CJ AftergutTi Chen Chad GildersleeveAryn MartinAnna Smith Shelby Trinca

Looking Back at Marvel• Founded 1939• Martin Goodman• Comic books/Marvel

Universe• 2008 – Near Bankruptcy • 2009 – Walt Disney

Company

MediaComics Licensin

g

Marvel Entertainment, LLC Today

An Entertainment Industry Leader

Company Analysis

Industry Analysis

Opportunities

Plan

Financials

Future

Overview

“To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of

brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”

Mission Statement

Customer Satisfaction

Brand Preference

Growing Fan Base

Worldwide Recognition

Our Company

52%48%

Gender Demographics of Moviegoers - 2013

Female Male

15%

11%

13%

23%

14%

11%

13%

Age Demographics of Moviegoers - 2013

2-1112-1718-2425-3940-4950-5960+

http://www.mpaa.org/wp-content/uploads/2014/03/MPAA-Theatrical-Market-Statistics-2013_032514-v2.pdf

More Men than Women

Wide Age Range

Who Goes to Marvel Movies?

Male

13 to 23 Years Old

Well-Educated

Who Reads Marvel Comic Books?

Moviegoers Comic Book Readers

• Occasional• Action• Superhero

• Frequent • Marvel Fan

• True Marvel Fan

• Collectors

• Subscribers

• Leisure

Marvel Fanbase

• Spider-Man• Expand universe with

spin-offs

• X-Men and Fantastic Four

• Reboot of Fantastic Four franchise

• Plan to expand X-Men universe

• Separate library of characters

• Movies planned through 2020

• Live-action television (Arrow, The Flash)

Competitors in the Film Industry

• Separate Universes

• Complex Characters• Dark Themes

DC Comics

33%

30%

8%

6%

5%

3%2%

1%

11%

Percentage of 2013 Comic Book Sales by Publisher

MARVEL COMICSDC COMICSIMAGE COMICSIDW PUBLISHINGDARK HORSE COMICSDYNAMITE ENTERTAIN-MENTBOOM! STUDIOS

Saturated Market

Unmet Needs of Marvel Fans

Viewership Demographics

Current Problems

To Create True

Marvel Fans

To Expand Viewership

To Increase Brand

Preference

To Improve Marvel’s

Image

Objectives

Repurchase characters licensed to Sony and Fox

Give Back – Create Shared Value

Comic Book Revival

Use Lesser-Known Characters

Use Female Characters

License More Characters

Potential Opportunities

1. Expand Marvel Cinematic Universe

3. “You Be The Hero” Campaign

2. Comic Book Revival

Marketing Strategy

Expand Marvel Cinematic Universe

GOAL: To expand viewership and

satisfy the needs of Marvel fans

Film v. Live-Action Television

Lesser-Known Characters v. Diverse

Characters

Sequels v. New Franchises

Avengers: Age of UltronMay 2015

Avengers: Infinity War Part 2

May 2019

InhumansNovember 2018

Captain MarvelJuly 2018

Avengers: Infinity War Part I

May 2018

Black PantherNovember 2017

Thor: RagnarokJuly 2017

Guardians of the Galaxy 2

May 2017

Doctor StrangeNovember 2016

Captain America: Civil WarMay 2016

Ant-ManJuly 2015

Agent Carter

Jan 2015

Daredevil on NetflixMay 2015

Jessica Jones, Luke Cage, Iron Fist, The Defenders

Agents of S.H.I.E.L.D. Marvel’s Phase 3

GOAL: To turn Marvel moviegoers into Marvel comic book readers

Create a new and improved mobile comic book app by combining existing apps

Introduce celebrity promotion for the app and Marvel comic books

Comic Book Revival

• Unlimited access to over 15,000 comics

• $9.99 per month or $69.00 per year

• 6 month delay for new titles

• Save up to 12 comics offline

• New free comics every week

The Marvel Infinity AppMarvel Infinity

• Two payment options• $9.99 monthly

subscription• Pay per comic

• Access to new titles one month after release

• Store increased number of comics offline

• Greater selection of free titles

• Exclusive video and news releases relating to comics and movies

• Over 3,500 issues available

• Pay per comic• Some titles available

same-day• No connection to

Marvel Unlimited

Actor promotion following post

credit scenes of major Marvel

films

Comic Book Promotion

Free one month subscription to Marvel Infinity

for moviegoers

Celebrity endorsement of

their favorite Marvel comics

Current Philanthropic

Efforts

Comic BooksHero InitiativeTake My Trade

ToysDeo’s Closet

Lack of public awareness; through third parties; do not

relate to film division

Marvel Philanthropy

“You Be The Hero”

GOAL: To enhance Marvel’s image while creating shared value

“You Be The Hero” Campaign

Captain America: Civil War DVNFGuardians of the Galaxy 2 American Forest Foundation Black Panther World Wildlife Fund

Upcoming Movies

• Give back to heroes within society

• Positively reflect on Marvel’s image

• Enforce strong brand preference

Note: numbers in millions

Financial Projections

2014 2015 2016 2017

Total Revenue 47,844 50,792 53,913 57,320

Total Expenses 37,643 40,367 43,296 46,507

Operating Income 10,200 10,425 10,617 10,813 2014 2015 2016 20179,800

10,000

10,200

10,400

10,600

10,800

11,000

Operating Income

Avengers: Age of UltronMay 2015

Avengers: Infinity War Part 2

May 2019

InhumansNovember 2018

Captain MarvelJuly 2018

Avengers: Infinity War Part I

May 2018

Black PantherNovember 2017

Thor: RagnarokJuly 2017

Guardians of the Galaxy 2

May 2017

Doctor StrangeNovember 2016

Captain America: Civil WarMay 2016

Ant-ManJuly 2015

Marvel Infinity

AppJan 2015

Begin celebrity

promotion following

films

You Be The HeroJuly 2015

Inauguration of You Be The Hero campaign

Proceeds to American

Forest Foundation

Proceeds to World

Wildlife Fund

Proceeds to Disabled Veterans National

Foundation

Demographics of Marvel

Viewership,Readership

Customer Satisfaction with Marvel Infinity app

Consumer Feedback on “You Be The

Hero” Campaign

Marketing Research

Thank You!