Back in the mid to late 80's before Marvel Studios existed (The branch of marvel that makes the movies) Most studios in Hollywood wanted nothing to do with superhero movies including Marvel, so they attempted successfully sold the rights several of their characters including arguably their most important superhero, Spiderman. Marvel sold Spiderman to Sony pictures for around 7 million dollars and they went on to make a successful franchise off the character to the point where they broke several box office records. The success of Spiderman helped Sony pictures establish themselves in Hollywood and helped Marvel who was going through financial troubles at the time fund more comic books and start Marvel studios.
In 1993 Marvel partnered with the company ToyBiz and named Avi Arad the president and CEO of Marvel films which would later become Marvel Studios. In 2005 under Arad's leadership Marvel Studios began seriously making movies and he was tasked with the making of Iron Man. Iron man over the years had shifted from studio to studio for almost 15 years and had been stuck in development hell. Filming for the movie was difficult partially because very few writers wanted to work on the movie because of the character being an unknown, to combat this notion Arad started focus groups to get rid of the notion that Iron man was a man in a suit rather than just a robot. After the groups proved successful in educating the public more writers were willing to work on the film therefore starting the first Marvel cinematic universe film.
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