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The 1990s saw studios absorbed into multinational conglomerates. Disney (under CEO Bob Iger) became the master practitioner of "synergy"—using a film to drive toy sales, theme park attendance, and television ratings. The acquisition of Pixar (2006), Marvel (2009), and Lucasfilm (2012) transformed Disney into an IP library. Competitors followed: WarnerMedia (AT&T) consolidated Warner Bros., HBO, and DC; Comcast bought Universal and DreamWorks Animation. The unit of production shifted from the individual film to the "cinematic universe" (e.g., the Marvel Cinematic Universe [MCU]). liveatbrazzers exclusive
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