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.

Marvel Entertainment (NYSE: MVL), whose colleagues include Sony (NYSE: SNE), News Corp. (NASDAQ: NWS), and Viacom (NYSE: VIA), issued its first-quarter report on Tuesday.

The market liked what it saw. That's because the comic-book concern beat analyst estimates by a pretty significant margin. Hey, what else would you expect from the company that brought you Iron Man?

Marvel delivered 57 cents per share in income. According to analysts, Wall Street was hoping for 37 cents per share. Quite a surprise.

Recently, I wrote a piece about my reluctance to believe that Marvel (NYSE: MVL) was necessarily a buy based on an upgrade. Well, Marvel released Q4 earnings this week, and I admit, they were impressive. Net sales were $224 million, and income was 80 cents per share. Both of those numbers more than doubled last year's stats. Expectations were for 71 cents per share for the bottom line.

If you followed the stock at all this week, you may have noticed that shares rallied on Tuesday when the earnings report was issued. Marvel would have made for an excellent trade ahead of the release. But that's all in the past. I have to concede that the performance did make me want to be back in Marvel. I've made money on the stock before, and I do believe in its long-term prospects.

I think the big question now is: Will this deadly market simply be too much for the Marvel bulls? My answer to that question is yes. Of course, I'm not the one who decides what the price action is going to be from this point on. That's the market's collective call. Maybe the shares will begin to trend higher. But I think that buying any stock this year is going to be an exercise in exasperation.

Marvel (NYSE: MVL) is a great company. It's got a lot of cool characters in its vast comic book portfolio. Spider-Man, Hulk, X-Men, you know them all. And it's a fun stock to both invest in and trade. It's a more direct play on movies than a Disney (NYSE: DIS) or a Time Warner (NYSE: TWX) is. I've made money on Marvel in the past. I don't currently own it, so I was pretty interested when I heard that Wedbush Morgan issued an upgrade this week.

Wedbush Morgan basically said that the market is undervaluing Marvel's potential. It sees a price target of $31. I myself think Marvel will break $30 yet again, but the problem I have is with sentiment. Exactly how will the market react to Marvel's shares this year?

So, I'm still trying to figure out a strategy for the coming year for my portfolio. Stocks are starting to feel a little better to me, but I'm very, very cautious about timing in terms of trades. For instance, I'd rather wait until we see a substantial pullback from the recent rally before taking some of my cash on the sidelines and putting it to work. But I've got two ideas in the movie sector that I'm looking at: DreamWorks Animation (NYSE: DWA) and Marvel Entertainment (NYSE: MVL).

First off, both are great companies. No, not every move they make is perfect (example: Marvel still can't properly monetize its Incredible Hulk property with a decent film). But both stocks have held up relatively well, in my opinion, during the financial implosion. Both stocks are also below their respective 52-week high's and above their respective 52-week low's. That's not a bad position to be in (although I should point out that I generally would like to get these two around their 52-week low's). But which stock has the edge?

Well, Marvel's shares have been strong lately. According to the AOL quote at the time of this writing, Marvel is in the green in all time frames (year-to-date, one-month, one-year, etc.). DreamWorks Animation is in the red in a couple spots, but for the most part, it's been performing somewhat similarly to Marvel. I don't really see that much of a difference in terms of strength. Plus, both are arguably essentially equal in terms of valuation (at least in my opinion).

Well, I've finally done it. I sold my entire position of Marvel Entertainment (NYSE: MVL). It wasn't an easy decision.

When I covered Marvel's latest earnings report, I alluded to the issue of emotion. My emotion, to be specific. I stated that it most likely would be in my best interest to get out of the stock since there really weren't many catalysts coming up in 2009 to propel the stock higher.

In fact, it would be easy to make the argument that, since the market has been so haywire and irrational, one must take profits when one has a profit to indeed take. Marvel is just such a stock in my portfolio. I have several paper losses, but Marvel retains its green status on my board. I love the company's story on a long-term basis, absolutely adore it, but I think it is incumbent upon every trade and investor to build a cash stash that can be used for opportunities the market may throw their way.

The Marvel position that I liquidated on Tuesday was one I owned for quite a while. It had a nice profit attached to it. I feel good about preserving that capital, especially since Marvel is lower today (at least, it's lower as I write this; as we all know, that could change in a heartbeat).

