 In 2004, Marvel Entertainment, Marvel Comics's new parent corporation, struck a deal with Lions Gate Entertainment to produce a series of eight direct-to-video animated movies under the name of Marvel Animated Features in conjunction with Marvel Studios, Marvel's direct film subsidiary.Eric Rollman was hired by Marvel as Executive Vice President, Home Entertainment & TV Production for Marvel Studios to oversee the deal with Lionsgate.Marvel Animation was incorporated in January 2008 to direct Marvel's efforts in animation and home entertainment markets including then animation efforts with Lionsgate and Nickelodeon.