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My first reaction was to throw up in my mouth a little bit.
My thought is this: Marvel is not a huge company. They have a number of very large film projects they want to make in the next few years (and more after that if they are a success). In order for a company of their size to make a $100 or $200 million dollar film they need help with the financing. The banks and financial institutions are not lending these amounts as easy as they might have done a few years ago (at least not with substantial fees and interest). A company like Marvel would have to cut a deal with one or more studios to finance these pictures. In doing this, the studios will extract as many rights as possible, and by extension, profits.
While this will let them make the films, the profits will not be as great if they had financed it themselves. In the world of media rights, ownership is everything.
For Marvel, being a part of a studio means vertical integration (i.e. creative, production and distribution are all under one aegis) and this means greater profits.
The difficulty here is trading profits for creative control.
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"My hands are on fire. Hands are on fire. Ain't got no more time for all you charlatans and liars."
- Old Man Luedecke
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