Really nice to know this side of the story. I trully believe that only Disney can pull off such an impressive marketing campaign, and if they promoted Ratatouille the same way they promoted "Ugly Betty" than it will be a smass. But I also think that comparing Betty with Remi is a little weard. The stories are different, the backgrounds are different. Saying to children to "be smart, intelligent, blabla" to promote the show is smart, but you can't do that with Ratatouille. "Be a rat"?! Promoting a rat with an expensive taste of food is going to be much harder than a loving girl who's smart and honest and everything sweet.

I agree with the article, as long as they market it right. If they botch it up, then it's going to end up like Flushed Away or Wallace and Gromit, or even Over the Hedge. None of those had an ad campaign that compelled people to see them.

I thin k that Happily N'eveer After is missing the mark, too since they just keep hyping that it's from the producer of Shrek. Well so was Valiant, need I say more.

Ratatouille is off to a good start. They trailer that is out introduces us to the character, and allows the masses to start to know the Rat. Cars missed that in its initial push out of the gate. But, it still made lots of mney and even more in DVD (plus I know my son has every single gad-blamed Hot Wheel style car from the movie...he just had to have them all).

However, I do agree with your last article, that Box office will have to be a little better, because it's harder to sell stuffed Rats. How about a little kitchen set with Rats stuck in the drawers and cabinets? But then again, sell a Rat wearing Mickey ears at the Disney Store and theme parks, and it will sell like crazy (but then again at thos places, you van put Mickey ears on a piece of burned toast and it will sell).

Let's see... I seem to recall that Eisner's dictates to his Marketing crew back in 1986 was to change the title of "Basil of Baker Street" to the far more obvious title, "The Great Mouse Detective", thereby not confusing potentially illiterate audiences with an obscure reference to the Sherlock Holmes stories. Maybe today's Disney Marketing needs to take a similar approach to "Ratatouille" which is obviously far too French and unpronouncable a title for the average American viewer. Following this proven formula they've established for ABC-TV, they can just rename it "Ugly Ratty" and give him goofy glasses and braces for good measure. Then they can concentrate on driving home the message how "Ugly Ratty" teaches young people to disregard society's unrealistic standards for physical hygiene and just be themselves.

Amazing - there is still someone left in the Co who will defend it. They actually stood up and said that Disney Co will make plenty from owning the characters outright - a point that is continually glossed over.

I realize I am as far from the target demographic for Ugly Betty as you can possibly get, but for that show to be a success is a minor marketing miracle. If telling girls to act immature and stupid is an improvement from focusing on looks, well ok, but it makes the Raven productions look like Shakespere. Maybe Survivor being on the air for the past 36 years left the door open.

All the secret websites, specialized trailers, and cute marketing are great, but for mass awareness you still need million$ in network TV ads the two weeks before release. Disney Co never wants to just pay for the ads - they want corporate participants to mention the film in the sponsor's ad, in addition to straight trailer ads paid for by Disney Co. It's just getting harder and harder to find suckers - er - corporations that will do that. If Disney Co would just buy the ads, they would save money in the long run not having to pay the salesmen to push the sponsorships, the lawyers to write the contracts, the payoffs and parties to impress the sponsors, and the lawyers again when the sponsor realizes it wasn't a great deal. Just make a good film and advertise it - that's one main reason they bought ABC.

While I'm no Executive Marketing Genius, if a nice sized chunk of this film's marketing budget isn't spent pumping ads out on Food Network, then every single person on that marketing team deserves to be fired.

Thanks Jim for today's article. I don't think that Disney really has anything to worry about with Ratatouille. I've seen the current previews and I think this will be  a smash! Keep in mind I'm also one of the many Disney fans who needs to "lighten up" LOL One thing that Disney knows is marketing. Sure they are challenged by it but if the Mouse can convince the public that the original Fantasia was much beloved by Walt etc. then they should have no problem convincing the publice to see this film. What impressed me with the Ratatouille preview was that kids in the theatre were actually laughing at the preview!!! How many times does that happen?

"Saying to children to "be smart, intelligent, blabla" to promote the show is smart, but you can't do that with Ratatouille. "Be a rat"?! "

I'm not sure if the point got through to all JHM's readers.  The point is to use the vast resources that are available to the Disney empire, and allow the creative types to be creative.  That's what the article was about, and hearing it from inside is reassuring.  

The key to marketing the film isn't taking all the Ugly Betty ads and plopping a Rat in its place (although that would certainly be an interesting form of satire - on second thought, go ahead and do it - that nice pink website with a rat instead of a girl could be interesting!).  

I just keep wondering if Ratty will ever share the stage with Mickey? Could prove interesting.

