Many know it as the Fox/Dreamworks design, and it goes a little something like this: hire yourself a group of recognizable voice actors, preferably from mediums (TV, music) that provide some conceptual crossover appeal; take your spec screenplay and strip it of anything remotely resembling complicated characterization or narrative; insert multiple examples of lame pop culture quipping, everything from tempered Top 40 hits to fame whore in-joking; offer up a few mindless musical montages; and don’t forget the borderline offensive toilet humor and bodily fluid/noises jokes. Wrap it all up in a ribbon of riot act ridiculousness, a level of ADD inspired attention spanning that will leave the underaged spent and the adult feeling they got their Cineplex-inflated money’s worth, and you’ve got a F/D derivative. And a big fat hit, probably.At Cinematech, Scott Kirsner wonders why Disney is pushing the Blu-ray version of Sleeping Beauty so hard while not making it available for downloading.
My point: why spend all that marketing money to remind people about the existence of a 50-year old movie if you're not going to offer it in all the formats people might want to watch it in?The New York Times reports on Disney's high end approach to merchandising.
Also, Apple said last year that there were 500 million active iTunes users, and about a million new downloads of the software every day. The most optimistic projections about Blu-ray players envision that there will be about ten million of them in use by the end of this year. (And yes, that includes those built in to Sony's PS3 game console.)
So you're going to spend millions of marketing dollars to sell to a potential audience of 10 million instead of 500+ million? I own some Disney stock, and that don't make sense to me as a shareholder.
The most expensive piece of clothing sold by the Walt Disney Company six years ago was a $75 sweatshirt embossed with a mug shot of Mickey Mouse. By Magic Kingdom decree, home furnishings were required to exhibit at least one Disney character, leading to children’s play rugs ($65, in Pluto) and nightlights ($9.95, in Winnie the Pooh).
Disney still peddles all those things. But now the company also sells $3,900 designer wedding gowns — no characters in sight — and women’s cashmere sweaters “inspired by Tinker Bell.” Interior design offerings include $2,800 leather club chairs and $6,000 chandeliers patterned after the Art Deco décor in Mr. Disney’s former office. One of the company’s new products: couture soap.Welcome to Disney, the “lifestyle brand.”