Tony Stark
Armored Avenger!
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People can moan about Spidey, FF and X-Men being the hands of outside studios but you have to look at the position Marvel were in when they sold those rights, inches from bankruptcy. But for Sony and Fox, Marvel in all likelihood would not exist today.
This is 100% false, not even close to being correct.
Marvel filed for Chapter 11 Bankruptcy in 1996 (restructuring). The other thing you have to realize with this is there was a comic book bubble in the 1990's that was bound to burst and took a huge toll on comic book companies, including DC, but DC was not publically traded Marvel was.
Prior to MEG buying out Marvel Entertainment in 1991, Marvel had been selling character rights to generate revenue, which culminated in Punisher and Captain America being made. Spider-man was sold to Carolco studios with James Cameron to helm. The rights reverted with Carolco went bankrupt in 1996. Sony made the deal for the Spider-man rights in 1999.
In 1997 Toy Biz and MEG merged and ended Marvel's bankrupcy filing. This was the time that Arad took over, who was the head of Toy Biz at the time. Arad was the one that ushered in most of the major film deals when the company had financial stability and was no longer in bankrupcy.
So the idea that Marvel was just selling these rights to generate cash, because they were about to fold is patently false. They brokered some very bad deals to the extent that they had to sue Sony pictures over Spider-man as Sony was actively marketing and profiting off Spider-man, without consent of Marvel.
http://www.cnn.com/2003/SHOWBIZ/Movies/02/26/film.spiderman.reut/