Here's an interesting article over at ICv2.com. As you may have heard, the Spider-Man franchise is about to undergo a mutation. Sony (SNE) apparently had creative differences with director Sam Raimi over the script for the fourth iteration in the series featuring Tobey Maguire as the titular character. This unfortunately led to a parting of the ways, and the need for a reboot, as they say in Hollywood.

There's an interesting business aspect to the deal that makes it imperative for Sony to come out with a new Spider-Man on a pretty regular basis. The rights will revert back to Marvel if Sony does nothing with them. Guess it's a use-it-or-lose-it deal.

I keep watching Marvel Entertainment (NYSE: MVL), waiting (or maybe "hoping" would be the better term) for a great pullback to get in on the action. I never seem to get it. Who knows, maybe it'll happen later today. But as of Tuesday's close, Marvel was still above $40 per share after dropping less than 1%. And that was after the traders digested the company's Q2 earnings report. That, in my opinion, is telling.

Marvel has always been the kind of stock that can throw you for a loop. I know, because I've owned it before. Is it me, or is the market getting increasingly comfortable with the company's business model of taking risk in the movie industry? Maybe it's too early to tell. At any rate, according to the press release, Marvel saw big decreases in both sales and per-share income. The top line dropped 26%, while the bottom line fell 37% to 37 cents per share. Marvel beat earnings estimates by 6 cents per share according to Reuters.

Analysts surveyed by Thomson Reuters expected the parade of earnings declines to continue into the final week of February, with Martha Stewart Living Omnimedia Inc. (NYSE: MSO), Nordstrom Inc. (NYSE: JWN), Home Depot Inc. (NYSE: HD), Wynn Resorts Ltd. (NASDAQ: WYNN), Macy's Inc. (NYSE: M), DreamWorks Animation SKG Inc. (NYSE: DWA), Limited Brands Inc. (NYSE: LTD), Target Corp. (NYSE: TGT), Royal Bank Of Canada (NYSE: RY), Del Monte Foods Co. (NASDAQ: DLM), Kohl's Corp. (NYSE: KSS), Washington Post Co. (NYSE: WPO), Dell Inc. (NASDAQ: DELL), Gap Inc. (NYSE: GPS), Campbell Soup Co. (NYSE: CPB), RadioShack Corp. (NYSE: RSH), and H.J. Heinz Co. (NYSE: HNZ) all expected to post lower earnings for the most recent quarter. Office Depot Inc. (NYSE: ODP), Saks Inc. (NYSE: SKS), and Cooper Tire & Rubber Co. (NYSE: CTB) are expect to have swung to a loss.

Yesterday, I wrote about my nervousness over Marvel's (NYSE: MVL) The Incredible Hulk. Today, I'd like to talk about how I wouldn't be so nervous if the Iron Man sequel ended up being directed by someone other than Jon Favreau. There are two excellent articles on The Motley Fool discussing this issue, one by Nathan Alderman and one by Marvel expert Tim Beyers. At the time those articles were published earlier in the week, it had seemed that Marvel was reticent about ponying up a higher compensation package for Mr. Favreau on the heels of the awesome success of the first movie starring Robert Downey, Jr. David Maisel, chairman of Marvel Studios, apparently wants to be very conservative about the company's above-the-line costs. Alderman thinks Marvel should give Favreau the requested raise, while Beyers understands the Hollywood dynamics going on and can see why both sides are doing what they are doing.

By the time my own piece is published, it's possible Favreau may be confirmed as the director of the second Iron Man (as I write this, there are rumors that a deal has been offered). Regardless of what happens, I'd like to offer my opinion on whether or not Favreau is an absolutely necessary component for an Iron Man sequel.

He isn't. And if shareholders think he is, then they had better rethink their investment in Marvel. What shareholders must ask themselves is this: Is it the director that is responsible for the ultimate success of a Marvel film, or is it Marvel management and the intangible value of the Marvel intellectual-property portfolio? Which element adds more equity? As far as I'm concerned as a shareholder, I'm investing in Marvel. I'm not investing in Jon Favreau. Any investor who believes that any one director is indispensable is going to be in for a stomach-churning ride, because when the day comes that a Jon Favreau or a Sam Raimi (he directed the Spider-Man flicks) decides that Marvel is no longer paying them what they're worth and jumps ship, the stock could easily see an overreaction sell-off.

