In 1956, rival company DC Comics ushered in the so-called Silver Age of comics by reintroducing superhero titles with significant commercial success. In the early 1960s Atlas changed It's name to Marvel Comics. For several decades Marvel and DC were the top companies in the industry. Throughout the 1980s and ’90s Marvel changed hands numerous times, becoming a publicly held company in 1991. Questionable management decisions and a general slump in sales in the comic book industry drove Marvel Comics into bankruptcy in 1996. The company emerged from bankruptcy in 1998 and began to diversify It's output, launching imprints aimed at a variety of demographics and expanding It's cinematic offerings under the Marvel Studios banner. In 2007, Marvel began creating digital comics. In 2009, the Walt Disney Company purchased the owner company of Marvel Comics.