https://www.wsj.com/business/media/disney-iger-eisner-similarities-19c58496
The Disney Sequel Bob Iger Never Wanted
Two decades after replacing Eisner, CEO faces many of the same challenges
By
Robbie Whelan
Updated Jan. 24, 2024 - 10:08 am EST
Disney’s embattled CEO was under fire from activist investors. Critics said he had botched succession planning.
A costly deal with Fox was weighing on Disney’s balance sheet, while the prospect of a corporate battle with rival Comcast loomed large. The movie studio’s Golden Age seemed to have faded into a series of flops.
The year was 2004. The CEO in question was Michael Eisner.
After more than a decade in which he had revived the fabled Disney brand and appeared untouchable, he lost momentum and his leadership descended into controversy and financial decline. He eventually stepped down following a shareholder rebellion.
Two decades later, the man who replaced him—Disney’s current chief, Bob Iger—is starring in a reboot of that drama, with plenty of familiar story lines. Iger, too, rebuilt the company, restored its lost glory and seemed unassailable—but now faces many of the same problems that plagued his predecessor. He is hoping to script a different ending.
Iger is a little over a year into his second stint as CEO, and his return to the House of Mouse isn’t going as planned. The decline of Disney’s long-lucrative TV business is quickening, and the supposed solution, streaming, has left Disney with billions of dollars in losses.
Iger has acknowledged that righting the ship has proved harder than expected, but he’s told employees that after months of “fixing” that included major job cuts and restructuring, he’s ready to build a new Disney. “I can tell you building is a lot more fun than fixing,” he said at a town hall meeting with employees in late November.
In many ways, Iger cuts a very different figure in the C-suite than his predecessor. Eisner came to the CEO job with a glittering resume as a creative executive—he came up with the idea for the sitcom “Happy Days” in an airport while waiting out a snowstorm and was closely involved in the making of “Raiders of the Lost Ark.” He had a management style contemporaries said could sometimes be chaotic.Iger, on the other hand, spent most of his early career as an ABC broadcasting executive focused on programming the network’s schedule. As CEO of Disney, he has been viewed as a savvy people manager and visionary dealmaker who placed smart bets to acquire Pixar, Star Wars parent Lucasfilm and Marvel Entertainment. He set the stage for talent to flourish, his supporters say.
Despite the stark differences between the men, Iger’s former colleagues, friends and competitors say privately that he is making many of the same mistakes and stumbling into some of the same traps that Eisner did many years ago.
With the stock trading around 10-year lows, Iger is facing his own activist battle with Nelson Peltz of Trian Fund Management. Disney is on the hook to pay billions to Comcast for full ownership of the streaming service Hulu, even as the company is still digesting its $71.3 billion acquisition of Fox assets—all eerie echoes of the past.
Perhaps the most stark comparison of then and now, say Iger’s critics, is the lack of clarity over succession. Many potential contenders left the company during Iger’s first stint as CEO, from 2006 to 2020. Bob Chapek, whom Iger championed as his replacement, was ousted in a boardroom coup in November 2022, resulting in Iger’s return. Eisner also had trouble leaving the stage, a fact that rankled Iger at the time.
“Iger has systematically eliminated any executive who could become a successor. To me it’s a real black mark on Iger’s record,” said Gary Wilson, an investor and former chief financial officer of Disney who spent 21 years on Disney’s board, up to and including the first hiring of Iger as CEO.
Comparisons between Iger and Eisner are inapt, said Bobby Kotick, a longtime friend of Iger’s who spent 33 years as CEO of videogame maker Activision Blizzard until stepping down at the end of 2023. While Eisner’s tenure came during an era of rapid media growth, Iger’s Disney is contending with unprecedented disruption from streaming and the emergence of tech rivals like Apple and
Amazon who aren’t under the same pressure to generate financial returns, he said.
Eisner disputed the notion that he had mismanaged the succession process and praised Iger’s performance as Disney’s leader.“I brought Bob Iger in as president after five years of working with him. From 2000 on, it was clear to me and anyone else who was close enough to know what was needed that he should be the next CEO,” Eisner said in a statement. Every candidate that was considered “was compared to Bob and they all fell short.”
In response to a list of questions, Disney said that since Iger’s return as CEO in November of 2022, the company has made significant progress in improving cash flow, cutting costs, reducing streaming losses and restructuring the company “with an emphasis on returning focus to creativity.”A company spokesman rejected several key comparisons between Disney’s position today compared with two decades ago.
Iger returned for his second stint as CEO to a changed media business and impatient shareholders. He is under pressure to ensure Disney’s streaming business reaches profitability in the final quarter of its current fiscal year, after racking up more than $11 billion in losses in its first four years.
