I'm of the impression that FOX can't combine their two distinct Marvel IPs into one mega-contract without Marvel's ok.
So that's why Fox was acting like they were planning on eventually crossing them over. And why they hired Mark Millar to work on bringing them together. And why they publish promotional articles acting as if the actors are all part of the same universe. It's their film rights, they can make any movie they want with them.
Or how Bryan Singer flat out said that if X-Men: Apocalypse and Fantastic Four did well, they would be crossing them over.
And the fact that FFINO is devoid of any X-Men content, not even a harmless Easter Egg, gives further credence to this belief. But so long as they hold the licensing agreement I am certain that FOX will keep teasing it.
Tim Story's Fantastic Four had a cut scene that was an X-Men Easter egg. But you also have to take into account that 20th Century Fox really didn't have much faith in this movie. If Fantastic Four wasn't going to do well, they didn't want it ruining their revitalized X-Men franchise.
And FOX can certainly afford to make another dud of a Fantastic Four film. Just as Disney could have spent hundreds of millions on follow-ups to Prince of Persia, John Carter and The Lone Ranger. But why the heck would they?
A huge reason why Disney didn't pursue those films is because in the end, those films just didn't fit with Disney and it was baffling as to why they were even made to begin with. If there is one company that doesn't need to develop licensed IP properties, it's Disney because they're the gold mine of IPs.
The idea that FOX is going to continue to play keep away with the FF rights hinges in part on the idea that the studio is "meh" regarding the idea of an X-Men tie in program. If so, why would multiple senior FOX executives confirm that the program is "something we're definitely pursuing" and "We're hopeful we'll be able to announce something soon"? If they could just walk away and not care, why would they make any announcements?
My two cents? They do care. They care a lot. FOX just watched WB walk away with a cool $40 million in streaming fees for a (sorta) superhero program airing on their network. They see WB and Marvel dominating a very lucrative market, and they want their slice of the pie. FOX knows that an X-Men tie in show will effectively serve as advertising for their X-Men connected cinematic universe. A film series that, unlike the MCU and the DCEU, can't rely on video games or merchandise sales for promotion.
Oh without a doubt Fox cares. They wouldn't be pursuing the X-Men TV rights if they didn't care. 20th Century Fox wants to expand its X-Men brand as much as possible. But there's a difference between want and need. They want the X-Men TV rights, but they don't need them.
If the X-Men tie in program brings in $2 million an episode from a streaming service the shareholders will be more concerned with that then what Disney/Marvel managed to end up doing with an IP that had no value to FOX.
Again, if Marvel Studios makes a Fantastic Four film that does Guardians of the Galaxy numbers, 21st Century Fox investors and shareholders will get pissed. You act as if the Fantastic Four IP has no value at 20th Century Fox, that's where you're wrong, they do have value. It's why the studio was so desperate to keep the film rights in the first place.
At the present time the only company that can put a Marvel branded program on the air is Marvel. In this scenario they are giving up exclusivity and increasing on-air competition in an already crowded marketplace in exchange for a minority stake in a program. When they could just put a "Young Avengers" or "Runaways" show on ABC, CBS or NBC and keep it all. FOX is making out much better than Disney/Marvel in this deal.
Except an X-Men TV should wouldn't be branded as Marvel. Just like how the X-Men films are not branded as Marvel. It wouldn't be a Marvel show, it would be an X-Men show.
Not only that but do you think that the Walt Disney Company would allow an X-Men program to compete with their ABC/Marvel shows? Hell no! Any deal would most likely include to ensure that an X-Men TV show is not on the same time slot as a Marvel TV show.
This has already been confirmed. It will be FOX.
Right now it is planned to be on Fox, but things can change especially since it will be 20th Century Fox's television division that will be making the show.
All of Spider-Man merchandising rights were owned by the Spider-Man Merchandising LP, which was co-owned by Marvel (75%) and Sony (25%). Any merchandising licensing fees were managed by this parnership, regardless whether they were from the comics or the films. Marvel bought out Sony's share in 2011 prior to the release of TASM.
Prior to the buyout, Marvel didn't have the option of putting out comic tie-in product for Spidey and retaining all of the licensing fees. They do with the X-Men and FF, whose deals are only for film tie-ins. So FOX's tie-in % has virtually zero value because a)The X-Men and FF don't have anywhere near Spidey's licensing appeal, b) Marvel can already put all the X-Men and FF merchandise they want into stores without paying FOX a dime and c) Marvel is concentrating their efforts on MCU characters.
FOX could hand these rights over tomorrow and we still wouldn't see kid Cyclops or Ivan Ooze figures on the shelves.
Of course Marvel is focusing on the MCU characters because that is where all of the merchandising opportunity is. If Disney got the opportunity to take advantage of having all of the rights concerning where their specialty is though, you're damn right they're going to take that deal. The merchandising rights have zero value for 20th Century Fox, but they certainly have value for the Walt Disney Company.