According to The Hollywood Reporter, comic-book publisher Marvel (NYSE: MVL) has come up with another character set to exploit from its vast library. I've never heard of this title, but apparently a comic book called Runaways, which has been around since 2002 and has developed a following. It has been tapped by management to be source material for a movie. It has something to do with teenagers who have parents that are evil villains. This sends them for a loop, causing them to run away and to attempt to process this shock to their systems. I don't really know a lot about this universe.

And that's what fascinates me about it from the perspective of being a shareholder. It both frightens and excites me at the same time. One of the biggest issues surrounding Marvel has been the oft-mentioned value of the company's 5,000 characters. Some have pointed out that, once you get through Hulk, X-Men, Spider-Man ,Iron Man and a few of the other major hitters, Marvel really doesn't have any other big properties to lean on in terms of generating viable movie franchises. For instance, is Ant-Man going to be a huge success at the movies? For that matter, what the heck is an Ant-Man anyway? Wasn't he made fun of in an old Saturday Night Live sketch from the 1970's? I sometimes do have some reticence when thinking about characters such as Thor, Captain America, and, yes, Ant-Man. Will they be accepted by the movie-going youth as readily as Iron Man recently was at the multiplex?

This is why I think it's a neat idea to start testing the perception of Wall Street investors by announcing the film adaptation of a lesser-known quantity. I mean, I haven't heard of this Runaways thing, at least. But maybe something a little more modern compared to the Captain America character will resonate perfectly fine with the youthful target audience of today. Perhaps Marvel will find out the true value of its brand equity when it slaps its name on something that hasn't been promoted over several decades. It's difficult to say at this stage, and I'll concede that it might be a bit early to begin evaluating this concept when investors are more worried at the moment over the potential success or failure of the new Hulk picture that is set to open very shortly.

Still, if Marvel wants to compete with big guns such as Disney (NYSE: DIS) and Time Warner (NYSE: TWX), then it needs to broaden its horizons and move beyond Wolverine.

Boosted by its licensing rights and marketing agreements for such characters as Spider-Man, Fantastic Four and Transformers, quantitative analyst Vahan Janjigian recommends toy maker Hasbro (NYSE: HAS).

The editor of The Forbes Growth Investor says, "Hasbro has done an outstanding job of selecting licensing opportunities," noting that licensing agreements with Lucas Licensing and Marvel Entertainment give Hasbro rights to develop toys based on Star Wars movies and Marvel comic books.

The Marvel deal, he notes, provides an excellent example. Janjigian says, "Its numerous comic book characters, some of which are more than 40 years old, offer plenty of potential for future sales, especially as more of them make it onto the big screen."

He states, "A renewed focus on core brands and licensed merchandise has led to strong results in the past year. First quarter net revenues surged 33.6% year-over-year to $625.3 million."

Spider-Man branded merchandise, he observes, which benefited from the release of the movie Spider-Man 3, was responsible for more than half of the growth in volume.

The recent opening of Fantastic Four: Rise of the Silver Surfer, he adds, could translate into brisk toy sales in the second quarter. Indeed, he forecasts, with seven films based on Marvel properties projected to be released over the next two years, Hasbro's prospects look "extremely promising."

Further, he says, "Hasbro should also benefit from the much hyped Transformers film." In fact, he notes, licensing revenues should receive a boost from the more than 230 Transformers-related agreements entered into by third-parties expecting to capitalize on the film.

He explains, "Transformers could signal more movie opportunities for HAS owned properties, which may further boost brand awareness and toy sales. Indeed, a G.I. Joe movie is already in the works."

The advisor concludes, "And let's not forget the company's more traditional products. The company has some of the most recognized brand names in the toy industry. Milton Bradley and Parker Brothers make classic board games such as Monopoly and Scrabble."

Each day, Steven Halpern's TheStockAdvisors.com features the latest investment ideas and market commentary from the financial newsletter community.

As "Spider-Man 3" breaks box office records, its studio Sony Corp. (NYSE: SNE) is about to hit milestone that's not worth celebrating.

The Japanese conglomerate may report its worst quarterly loss in four years tomorrow because of lackluster sales of the PlayStation 3, according to Bloomberg News. The company's movie division, of course, is a bright spot for Chief Executive Howard Stringer.

But before investors' spidey senses start tingling, some reality is in order.

For one thing, "Spider-Man 3" was an extremely expensive film to make. Media reports say it was the costliest film in the history of Hollywood. Radar magazine pegs the price tag at $500 million, Sony says the figure is closer to $270 million.

Everyone agrees that it rewrote the rulebook in Hollywood.