Bob Iger
How Bob Iger spent $15 billion buying Pixar, Marvel, and Star Wars — and turned Disney from a declining studio into the most valuable IP company on earth.
Bob Iger ran Disney for 15 years. When he arrived in 2005, the company was declining. Theme parks were mature. The studio pipeline week, animation lost to Pixar. Iger inverted traditional media strategy. Instead of owning everything, Disney would acquire valuable creative IP and let others distribute. He bought Pixar for 7.4 billion. Critic said he'd overpaid. He bought Marvel for 4.2 billion, same criticism. He bought Lucasfilm for 4 billion. The Star Wars franchise was dormant. Three films in three years seemed insane. But Iger understood the new landscape. franchises were more valuable than studios. A superhero world generates more revenue than standalone films.
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