Disney (DIS) management has decided to hire a new marketing person to sell Pirates of the Caribbean: On Stranger Tides, a movie that will hit theaters in May 2011, according to The Hollywood Reporter. This move should make Disney shareholders at least a little concerned. Apparently, the current marketing chief, M.T Carney, may not have all that it takes to maximize the financial potential of the assumed blockbuster.

The movie division over at the Mouse is extremely important to the company's ability to create value. It's also going to play a big role over the next year in terms of stock performance.

Disney's (DIS) Iron Man 2 did it again. According to early estimates from the Associated Press (which could change once final numbers are issued, like they did last time around), the superhero flick, which is distributed by Viacom (VIA), captured $53 million over the weekend at domestic theaters, making it the top feature once again.

The new Robin Hood picture, starring Russell Crowe and brought to multiplexes by General Electric's (GE) Universal Pictures, came in second with what I thought was a weak $37 million.

Walt Disney company (DIS), the media giant that competes with CBS (CBS), General Electric's (GE) NBC Universal, and News Corp. (NWS), reported Q2 earnings after the bell on Tuesday. After reviewing them, I think it's safe to say management did a good job of delivering a solid quarter. But . . . what about the stock?

That's the big question mark. During yesterday's after-hours session, the stock was down 3.5%, or over a buck at one point. Obviously we'll have to wait and see where the shares end on Wednesday after the regular session to get a better feel for what the traders think, but there's no question that the Mouse has had a slightly rough time in the last several sessions.

Disney (DIS) purchased Marvel Entertainment last year, and the first release since that corporate marriage was consummated, Iron Man 2, opened this past weekend at domestic theaters. The project dominated the screens, as it was expected to do. According to estimates at Box Office Mojo, the movie, which is distributed by Viacom (VIA), brought in about $133 million.

The rest of the weekend's features all made less than $10 million; talk about an unfair fight. Time Warner's (TWX) A Nightmare on Elm Street came in second with $9 million. DreamWorks Animation's (DWA) How to Train Your Dragon, also distributed by Viacom, was third, grossing over $6 million. News Corp.'s (NWS) Date Night took up the fourth spot, while CBS (CBS) Films and The Back-Up Plan did enough business to secure position number five.

Viacom (VIA.B) is getting some attention. According to reports, financial publication Barron's is enthusiastic about the value of the media company's shares. Indeed, Barron's makes a compelling case.

The price of the stock, in terms of the P/E ratio, does look rather inexpensive. When you put the P/E ratio against the technical strength of the shares, there's no way not to be intrigued. Viacom is up by a double-digit percentage on a year-to-date basis, and it isn't far from a 52-week high.

I haven't been bullish on Disney's (DIS) stock for quite a while. I own a long-term position, but I haven't added to it for years (I do, however, allow the annual dividend payout, too small that it is, to be reinvested). I'm waiting for the day when the shares finally break through $40. Disney hasn't seen $40 since, well, I don't even want to think how far back that price level goes.

This past week has been fascinating for the Mouse's investors. The media business was upgraded. There's been interesting activity going on in the company's options, as Schaeffer's Investment Research indicates. And the stock hit a fresh 52-week high of $33.22 on Friday; in fact, it closed at the 52-week high, right before the weekend, no less.

Ah, an upgrade of an old favorite of mine. Marvel Entertainment (NYSE: MVL). I've owned this one in the past. Never lost money on it. I'd like to be back in Marvel. Only one problem.

Yesterday, Marvel, a company whose comic library competes with Time Warner (NYSE: TWX) and its own stable of superheroes, received an upgrade from JPMorgan. It now is in the Overweight camp. Before, it was merely Neutral. As you might expect, the stock reacted. There was no way the market was going to ignore this because, really, Marvel is one of those stocks that does show a lot of promise considering that the sequel to Iron Man is due out next summer. Shares closed over 5% higher on Wednesday in reaction to the headline. The professional traders must loved the action.