Disney’s acquisition of Fox entertainment assets for $71.3 billion was supposed to supercharge its streaming efforts, bringing in lucrative franchises like “Avatar” and “The Simpsons,” but the company has been slow to monetize much of the library of shows and characters it purchased, and is already selling off parts of key properties it got in the deal. That transaction also saddled Disney with more than $14 billion in Fox debt and a bigger portfolio of declining cable TV networks. (Iger negotiated the deal opposite Rupert Murdoch, who was then chairman of Fox and Wall Street Journal parent News Corp. Murdoch is now chairman emeritus of each company.)
“There are just no easy solutions today,” said Peter Murphy, former head of Disney’s strategic planning department, a kind of advisory board for the company set up by Eisner in the 1990s. “Disney wants to be a high-growth, tech-oriented company but they still have one foot firmly planted in the Old Hollywood, Old Broadcast, Old Cable world.”
Meanwhile, Disney’s movie studios, which form its creative engine, are sputtering. Fans are fed up with endless Marvel sequels, and live-action remakes of classic animated films have disappointed at the box office.“The Marvels,” Disney’s latest superhero foray, cost more than $270 million to produce, before marketing costs, and grossed $206 million worldwide, making it by a wide margin the worst-ever box office performance for a Marvel movie. Pixar, the pioneering computer-animation studio, failed to find a wide theatrical audience for recent movies including “Elemental” and “Lightyear.”
In November at the New York Times DealBook Summit, Iger said that Disney’s movies and shows had grown too political. “We have to entertain first,” he said. “It’s not about messages.”
Much of Iger’s second tenure as CEO has been spent exploring, but not executing on strategic plans. Iger flirted with the idea of offloading traditional TV assets, but recently tempered expectations of any such deal. ESPN has had talks with sports leagues about offering them stakes in the network in exchange for assets, such as the NFL’s subscription-streaming service and the NBA’s League Pass package. So far no deal has emerged.
For investor Nelson Peltz, Iger’s actions so far—from job cuts, to cost savings and strategic reviews—are inadequate.
Last week, Trian said in a securities filing that it has nominated Peltz and Jay Rasulo, a 30-year Disney veteran and former CFO, to Disney’s board, and called for changes including “Netflix-like” 15% to 20% profit margins for Disney’s streaming business as well as clarity on the returns for planned effort to launch a direct-to-consumer ESPN product. It is Peltz’s second proxy campaign against Disney in the space of about a year.
This time, Peltz has financial help from former Marvel Entertainment chairman Isaac “Ike” Perlmutter, who played a key role in Disney’s rise as a superhero movie juggernaut. It’s yet another parallel to the past, when the effort to oust Eisner—known as the “Save Disney” campaign—was backed by Roy E. Disney, the nephew of founder Walt Disney who was a larger-than-life figure in the animation business. Eisner had a tense relationship with Roy that worsened after the CEO engineered his departure from the Disney board in 2003.
Perlmutter’s job was terminated in March 2023, though he remained one of Disney’s largest individual shareholders and has entrusted that stake to Trian to back its campaign, which has been dubbed “Restore the Magic.”
A Disney spokesman rejected the parallels between the two men. “Roy Disney was a producer, had an office at Disney animation, and spent his life experiencing Disney and being involved with numerous creative projects at the company,” the spokesman said. “Comparing the two is preposterous.”
In early January, Disney’s board rejected adding Peltz and Rasulo as directors, saying in proxy materials that Peltz lacks experience in entertainment.
Disney said in its filing that Perlmutter and Rasulo have personal axes to grind that would make it difficult for them to work productively with Iger. Both Perlmutter and Iger have acknowledged that their relationship has been strained for years. Rasulo was passed over for the job of Iger’s second-in-command in 2015, prompting him to leave the company.As recently as a few years ago, Iger and Peltz would occasionally meet or share a meal together when Peltz was in Los Angeles or Iger was visiting New York, and the Disney CEO solicited the investor’s advice.In 2019, Iger asked Peltz to come to a board meeting at the company’s Burbank, Calif., headquarters to talk about the media industry. The Disney CEO wanted Peltz to advise on a variety of topics related to the media and consumer-products industries, including whether or not the company might be vulnerable to an activist attack.
Disney said that Peltz was selected to present to the board because of his expertise as an activist investor.That same year, Peltz tried to broker peace between Iger and Pelmutter after the CEO and the Marvel chief began feuding. Iger had stripped Perlmutter of his authority over Marvel’s movie studio in 2015 after Perlmutter clashed with Kevin Feige, Disney’s star producer of superhero movies.Four years later, Iger told Perlmutter he was going to lose control of Marvel’s television studio. At Perlmutter’s request, Peltz called Iger, arguing that the Marvel executive had delivered huge profits over the years. “Why take Babe Ruth out of the lineup?” Peltz asked Iger. Perlmutter remained in control of Marvel’s toy and videogame licensing business as well as comic-book publishing, but lost TV.Disney’s board agreed at its January meeting to support a slate that includes former Morgan Stanley CEO James Gorman and former Sky CEO Jeremy Darroch. Gorman is seen by Disney-watchers as particularly useful in succession planning, since he just shepherded Morgan Stanley through a similar process.
