ByReid Jones, writer at Creators.co
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Reid Jones

Avi Arad was an essential leader in the development of the studio that has brought you the Avengers: Marvel Studios. Having been the Chairman and CEO of the studio from 1998 to 2006, Arad helped to set up the base of the company that now mass produces our new-found favorite superheroes.

After resigning from the company to take on his own endeavors, Avi Arad took up the role as producer for Sony's web-slinging superhero reboot Amazing Spider-Man. Fans rejoiced at the announcement, feeling that there may actually be a reunion of Spider-Man and the rest of the Marvel Universe now that someone from Marvel Studios had connections with Sony. Unfortunately, this isn't the case.

Arad, despite having the most capability to initiate a cross-over out of any other executive from any of the companies owning film rights to Marvel characters, has been the most destructive to the idea: quite possibly the main reason why the crossover won't happen. When asked if Spider-Man would ever cross over with another studio, this is what Arad said:

I think it will take a moment in which we've run out of ideas.

This absolutely boggles my mind. Every superhero to have their own movie after the events of the Avengers has had extremely outstanding box office results and each one is in the top 100 box office successes. Even if Spider-Man were to cameo in the movie for thirty seconds like Stan Lee, its instant publicity and coverage of the hero which would undoubtedly help the franchise.

What truly frustrates me is the approach. Avi Arad claims that they wouldn't need to put Spider-Man in an Avengers movie until they've run out of ideas for solo movies. How would that in any way be productive for the Spider-Man franchise? This wouldn't boost solo film income, this wouldn't provide advertising for Venom or Sinister Six, at most it would promote toy sales which don't even belong to Sony in the first place.

But we really feel very confident that we have so much to do ... Peter Parker is unique; he's really different. He's not an Avenger. He's not an X-Man. He's unique and we revere that. And we'd rather work really hard to have the right ideas than – you know in the toy business we used to make toys glow in the dark when they weren't selling will and it gave at least another Christmas. We don't need it yet.

Despite the blatant ignorance to the Marvel world by saying Spider-Man isn't an Avenger and by using the awkward term 'X-Man' rather than mutant or X-Men member, to claim a team-up would not be extremely beneficial for both parties is ignorance in itself.

As for the heavily-used excuse of contract issues, previous contractual requirements can be waived and/or altered with cooperation of both parties, and the real issue comes down to the studios being able to come up with a fair agreement for distribution of the profits. It comes down to the greedy world of Hollywood, where nobody is willing to give up any profits that could potentially be theirs.

Is there a solution to this? Maybe! Fans' voices always have a hand in what studios are willing to produce. We do determine the box office after all! So, if you can get a petition started or create a noticeable movement to encourage the studios to act, they very well might answer our cries

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