Hasbro (NYSE: HAS) management recently spoke to analysts at its Investor Day conference. Here's the transcript. We all know the deal about these conferences: companies want to put their best foot forward and convince Wall Street that, if things are going good they are about to get even better, or, if things are going bad they won't be as bad as people thought and they will be improving either soon or on a long-term basis. You can bet that it was the latter tone taken by Team Hasbro at the event. In fact, CEO Brian Goldner said something which I thought was quite amazing: did you know that there actually will be a Christmas this year?

Frankly, I had my doubts. Of course, even though there will be a Christmas, and even though Santa will be delivering a lot of toys to kids this holiday season, it's not going to be a pleasant one for toy manufacturers. We're in a bad recession, folks, which is about to wreak psychological havoc on even the strongest consumer mind. Hasbro wants investors to know that parents will buy the stuff on their children's lists. Hasbro is further betting that the company's products will be on a lot of those lists.

The brand equity inherent in its portfolio was mentioned as a particular strength, one that will help keep margins strong and defend the company against competition not only from the likes of Mattel (NYSE: MAT) and JAKKS Pacific (NASDAQ: JAKK) but also from companies that put out more generic playthings. Management also mentioned that Hasbro is in a position of financial strength because of its cash flow, and that it remains confident that revenue expansion can go beyond increases in costs and expenses.

Marvel (NYSE: MVL), whose competitors include media companies such as Disney (NYSE: DIS) and Time Warner (NYSE: TWX), reported Q3 numbers on Tuesday. Revenues increased a whopping 48% to $182.5 million. Earnings per diluted share soared 42% to $0.64. And net cash from operations was more powerful than a locomotive (wait, I might be mixing universes with that metaphor): they went up more than ten times, coming in at $172.2 million.

All of that is impressive. It shows that Marvel's movie model can bring in the money. Projects such as Iron Man, distributed by Viacom (NYSE: VIA), and The Incredible Hulk, distributed by General Electric's (NYSE: GE) Universal, helped to drive the quarter.

However, as this article points out, Marvel isn't expecting much from 2009. Why's that? Because there are no new self-produced movies scheduled for release in that calendar year. That's going to drive long-term shareholders crazy, since I'd have to assume the stock won't be doing much during that time period. Traders might get some opportunities if the stock becomes volatile, but either way, there really are no big catalysts on the horizon.

Has Viacom's (NYSE: VIA) Tropic Thunder succeeded where the Joker has failed? Has the film beaten Time Warner's (NYSE: TWX) The Dark Knight? According to early estimates at Boxofficemojo, it has. Can you believe it? Tropic Thunder, which stars Ben Stiller, right now has $26 million to its credit, enough to capture the top spot. That number will change most likely when final tallies are in, but it doesn't matter, since The Dark Knight is believed to have taken in a little under $17 million over the three-day weekend at domestic multiplexes, giving it a second-place finish. This is good news for shareholders of Viacom, who have so far been pretty happy with the studio's successful summer output. Box-office hits like Indiana Jones and the Kingdom of the Crystal Skull and Marvel's (NYSE: MVL) Iron Man have powered the media company.

Now, Time Warner's new animated flick, Star Wars: The Clone Wars, actually did worse than I expected. It came in third with $15 million. I admit, I totally misread this one. Believe it or not, I thought the film might do a huge number, like between $40 million and $50 million. I'm not sure the box-office dynamics at this time of year would have supported a statistic like that for this kind of film. And I guess I overestimated the number of geeks out there who were waiting to see it during the first weekend out. I really blew it on that one. News Corp.'s (NYSE: NWS) horror flick Mirrors came in fourth place, while Pineapple Express, distributed by Sony (NYSE: SNE), came in fifth. I saw Express last week. Cool movie.

Marvel Entertainment Inc. (NYSE: MVL) reported earnings for the second quarter on Tuesday, and as one might imagine, even though the numbers were solid, the stock sold off. Hey, this is Marvel we're talking about here. Its shares can be volatile little suckers. They're used as trading instruments by many. I'm even questioning if I should have trimmed my position before the report. As I write this at 2 pm, the stock is off by almost 9%. Let's see what the stats tell us.

