of $525 Million to finance a slate of (up to) ten films to be distributed by Paramount.
This means that Marvel is becoming a vertically integrated company:
The comics develop the audience and the property.
They create toys and games based on the above.
They have complete creative control over how the films are made.
They reap the benefits of that control.
For the full story:
http://www.comicbookresources.com/news/newsitem.cgi?id=5858
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