Due to the trademark conflicts with Marvel Comics, who owned the trademark for "Captain Marvel" for use with their own character of the same name,[31] DC renamed their Captain Marvel superhero character "Shazam" at this time.[32] DC had been required to market and promote the character using the trademark Shazam!, since acquiring the publishing rights from Fawcett Comics in 1972.[33] Captain Marvel had originated at Fawcett in 1939, but fell into limbo after 1953 following a long legal battle with DC over Captain Marvel's similarities to Superman.[34]