Having scored its first major licensing success through last spring’s X-Men, New York City-based Marvel Enterprises is gaining even greater licensing action as the company builds toward the highly anticipated May 2002 release of Sony Pictures’ Spider-Man: The Movie.
In similar fashion to the way DC Comics’ Batman enjoyed a resurgence after Warner Bros. launched a film franchise in the 1980s, observers are expecting the feature film from Sony Pictures to breathe new life into the almost 40-year-old Spider-Man property.
One of the more high-profile deals struck thus far is a long-term partnership with Riot Entertainment, a wireless entertainment publisher funded by Nokia Ventures, News Corp., and Softbank U.K., to develop original programming for portable communications devices. The deal includes content featuring Spider-Man, the X-Men, and more than 4,700 Marvel-owned characters. Programming will include games, icons, music, and chat forums for cell phones and other wireless platforms.
Marvel also struck a deal with New York City-based SFX, Inc.’s Motorsports Group to paint Spidey, Wolverine, and other characters onto cars in the United States Hot Rod Association’s Monster Jam circuit this year.
“It’s really the X-Men movie that kicked this off,” says Russ Brown, Marvel’s senior vp-consumer products, promotions, and media sales. “Every company has its time, and it looks like Marvel’s has finally come.”
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