In addition to Thor and Iron Man, the Captain America rights were previously held by Paramount Pictures. The rights reverted to Marvel Studios and Walt Disney Co. in 2005. With the MCU's wide success with other properties it was announced during the 2009 Comic Con that a Captain America reboot was in development, which would take place in the shared continuity. At first, many ideas were thrown around for how to manage a Captain America Solo film, not wanting to relive the financial and critical disaster of the 1990s Serbian-American film. Originally Kevin Feige said that half the film would take place in the 1940s and the other in modern times, in order to better establish his role for The Avengers. But Avi Arad strongly opposed the idea, believing that Captain America was a man out of tim