The top line rose by 55% to $156.9 million. The bottom line increased by a whopping 73% to $0.59 per diluted share. Talk about hulking up! According to Earnings.com, the call was for $0.45 per share. That's a $0.14 beat, and that freakin' rules.

As one might imagine, Iron Man, which was distributed by Viacom (NYSE: VIA), and The Incredible Hulk, placed in theaters by General Electric's (NYSE: GE) Universal, helped drive the results. The films gave Marvel some nice licensing revenues and foreign pre-sale monies. There were no contributions from the box-office side of things yet. Marvel will certainly see a good boost to its revenues if, down the line, the home-video release of the projects sell well (which I think they will). Judging from statements made in the conference call (transcribed at Seeking Alpha), we'll see most of the ancillary benefit from the movies next year. I was disappointed to see that publishing was weak (there were some tough comps there), but I'll tell you what was pretty strong: cash flow. Net cash from operations for the last six months more than doubled to over $68 million. And I love cash.

Well, you can't win 'em all. I certainly found that out with Viacom's (NYSE: VIA) latest quarterly results. The media company delivered the complete opposite of my expectations. Let's go through the numbers.

Revenues for the second quarter increased 21% to almost $3.9 billion. Net income from continuing operations expanded 19% to 64 cents per share. That beat the estimate I was using by three pennies (other sources listed a lower estimate for earnings). No matter how you slice it, Viacom showed Wall Street how it's done.

Now, let me admit how wrong I was. I thought media networks would shine during the quarter and that the film division might not do as well. Operating income at media networks increased 4%, while Paramount and its colleagues increased their segment's profit by almost 300%! You can thank the new Indiana Jones movie, as well as Marvel's (NYSE: MVL) Iron Man and DreamWorks Animation's (NYSE: DWA) Kung Fu Panda, for bringing the crowds into the multiplex and the money into Viacom's coffers.

Viacom (NYSE: VIA) is due to report Q2 earnings on Tuesday, July 29, after the market closes. What will be in store for the media company and fierce competitor of Disney (NYSE: DIS), News Corp. (NYSE: NWS), Sony (NYSE: SNE), and Time Warner (NYSE: TWX)? According to data at Zacks.com, the company may report something in the vicinity of $0.61 per share, which would be good for 12% growth on the bottom line. Viacom has a reasonable chance of beating the estimate, based on past history.

There will be a few key elements that investors will be looking at. One product that has been a driving factor for Viacom's success is, believe it or not, a video game. Rock Band, which competes against Activision Blizzard's (NASDAQ: ATVID) Guitar Hero titles, has been a boon for the company, and the MTV segment specifically. The game, which is distributed by Electronic Arts (NASDAQ: ERTS), will have a sequel coming out this fall, and I hope management enlightens Wall Street about how it feels it will do against Activision Blizzard's new iteration of its own musical-gaming system and how it plans to promote it. Will there be any special synergies between MTV and the sequel? Watch for data on the number of song downloads that Rock Band is fueling.

When I took a look at Viacom's last earnings report, I found that the media-networks division was doing great business. Its operating income had jumped 15%. The media segment, which includes the valuable MTV Networks, should do well again in Q2, and I would expect something close to this kind of growth rate. However, I would be watching for signs from management that the economy may be affecting advertising. Going forward, this will be the challenge for MTV, Nickelodeon, etc. And speaking of Nickelodeon, are there any initiatives on the board to counteract the incredible growth that the Disney Channel has seen thanks to properties such as Hannah Montana? Investors should listen to the conference call for information about marketing plans and new shows, as well as merchandising schemes for the upcoming holiday season.

There will be five superheroes competing for the attention of weekend moviegoers come Friday. There's Marvel Entertainment Inc. (NYSE: MVL)'s duo Iron Man and The Incredible Hulk, Sony Corporation (NYSE: SNE)'s Hancock, General Electric Corporation (NYSE: GE)'s Hellboy (distributed by GE's Universal), and Time Warner, Inc (NYSE: TWX)'s Dark Knight. So, who's going to be the ultimate crime fighter?

