Everyone from Marvel Enterprises, the industry giant and home of Spider-Man, to small publishers like Mr. Alessi are fighting to increase sales.

The first decade of the 2000s brought some of the most profitable superhero franchises, with Marvel Enterprises.

Making a Bad Situation Better Peter Cuneo, chief executive of Marvel Enterprises, says he performs well in tough situations.

At issue were the sale of intellectual property rights to certain Marvel Enterprises characters that Marvel's new owners thought it bought with the company.

Shares of Marvel Enterprises rose 33 cents, to close at $19.52.

"There is no way laser scanning isn't going to become standard equipment," added Tim Rothwell, president of worldwide consumer products for Marvel Enterprises.

The company changed its name (from Marvel Enterprises) this September.

But consider Spidey as Bill Jemas, chief operating officer of Marvel Enterprises, found him a year and a half ago when he arrived at the company.

In 1997, 20th Century Fox optioned the rights from Marvel Enterprises, and Chris Columbus was chosen to direct the film.

Mr. Silverman, 31, is an associate counsel for business and legal affairs at Marvel Enterprises, the comic book and entertainment company in Manhattan.