It’s no secret that with Disney’s purchase of the Marvel Universe, the Walt Disney Company was banking on bringing superheroes to its many theme parks. Disneyland in California and Disneyland Paris are getting superhero-themed lands, and Hong Kong Disneyland is getting a Marvel-themed ride.
But even with copious development in Walt Disney World, the only major Marvel Comics-related growth is Epcot’s Guardians of the Galaxy roller coaster. There’s no Spider-Man, Iron Man, Captain America, or big green Hulk in sight.
Avengers Campus Concept Art ©Disney
So why no love for Marvel at Walt Disney World? Believe it or not, the answer goes back about twenty-five years, and all hinges on a licensing agreement loophole.
Universal Studios, as you may have guessed if you’re a fan of their hero-themed rides and entertainment, retained the rights to the Marvel characters in an agreement signed in 1994 between Marvel and MCA (which would eventually become part of NBC Universal). But there were two caveats. One: Universal had to actually use the characters to retain control over them, and Two: the agreement split the country down the middle, and the rules applied separately to the areas east and west of the Mississippi River.
Universal Studios
Long story long, when Disney inherited this licensing agreement, they also inherited a dilemma. Florida’s Universal Studios — east of the Mississippi — uses many Marvel characters, and that means Disney can not. (Universal Studios Hollywood — west of the Mississippi — does not use Marvel characters, which is why Disneyland is free to do so.)
Click here for more information on the Avengers Campus coming to Disney California Adventure!
The net result is that Walt Disney World is severely limited in how it can use Marvel characters. To this point, the only major use of Marvel in the Florida parks is Guardians of the Galaxy in Epcot, where a roller coaster is in progress in the park’s Future World and where Guardians of the Galaxy — Awesome Mix Live! took the stage in World Showcase in past summers.
Guardians of the Galaxy — Awesome Mix Live! ©Disney
Classic characters like the Incredible Hulk, Iron Man, and Captain America won’t be saving the day at Walt Disney World any time soon, but Marvel does have a place with Disney Cruise Line, which features the characters in its Marvel Day at Sea. International waters are apparently not part of the East/West agreement.
Click here for a first look at EPCOT’s Guardians of the Galaxy: Cosmic Rewind attraction!
But the licensing dilemma doesn’t end completely at Disney World’s doorstep because there is one more interesting restriction: the Disney parks (and Universal) can not use the name Marvel in an attraction name or in an attraction’s marketing. This restriction applies to Avengers Campus — which might be why Disney didn’t opt to call it “Marvel Land.”
Avengers Campus ©Disney
So will we ever see these popular Marvel characters at Walt Disney World? For now, “we [don’t] have a Hulk”… but never say never!
And when you’re kids are confused as to why they’ll see Spider-Man in Disneyland and also at Universal Studios Orlando…that’s why!
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So there is no time period on this agreement? It would shock me if an open ended agreement with no date of termination was entered into. I have been dealing with large corporation to corporation contracts for decades and have never seen or heard of in indefinite term on one of them. Please tell me this is not the case here.
JNoel, it appears the initial licensing agreement was made in perpetuity. The SEC filing is here if you’re interested!
The only thing required to fix this is enough money from Disney…
I, for one, am ok with this. It seems Disney is turning away from a lot of the attractions that really made WDW and Disneyland such an important part of my life. I LOVE the nostalgia mixed in with a few sprinkles of modern day but it has limits that will end up costing it in the end if they re not careful.
personally i am ok with this as well, this is what is protecting many beloved attractions and honestly variety in the parks is a good thing, makes you want to visit both
I’m so happy Marvel is NOT in Disney World!!!! As far as I’m concerned it does not belong there!!!
Marvel is a multi-billion making making franchise which our children are growing up as their heroes . Disney should absolutely incorporate them into the parks . Things need to continue to grow for the future , not just be stuck with what we may be familiar with .
A lot of these agreements are made without an end date – but have a “use it or lose it” clause.
20th Century Fox had that issue with the Fantastic Four some time ago as they had the rights to that franchise, but hadnt made a film. As a result, they made a film that was just terrible and never released it – for no other purpose than keeping the rights. That said… the fantastic four situation is irrelevant now.
So… the only way we will be seeing Marvel at WDW is if a) universal stops using the characters, or b) disney buys universal (or the rights back).
Also… because they cant use the “marvel” name is why the attractions will be called Avengers Campus.
Phillo, that’s my understanding, too. The tangled webs of entertainment corporations!