I'll tell you which one prevails: Time Warner and its new Batman film, The Dark Knight, has the weekend all locked up. This is set in stone. The Hulk and Iron Man are pretty much done, Hellboy isn't a powerful enough brand name, and Hancock didn't deliver the big numbers I thought it was capable of during its debut weekend (since then, however, the movie has held up well, I have to admit). But you can bet that Dark Knight hits $100 million this weekend. Can you feel the buzz surrounding this blockbuster in the wings? I can. Several reviews I've read were full of cinematic worship for this new entry in the franchise, with special praise reserved for the late Heath Ledger and his portrayal of the fiendish nightmare known as The Joker. There's a decent marketing campaign behind the project, including promotion of the availability of IMAX (NASDAQ: IMAX) screenings. If there ever seemed a movie fit for Imax, this is it. Yeah, Dark Knight can't lose, it can only win big.

Of course, what about Time Warner's stock? It could certainly use a superhero right now, as it has been hovering in recent times not above Gotham City (although that would probably be treacherous enough) but above 52-week-low City. I can't say that a big opening weekend definitely won't move the stock a little just due to the excitement factor, but I wouldn't buy the company ahead of the film (I also wouldn't gamble with IMAX either). Time Warner simply is too large to be affected significantly by one movie. If you consider Time Warner at all, it would be for fundamentals and valuation (I think the company is cheap here, although with this market, I'd rather get it cheaper). Enjoy the movie first, think about the stock later...

Disclosure: I own GE and Marvel; positions can change at any time.

Marvel (NYSE: MVL) is all about making movie franchises these days. For instance, the success of Iron Man has led to plans for a sequel. Shareholders are, understandably, happy about this since a series of blockbuster films will rake in a lot of money for the company and have a positive effect on the shares.

But, Marvel's second movie out of the gate, The Incredible Hulk, may not get the sequel treatment, according to the Hollywood Reporter. The article implied that the financial performance of the film may not have been blockbuster enough to make a sequel inevitable. That doesn't mean that it won't eventually get one, but since there are, as of now, no plans for another Hulk, the speculation is out there. As aforementioned, we already know that there will be another Iron Man.

As a Marvel shareholder, I am disappointed by the box-office results for this latest iteration of the Hulk (even the first weekend seemed weak). Back in 2003, when that year's movie version of the character was released, there was widespread disdain for the project (I myself couldn't stand the flick). Then came this summer's so-called reboot of the franchise. Unfortunately, as of now, 2008 Hulk hasn't done much better than 2003 Hulk.

It's the Fourth of July weekend, and movie studios want to capture as much money for their films as possible, even if they've already been in the theaters for several weeks. No matter what, though, Sony (NYSE: SNE)'s Hancock, starring the always excellent Will Smith, is set to be the financial superhero of the weekend. Already, as of this writing, the film has taken in about $24 million through Wednesday, according to Boxofficemojo. The movie had some showings on Tuesday before its official debut in the middle of the week. It was number one on Wednesday, followed by Disney (NYSE: DIS)'s Wall-E. The robot flick so far has a total tally of around $86 million.

Poor Marvel (NYSE: MVL) and its The Incredible Hulk project. Will anybody be interested in seeing the big green guy now that Hancock is in the marketplace? Indeed, Hulk took in less than a million bucks on Wednesday, and it ranked number seven for that day. Looks like the Hulk fever is winding down at the multiplex, and it looks like Marvel's stock has had its run for the time being. The stock closed on Thursday at $31.20, well away from the 52-week high of $37.41. I still hold Marvel shares, and although there are no big catalysts on the immediate horizon, I have a long-term outlook on the company. Still, the trader in me wishes that I had lightened up on the position back at the $37 level to book some gains.

Hancock should do well north of $100 million once the Fourth of July holiday period has passed. The marketing, in my opinion, is very compelling, and from what I know about the story, it's a smart idea that provides a nice balance to the frivolous plots of Iron Man and Hulk (I'm using the term "frivolous" here with affection). Sony's scored a hit, maybe even a new franchise (I haven't seen the film, so I can't say if a sequel is feasible or not within the confines of the concept), but it won't do much to move the company's stock. Those looking to play the Hollywood game might want to wait for Marvel to pull back further from current levels.

Disclosure: I own Disney and Marvel; positions can change at any time.