Arad: When we got involved with Marvel, Marvel had a very low self-esteem.
Feige: In my seven years, from 2000 to 2007, before we started Marvel Studios, you can see movies that worked and the movies that didn’t work.
We started the process of thinking about [starting Marvel Studios].
I remember when they said the Mandarin was supposed to be the bad guy in the first Iron Man movie.
Favreau: Avi Arad was heading Marvel Studios at the time, and he departed Marvel over the course of the first production cycle.
The Marvel brand and tone, which was unique to Marvel, also created a template that he understood and embraced.
It was always about the movie at hand, and everyone within Marvel Studios just knows the individual movie trumps the overall picture. »