Perlmutter sees parallels between Disney’s governance today and the situation in the early 2000s, when Eisner’s critics noted that the board included the then-CEO’s personal lawyer, the architect who built his Aspen vacation home and the principal of his sons’ elementary school.
“Iger is a copy of Eisner. The entire board is his friends,” Perlmutter said in an interview. The board needs to be reworked so that it’s more independent, he said.
Every current Disney director except one was appointed during Iger’s first tenure as CEO or his time as executive chairman. Disney says that Iger wasn’t personally acquainted with any of the company’s current directors before they joined the board, with the exception of former U.S. Trade Representative Michael Froman.In the coming weeks, Trian is expected to identify board members it thinks should be replaced and provide more information about strategic changes it’s seeking.
Disney has been on the brink before.
When Eisner joined Disney in 1984 from Paramount, he breathed new life into a company that had atrophied since Walt Disney’s death nearly 20 years earlier.
He bolstered Disney’s bottom line with theme park price increases and hired talented studio leaders like Jeffrey Katzenberg, who churned out animated hits like “The Lion King” and “Aladdin.”
He also made some mistakes—and enemies. In 1995, he hired his friend Michael Ovitz, founder of the Creative Artists Agency, as president of Disney, telling the board the new hire would make a great successor. The men immediately clashed, and the relationship lasted just 16 months.
Shareholders and directors were enraged when Ovitz walked away with a golden parachute worth $138 million in cash and stock. Eisner earned a reputation for elevating and then undermining multiple potential successors.
Eisner began to come under greater scrutiny as Disney’s business fortunes turned in the second half of his two-decade tenure. The animation business languished, with early 2000s projects like “The Emperor’s New Groove” and “Home on the Range,” bombing with audiences. Disney’s board questioned the wisdom of the company’s $5.2 billion acquisition of the cable network Fox Family from Rupert Murdoch’s News Corp. when the channel later struggled to find an identity.
After that, the board grew more conservative about acquisitions. In 2003 and 2004, for example, Disney was in previously unreported talks to acquire videogame maker Activision Blizzard, discussions that fell apart, according to people familiar with the matter.
Investors grew restless, leading to the campaign against Eisner led by former board members Stanley Gold and Roy Disney. Eisner stepped down as chairman in 2004 after a disastrous shareholder vote, and relinquished the CEO title a year later.
When Iger took over as CEO in 2005, he focused on large acquisitions and franchises that expanded Disney’s reach across the globe. The results in Iger’s first stint were hard to argue with, including a string of $1 billion-plus box office hits and a stock performance that peers envied.
During his first stint as CEO, Iger positioned at least three executives—Rasulo, longtime business executive and former CFO Tom Staggs and former head of strategy Kevin Mayer—to succeed him, only to repeatedly extend his own contract, driving them to leave Disney.
Iger’s eventual handpicked successor, Chapek, became CEO in February 2020. Iger hung around for another 18 months as executive chairman, clashing repeatedly with Chapek. After he retired at the end of 2021, Iger told confidants that Chapek was doing a terrible job, the Journal previously reported.
When Iger agreed to return in November 2022, he said he was coming back for two years. By the following summer, the board extended his contract through 2026, when Iger says he’ll definitely step down. Senior Disney executives who are considered potential successors include Disney Entertainment executives Dana Walden and Alan Bergman and theme park and consumer products chief Josh D’Amaro.
Cable giant Comcast is a recurring character in Disney’s corporate drama. Back in 2004, Eisner faced a hostile takeover attempt mounted by Brian Roberts, the Comcast CEO. Disney ultimately resisted the attack, but it destabilized Eisner’s leadership and former Disney board members say it hastened his downfall as CEO.
Now, Iger must face off with Roberts—this time, not as a seller, but as a buyer of Comcast’s one-third stake in the streaming service Hulu, which is majority owned by Disney. The companies are in negotiations to determine the value of Comcast’s stake and up to now have been billions of dollars apart in their internal estimates, people close to the process say.
The final chapter of Iger’s Disney story is still being written. He may very well prevail in the activist battle, forge deals that fortify Disney’s streaming business and return some magic to moviemaking. Iger’s famed know-how in developing hit franchises out of Disney’s intellectual property will be put to the test.
“No one has done that, or knows how to do that, better than Bob,” Kotick said.
Write to Robbie Whelan at
robbie.whelan@wsj.com