Marvel Boosts Its New Media Strategy; Sony Vet Rubenstein Will Lead Global Digital Media Group

Last fall, Marvel Entertainment (NYSE: MVL) started to put its deep comics library online. Now it’s making a push to boost its digital media overall, now calling it the Marvel Global Digital Media Group and appointing Sony (NYSE: SNE) vet Ira Rubenstein to head it. Rubenstein left as EVP of Sony Pictures Digital last month. He’ll hold the same title as he oversees the comic publisher’s digital distribution strategy across all media and platforms. Marvel describes the move as a signal of its “commitment to growth in the digital space.”

Marvel, which boasts a library of 5,000-plus characters, has Marvel.com, MarvelKids.com and Marvel Digital Comics Unlimited. Rubenstein’s job is to make the most of his background and Marvel’s current efforts — and to find more ways to make money across digital via gaming (mobile and casual), animation, video and more.
Variety: Marvel recently digitized part of its vast library of books to launch Marvel Digital Comics Unlimited, with readers paying monthly subscriptions of $10, or $5 if they sign up for a full year. It launched with more than 2,500 back issues, including the first appearances of Spider-Man, the X-Men and the Incredible Hulk.

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