<<I just keep wondering if Ratty will ever share the stage with Mickey? Could prove interesting.>>

Well how often does Mickey share the stage with Woody, or Flick or Sully or any other Pixar character?  Whatever your answer is, it'll also apply to Ratty.

Though I get what you really mean...the whole species thing...

<<"Saying to children to "be smart, intelligent, blabla" to promote the show is smart, but you can't do that with Ratatouille. "Be a rat"?! "

I'm not sure if the point got through to all JHM's readers. The point is to use the vast resources that are available to the Disney empire, and allow the creative types to be creative.  That's what the article was about, and hearing it from inside is reassuring.>>

Oh, we get it all right. I just happen to find Marketing types to be rather laughable. A friend of mine that I used to work with in the WDW art department used to lament the day that it fell under the jurisdiction of the Marketing Dept. (It used to fall under WED Art and Design) He always maintained that the Marketing Dept. was all smoke and mirrors and that the Disney parks pretty much marketed themselves based on the substance and quality of the experience they had historically offered. Unfortunately, in the cost-cutting years of Eisner, the Marketing crew were constantly being commanded to find new and inspiring ways to market the same old same old that had very little new to offer the paying public. It was not unlike The Emperor's New Clothes.

I feel the same way about the films. If you've got a film that is genuinely entertaining, all you need to do is let the public know about it through honest TV spots and other available venues of advertising. All of these silly, gimmicky tricks the Merry Marketeers pull out of their hats won't save a film that the public perceives as a stinker. And if they do work, then the public are a gullible lot who deserve what they pay for. Back in the good old days, all it took was a TV spot at the end of "The Wonderful World of Disney" to excite me enough to want to rush out to see the latest Disney feature, especially the animated films. Those films of my youth during the mid 60s through 70s basically sold themselves - no smoke and mirrors was necessary.

I think it's very amusing (tres amusant?) that several people here are concerned that Disney might have trouble selling "Rataouille"!

First, it's not just about a "Rat" with a connection to food. It's about a character going to ANY length, against ALL odds to fulfill their....everybody say it with me.....DREAM! And this is the year of....A Million DREAMS. Perhaps Remy's dream could be one of them (I hope the ad execs are listening!)? Disney has been selling the idea of wish/dream fufillment for how long? I think they can make this work. If all of Mickey and Minnie's dreams come true, all of Jaq & Gus' dreams, I don't think Remy has all that much to worry about.

Secondly, I'm tried of hearing people fuss over the title of the film. The same youngsters that have been laughing at the previews (and laughing, alot, during the test screenings, I might add) are the same little buggers who can recite, ad infinitum, the names of all of the characters in those afternoon Japanese anime cartoons shown on Cartoon Network, and other places. If they can pronounce those names & titles (and correct each other when an error is made) I'm sure this will not be a challenge. Additionally, take a look at some of the names of characters in the Harry Potter books and films - and the kids, by the millions, eat these names up and spit them out perfectly enunciated.

If Disney gives this film it's first-class promo treatment, the name will be heard and repeated so many times by the time of release that everyone, in almost every nation on Earth, will have no trouble saying this name.

Fini.

Nitemuze2, I hope you're not referring to my post regarding the title, "Ratatouille". I had hoped it was obvious to all that in writing that comment, my tongue was so firmly planted in my cheek that it almost took root.

In all seriousness, I love the title "Ratatouille" for its sophistication. My sarcastic comment previously was meant to illustrate the sheer nonsense of when Eisner forced the title change of what had been the inspired "Basil of Baker Street" to the mundane "The Great Mouse Detective". In short, stomping out the alliterative to appeal to the illiterate.

So, yes , it's a good bet that "Ratatouille" won't be renamed "The Great Rat Chef" , thank goodness.

I'd be cheesed off if I were Mickey Mouse. But, Rats! I really find this an appelaing film. Voice cast does not seem to be announced yet. I think a rat should step in

and tell Mickey other rodents, other specimens and other kinds, are allowed at Disney/Pixar.

Mickey's trapped.

<"I realize I am as far from the target demographic for Ugly Betty as you can possibly get, but for that show to be a success is a minor marketing miracle. If telling girls to act immature and stupid is an improvement from focusing on looks, well ok, but it makes the Raven productions look like Shakespere. Maybe Survivor being on the air for the past 36 years left the door open.">

whoa, whoa, whoa...have you even seen Ugly Betty?  It is one of the most fun, well written scripted shows on tv today. It is lightyears beyond the hordes of poorly made reality tv shows that have dominated the airwaves for who knows how long now.  

