On the side- defense of Disney-
The company had to steal marketshare. It's losing badly.
The profits were not good over other markets and Disney is part of the DOW 30(one of 30 company based in the Dow Jones Exchange) component. It is a weighed stock it is affected by the up and down of the 'dollar'. When the company suffers a stock drop is really hurts bottomline. When the 'dollar' isn't strong, which has been the case for about 2 years(because of poor monetary policy), the company needed to diversify it's portfolio of companies it owns, so it could survive the recession.
The fan base for X-men and all others, taps another market for more revenue. The biggest questions - (1)Are they going to keep the adult ratings on Marvel movies and characters? OR (2)Lower it and introduce animation so kids have access?
So, we wait and see.