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Though Disney Studio Chairman Dick Cook was a staunch supporter of Miramax, the brand was less of a priority for Bob Iger, whose strategy was to focus on Disney's branded mass entertainment that can be exploited across Disney's theme parks, television and consumer products.

Following Disney's $ 4-billion acquisition of Marvel Entertainment in 2010, and Cook was succeeded by Rich Ross.

As a result, Miramax was relegated to the status of distribution label.

The company confirmed that it was looking into the selling the Miramax label on February 9, 2010, with Bob Iger explaining, " We determined that continuing to invest in new Miramax movies wasn't necessarily a core strategy of ours ".