Betty Suarez is NOT an immature and stupid girl whatsoever.  Yes, she doesn't have physical beauty going for her (and we all know how screwed up this country is when it comes to physical appearance and expectations) and she is a bit clumsy, but Betty is truly a beautiful character. She has the inner beauty and strength and intelligence that puts her FAR beyond her counterparts.  She is practically the one that is keeping Mode magazine afloat- you would know that if you actually watched the show.  Have you even seen the show?  

oh, and it already is a success. It is the number one show of the new season.

reading what curmudgeon has to say always makes me feel more at piece with this website.

I don't think the name of Ratatouille will be a problem, as long as the audience connects with the film.

I remember back in 1994 coming across a pile of Lion King toys a few weeks before the film was released. I looked at the names: Mufasa, Rafiki, Zazu.  It was strange to just READ these names and figure out my own pronunciation...and then try to imagine cartoon characters being named this way. Of course, they are all household names now.

On the other hand, I don't think Kimba or any of his other friends are necessarily household names.

So, in my opinion, if the movie is quality and the characters are likable, then people will be willing to step outside their box and learn to pronounce a non-anglo-saxon-white-washed name.

Oh -- sorry -- I mean to that say KIRA (not Kimba) is not a household name.

Well -- I guess I just proved my point ;o)

Perhaps they need to get back to using toys in MdDonald's happy meals to help promote the movie. There's some good advertising for ya - "Local McDonald's restaurant filled with rats!!"

I thought I kept hearing people forecasting trouble for "Cars," saying that the characters weren't cuddly, so there would be issues with blah blah blah...

Well...there are plenty of kids right now cuddling with plush Maters and McQueens...who are we to say the same won't happen with Rataouille?

If the children connect with the character, they'll probably want the plush toys or whatever else.  Most children won't see a rat--- they'll see a character they loved.

"Well...there are plenty of kids right now cuddling with plush Maters and McQueens...who are we to say the same won't happen with Rataouille?"

The biggest problem is that the toy companies aren't agreeing to make the toys.  It doesn't matter how much kids love the characters if the product isn't available.  Of course they can come out with toys later for the DVD release if demand is there, but that misses some of the window.

Weird how every single person Jim quotes, speaks in exactly the same "voice" - phrasing, rhythm, figures of speech - that Jim uses.

Just strikes me as rather odd.

BIG apologies to PONSONBY BRITT!! I guess I did mistake the tone of your commentary (one of the great disadvantages of online communication).

I've subsequently gone back and re-read your comments, with an eye-out for mountains of sarcasm and, BOY! Have you got that down! In spades!

My compliments (and apologies).

I have faith in the new regime to make a hit out of this film, but if it's not a huge blockbuster (it will definitely be at least a solid hit) that means nothing in the grand scheme of things Pixar.  They're bound to make a film that doesn't connect with EVERYONE.  That's been Disney's problem for years now- trying to please everyone, all the time.  That's why we have had to suffer through years of MOR crap from Disney, and these new projects we're anticipating are more idiosyncratic, more artistic, and in some cases more searching that what we're used to from anyone but Pixar and Miyazaki.  I'll see anything they release, frankly, because it all has a personal quality that "Treasure Planet", "The Heffalump Movie" and their like just   absolutely do not have.

Psssssst -   wanna see some of those Ratatouille toys that no one's making?

http://www.toywiz.com/disneypixarratatouilletoys.html

and that was the 2nd of a couple thousand google listings - there possibly could be more toys, but don't tell anyone.  Shhhhhhhh.     Certainly nothing cuddly there.

On the outside chance anyone is still reading: yes, I sat through an entire episode of Betty over the holidays - someone else's house and all. The story revolved around the office Christmas party. We were to believe that "Ugly" Betty has two potential suitors, and that people in the office take her seriously. Then she's hiding under and bumping her head on a desk because she's nervous around - gulp - a boy. Most 16 year old girls today - especially from Queens - don't mince words and hide under desks at the office, let alone a 19 or 20 something that Betty's suppossed to be. I realize you gotta suspend disbelief to enjoy most arts, and I see the appeal of something like Scrubs, but when I hear "best comedy" and especially "best comedy writing," my expectations go way up.

Nice article, but it didn't address the title of the film.

"Ratatouille" worries me for the same reason that "Gigli" (gee-lee) should've worried Ben Affleck: if people can't say the movie title, it's possible they won't want to be embarrassed by saying it wrong. Just a thought.

hoping for great things from pixar!

-joshMshep

JHM's most popular column finally emerges from its long winter's nap, as Jim Hill answers your questions about a cut scene from "The Rocketeer," Goofy's original voice as well as soliciting your opinion about this site's editorial direction