The Walt Disney Co.'s (DIS - Get Report) Marvel Entertainment unit has called off a joint venture it had planned with Northrop Grumman Corp. (NOC - Get Report) after fans of the superhero franchise attacked the defense contractor on social media.
Marvel had planned to launch the venture at the New York Comic Con event last weekend with a self-produced film about space exploration that starred Northrop Grumman employees. But after Marvel fans viciously attacked the company for its tie-in with the nation's fifth-largest defense company by sales, Marvel scrapped the joint venture, the Wall Street Journal reported.
The social media firestorm was ignited after Marvel released a teaser for a new Avengers comic featuring NGENs, or Northrop Grumman Elite Nexus. The characters in the comic were supposed to promote science education, but Marvel fans drew comparison to the company's Tony Stark character, who closes his fictional defense firm after deciding it did more harm than good in the "Iron Man" franchise.
Don't know if you saw it, but it's an all-ages promo comic. Disgusting. pic.twitter.com/XP8fSjDrhT— Zack 'O Lantern �� (@Blankzilla) October 6, 2017
"The spirit of the intent has not come across" is such a Marvel Comics apology.
"It's your fault you didn't get what we're going for."— Bizarro Kieran #1 (@KingImpulse) October 7, 2017
Marvel and Northrop Grumman had two more short films planned, insiders said, in addition to a magazine tie-in geared toward promoting STEM education. Defense and aerospace companies such as Northrop Grumman have invested heartily in science, technology, engineering and math programs to offset future concerns over a shortage of staff.
Marvel said in a statement that its prime motivation was education, but that "spirit" had not come across. "This was part of our broader effort to reach new audiences and bring attention to the value of science and technology," the company said. "We are disappointed that Marvel chose not to proceed with the partnership."
Disney stock traded higher 0.21% to $100.28 early Monday, while Northrop Grumman shares were flat.
More of What's Trending on TheStreet: