Turkey & Crow

Well, it turns out that turkey isn't the only thing I'm eating this Thanksgiving season.  And I couldn't be happier about it.  I've been pretty strong in expressing my frustration with Disney's marketing campaign for Rapunzel Tangled, going so far as to predict that the film would be yet another disappointment for the "new and improved" Walt Disney Animation Studios, regardless of the movie's actual quality (to be fair, even Disney seemed to be hedging its bets about how the movie would perform ahead of its release).  Man, was I ever wrong.  Tangled opened this past Thanksgiving weekend to a very robust $68.7 million for the 5-day holiday weekend and $48.8 million for the three-day weekend.  That three-day total was just barely behind box office behemoth Harry Potter and the Deathly Hallows Part I, resulting in an unexpectedly close box-office race.  Just as importantly, Tangled received an extremely rare CinemaScore from audiences of "A+."  Clearly, people really like this movie and positive word of mouth should sustain the movie in the weeks ahead.  If Tangled continues to perform well through Christmas, Walt Disney Animation will finally have the one thing that has stubbornly eluded them since the Pixar team of John Lasseter and Ed Catmull took over in 2006 -- a Pixar-sized hit.

Disney's record-setting year

Yesterday, as Disney announced that Toy Story 3 had become the first animated film to cross the $1 billion mark in global box office, it also trumpeted another significant milestone, becoming the first movie studio to have two films released in the same year gross over $1 billion worldwide.  It's a remarkable achievement, as both Alice in Wonderland and Toy Story 3 have easily surpassed whatever high expectations anyone might have set for them.  When you add in the success of Iron Man 2, which was distributed by Paramount but produced by Disney-owned Marvel Studios, it's been an unprecedented year of success at the box office for Disney.

Well, almost.  After all, there were those two high-profile releases from Disney's resident hit-maker, Jerry Bruckheimer.  First it was Prince of Persia, which kicked off the summer with designs to be the next big Disney franchise in the vein of Pirates of the Caribbean.  Next came The Sorcerer's Apprentice, which reunited the director, producer and star of the National Treasure films for another attempt at a new franchise.  Both have been pretty big busts.  With combined budgets of over $350 million, plus marketing and release costs that likely exceed $200 million, the two films together have brought in about $480 million worldwide.  In other words, they've lost a lot of money.  In hindsight, it seems pretty clear that Disney would have been better off continuing the Narnia series instead of trying to build a new fantasy franchise from scratch.  And it seems equally clear that Bruckheimer, Nicolas Cage, and Jon Turteltaub should focus their energies on National Treasure 3.  Then again, what's a loss of a few hundred million dollars when you are raking in over $2 billion?

Looking at the rest of the year, Disney still has two big releases yet to come.  The first is Rapunzel Tangled, the latest animated princess film for the holidays.  The marketers at Disney have no idea what to do with this film and American audiences.  They are so paralyzed by the relatively disappointing performance of The Princess and the Frog that they are completely scared of selling this film for what it is, which is a slightly new twist on a classic fairy tale told in the Disney style.  As a result, audiences are going to have no idea what this movie is and they aren't going to go see it.  Just compare one of the international posters, which still uses the original title, with the domestic poster.  Which one makes more sense and is more appealing?  I'm afraid Disney animation may have another disappointment on their hands.

Finally, there's Tron: Legacy.  In contrast to Tangled, Disney has been marketing this film brilliantly.  if the film is anywhere close to as good as what we've been shown so far, it should be a solid hit for the studio.  Hopefully, when 2010 comes to a close, Disney will still have plenty to cheer about.

First Look: Tangled

Disney has unveiled the first full trailer for it's big holiday release, Rapunzel Tangled.  I imagine it will show before Toy Stoy 3 next weekend.  Watch the trailer and then read my first impressions below.

Consistent with the concept art we've seen, the animation is pretty amazing.  There's something about the depth and texture that I don't think I've seen before in computer animation.  It really does seem like they took the Disney hand-drawn style of animation and translated it into computer animation.

Regarding the movie itself, I guess I'm lukewarm.  Based on the few scenes we're shown, it looks like they're trying a little too hard to convey the message that this is not a "princess film."  The trailer gives the majority of screen time to the hero, emphasizes a jokey tone, and the name "Rapunzel" is never even mentioned.  I'm not sure if that's the right way to go.  I'm also disappointed by the continuing trend of using the clunky "Disney" brand title (instead of "Walt Disney Pictures Presents" or "Disney's").  It just looks awkward.  All in all, I'm still interested in seeing more, so I suppose that's a good thing.  But what about everyone else?