Walt Disney’s willingness to pay $4 billion to bring action heroes like the Hulk and X-Men into its pristine Magic Kingdom is a great example of the do-what-you-have to-to-do mindset in the new media market. After years of failing to attract young males to its creative cause, Disney is just buying them.
Disney’s surprise acquisition of Marvel Entertainment — a missed opportunity for rivals Viacom and Warner Bros. — assures its appeal beyond children and families across its film, TV, video game, theme park and merchandising ecosystem. Young male consumers are an elusive, but lucrative demographic is any media segment, as Disney knows from the success of its own ESPNfranchise.
Male Internet users, representing the cream of the crop economically, spend most of their time using the Internet, watching TV and playing videogames, according to eMarketer — all areas where Disney wants to bolster its reach of that demographic. The coveted group of males age 18 to 34 has been completely out of Disney’s reach, preferring to watch online video in places such as Wired.Digital, World Series of Poker and Major League Gaming, according to Nielsen Media. Seventy-five percent of males age 12 to 17 regularly play console video games, which will increasingly move to multiplayer games online, according to Nielsen Media.
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