HULK: Universal and Marvel Studios Distribution Rights Deal Makes More Headlines So Let's Examine This [Again]



It's the story that seriously won't go away as the "grey area" between Marvel Studios and Universal Studios' licensing rights deal for solo Hulk movies are making headlines again. Let's go back in The Daily SuperHero time machine for a moment to examine the continued coverage I've had on this topic.

It all started back in July 2013 when an Intellectual Property lawyer confirmed to me that the issue of Hulk not getting his own solo movie sequel after THE INCREDIBLE HULK was all due to Universal still maintaining the distribution rights, but not the movie rights, of the character for solo film releases. This was never confirmed by anyone or any studios for two years. [To read that entire post, click here.]

Then, in August 2014, the topic of Namor: The Sub-Mariner rights came out when Marvel Studios president Kevin Feige briefly mentioned there was a "grey area" with Namor's rights with Universal Studios. Again, I reached out to the same IP lawyer who told me Namor's rights were most likely a similar distribution rights issue as it has been with the Hulk. [To read that column, click here.]

Finally, in April 2015, Ruffalo confirmed what I had been talking about for two years prior and that was there has indeed been a rights issue with Hulk solo movies that Marvel Studios and Universal couldn't resolve. I've also been told that Disney did offer to buy the distribution rights from Universal but Universal balked at their offer and retained the distribution rights for Hulk solo movies.. [To read that confirmation post by Ruffalo, click here.]

Now a new report has come out on Forbes.com and all the information on distribution rights for Hulk solo movies that has been previously reported by The Daily SuperHero since 2013 has all been confirmed. Obviously, Forbes didn't cite or reference any of the past work The Daily SuperHero has put into this topic but all of it — with the exception of the Namor rights part — is corroborated and confirmed.

"Despite obtaining the cinematic rights to make Hulk movies [in 2005], Marvel did not obtain distribution rights. Universal held those rights, and today I can confirm the exact situation is that Universal currently retains the right of first refusal to distribute any Hulk films in the future. If for some reason Universal chose to forgo distribution, then Disney would immediately pick up the distribution rights for the Hulk movie. So Universal has no claim at all to the production rights, and their distribution rights are dependent on exercising their option, which remains in full effect at the moment."

The Forbes report states the real reason another Hulk solo movie hasn't been released is not due to the distribution rights issues, but implies it is due to Marvel not being sure if they can make big profits on another solo movie after two Hulk movies — one of which they produced — didn't hit big at the box office. The first HULK movie, which was solely made, produced and distributed by Universal, only took in $245 million worldwide and THE INCREDIBLE HULK, made and produced by Marvel Studios but distributed by Universal, only brought in $263 million worldwide. Neither of these Hulk solo films produced numbers that inspires confidence by Disney and Marvel Studios to release another Hulk solo film. Especially since CAPTAIN AMERICA: THE FIRST AVENGER and THOR both achieved at least $100 million or more in the worldwide box office.


Screenshot via BoxOfficeMojo

As you can see in the screenshot, THE INCREDIBLE HULK is Marvel Studios' weak link in their Marvel Cinematic Universe box office tally. And while some may say or think it was due to being only the second MCU film released, the first film, IRON MAN, made over double the box office sales just a few months prior to the release of THE INCREDIBLE HULK.

Of course another Hulk movie now would most likely change the fortunes of the solo Hulk franchise because of his increased popularity after being in two Avengers films, but by how much? And is Marvel Studios prepared to take that risk because another Hulk movie could flop and bring out all the negative naysayers and Marvel Studios haters to start talking about how the studio may have peaked? 

These may be laughable things to say about a studio who is on a historic run of blockbuster hit after hit but bad press is something no studio wants to face when it comes to having a movie flop. Luckily, THE INCREDIBLE HULK did come out in the early life of the Marvel Studios so it kind of gets a free pass of not being cited as the studios' biggest flop.

So to recap all of this: Marvel Studios has the movie and production rights for Hulk solo movies but Universal has the distribution rights and the first right to refusal of distributing every Hulk solo film. However, the real issue of a solo Hulk movie not happening is due to the fear of not making enough profit on a production budget that would easily be in the ballpark of $180 million. Add another $125 million in marketing and promotional costs and a solo Hulk movie would need to bring in at least $600 million in the worldwide box office. Seems like a huge risk for a Hulk franchise that has only brought in just over $500 million with its previous two film releases combined.

It's all about the money in Hollywood and the ability to double the production and marketing costs put into a film. 

Does thing mean fans will never get another solo Hulk movie? They probably will but Marvel Studios will take its time until they have a Hulk story they are most confident will make them a ton of box office cash. Marvel Studios did take a risk on GUARDIANS OF THE GALAXY and that hit big and their next "risk" is with ANT-MAN. Although early projection trends tell me ANT-MAN should bring in at least somewhere in the ballpark of $600 million worldwide which would be another big hit for the studio since Ant-Man is a weird, lesser known hero in the mainstream audience albeit being a founding member of the Avengers in the comic book universe.

Can a future Hulk solo movie make at least $500 million worldwide to consist of getting another movie greenlit? Only time will tell if Marvel and Disney think so.



To read more about Hulk, click here.