I'm in the home stretch of Sean Howe's excellent Marvel Comics: The Untold Story, and this quote from the beginning of chapter 17, I think, sums up what's wrong with the company in a nutshell:
The Los Angeles Times, CNN, and USA Today all chimed in about Liefeld, Lee, McFarlane, and the other renegade artists who were standing up to big business. In response, Marvel president Terry Stewart made a statement that "the importance of the creative people is still secondary to the (comic book) characters," a stance that hardly discouraged Marvel's new image as a corporate overlord.
(Brackets in original.)
How comes back to this point in chapter 19:
In June 1994, Frank Miller paid tribute to Jack Kirby, delivering a keynote speech at an industry seminar in Baltimore. […]
Marvel Comics is trying to sell you all on the notion that characters are the only important component of its comics. As if nobody had to create these characters, as if the audience is so brain-dead they can't tell a good job from a bad one. You can almost forgive them this, since their characters aren't leaving in droves like the talent is. For me it's a bit of a relief to finally see the old "work-made-for-hire talent don't matter" mentality put to the test. We've all seen the results, and they don't even seem to be rearranging the deck chairs.
Creators who complained about defections to Image and other companies, he continued, were "like galley slaves complaining that the boat is leaking." The age of company-owned superhero universes — the Jack Kirby age — was over. "It's gone supernova and burned itself out, and begun a slow steady collapse into a black hole. We couldn't feed off the genius of Jack Kirby forever. The King is dead, and he has no successor. We will not see his like again. No single artist can replace him. No art form can be expected to be gifted with more than one talent as brilliant as his. It's a scary time because change is always scary. But all the pieces are in place for a new proud era, a new age of comics. Nothing's standing in our way, nothing too big and awful, nothing except some old bad habits and our own fears, and we won't let that stop us."
The crowd rose to its feet.
Miller was right in some ways and wrong in others.
The bottom fell out of the market soon after, for both Marvel and Image. Jim Lee is now one of the Editors in Chief at DC; McFarlane and Liefeld have become punchlines (and so, for that matter, has Miller). Post-bankruptcy Marvel has done a pretty damn good job feeding off the genius of Jack Kirby — in films. As for the comics, well, they're selling decently enough but are, at this point, largely the R&D branch for upcoming Disney movies.
Marvel still believes the creative people are secondary (and that's giving them the benefit of the doubt). Marvel is wrong.
Yes, Iron Man is more popular now than he was during Jack Kirby or Don Heck's lifetime. That's not just because Iron Man's a great character — though I happen to think he is –, it's because of Robert Downey Jr, and Jon Favreau, and Gwyneth Paltrow, and Jeff Bridges.
When you think the characters are primary and the creative people secondary, you get a film like Daredevil. Or, at best, Fantastic Four. Compare the numbers — and you'll forgive me from switching over to DC for this, but they've got a much longer history of film franchises — compare the numbers from Batman and Robin to the numbers from The Dark Knight, or the numbers from Superman Returns to the numbers from Man of Steel, and tell me that the characters are more important than the creative people.
And that, of course, is just looking at it from a mercenary standpoint — because really, that's what Marvel as a company cares about. That's not even getting into quality. My unsurprising opinion is that you're a lot likelier to get a high-quality film or comic when you've got high-quality creative people working on it.
And Marvel's policy of treating its characters as primary and their creators as secondary has resulted in fewer and fewer original characters added to its stable. Sure, lots of creative people still love to play in Marvel's sandbox — and then save their original ideas for creator-owned work.
Take a look at the characters who've starred in films or TV shows over the past couple of decades. Superman and Batman are from the 1930's. Green Arrow and Captain America are from the 1940's. The Fantastic Four, Spider-Man, Iron Man, Daredevil, and the Avengers are from the 1960's. The X-Men are also from the 1960's, though their most popular character, Wolverine, is from the 1970's. Blade, Ghost Rider, and Swamp Thing are from the 1970's too (and so is Howard the Duck, if you really want to bring that up). The New Teen Titans, Elektra, the Tick, the Teenage Mutant Ninja Turtles, and the Mystery Men are from the 1980's. Static, Spawn, Hellboy, and the Men in Black are from the 1990's. The Walking Dead started in 2003, Kick-Ass in 2008.
It's not an exhaustive list (see Nat Gertler for that), but it's an eye-opening one. Marvel and DC have a strong library of characters — from decades ago. Most of the successful new characters, though, are creator-owned.
But hey — Disney's biggest franchises are already from the 1920's to the 1950's (and many of them are based on public-domain material that's a lot older than that). Disney doesn't need to create new product. When the copyrights to the first Mickey Mouse cartoons come close to expiring, Disney can bribe Congress to extend them. If Disney needs to add new material to its portfolio, it can buy a company like Pixar or Marvel.
And as Disney's purchase of Lucasfilm and, to a lesser extent, Viacom's purchase of the Teenage Mutant Ninja Turtles, shows, even the most successful creator-owners eventually want to retire and are willing to part with their works.
Star Wars — hm. Maybe I have found an example where the characters are more important than the creator.
Course, that's just because he was ripping off Jack Kirby.