Welcome to Jim Hill Media - Entertainment News : Theme Parks Movies Television

Tube Tuesday: Disney's "Princess Protection Program" to debut on DVD ASAP

Jim Hill

Jim's musings on the history of and rumors about movies, TV shows, books and theme parks including Disneyland, Walt Disney World. Universal Orlando and Universal Studios Hollywood.

Tube Tuesday: Disney's "Princess Protection Program" to debut on DVD ASAP

Rate This
  • Comments 0

How fast is too fast when it comes to making the DVD version of a TV movie available for purchase?

To explain: “High School Musical” made its Disney Channel debut back on January 20, 2006. This TV movie became such a ratings phenomenon that Buena Vista Home Entertainment rushed to release it on DVD. And by rushing, I mean that “High School Musical: Encore Edition” was able to hit store shelves on May 23rd of that same year. A mere 5 months after this Disney Channel Original had first premiered.

Now contrast that with what’s about to happen with “Princess Protection Program.” This heavily promoted Selena Gomez / Demi Lovato production will be premiering on the Disney Channel on June 26th. 4 days later, the DVD version of this TV movie then goes up for sale.

To be specific, it’s the “Royal B.F.F. Extended Edition” of “Princess Protection Program” that will be available for purchase on June 30th. Now being hyped as a “Limited Time Only” offering, this DVD will feature an exclusive music video starring Gomez & Lovato. Not to mention a free set of B.F.F. necklaces which will then allow little girls to recreate a key moment from this TV movie.

Princess Protection Program DVD
Copyright 2009 Disney. All Rights Reserved

Will this effort to quickly cash on a new Disney Channel Original really pay off for the Mouse? Given that Selena & Demi are already starring in two very popular programs for this cable channel (“Disney’s Wizards of Waverly Place” and “Sonny with a Chance” respectively), a “Princess Protection Program” DVD seems like a pretty safe bet. It’s just the speed with which Walt Disney Studios Home Entertainment is bringing the “Royal B.F.F. Extended Edition” to market that is giving some people in the industry pause.

To be fair, the Mouse has been making a concerted effort as of late to make DVD versions of its Disney Channel Originals available for purchase as quickly as possible. Case in point: That “Hatching Pete & Dadnapped: Double Feature” which that goes on sale next Tuesday. Emily Osment’s TV movie first aired on that cable channel on February 16th of this year, while “Hatching Pete” premiered on the Disney Channel just 11 days ago.

Should the “Princess Protection Program: Royal B.F.F. Extended Edition” & “Hatching Pete & Dadnapped: Double Feature” DVDs sell well, I’m told that Disney will really be pulling out the stops with “High School Musical 4” & “Camp Rock 2.” Both of these TV movies are slated to go into production later this year. And when “HSM4” & “CR2” bow in 2010, expect these Disney Channel Originals to be supported by unparalleled day-and-date retail efforts.

Hatching Pete DVD cover
Copyright 2009 Disney. All Rights Reserved

Of course, the real key to understanding what’s going on here is that the Mouse is stepping up its efforts to cash in on that tween girl market. And given how fickle these 8-to-12 year-olds consumers can be, you really have to strike while the iron is hot. Have tie-in merchandise available for purchase the very second that new Disney Channel Original hits or risk losing that sale forever.

Mind you, the downside of this strategy is … Well, if Disney’s new TV movie doesn’t strike a chord with consumers, then Walmart & Target are going to find themselves stuck with an awful lot of B.F.F. necklaces.

But – then again – this is The Walt Disney Company that we’re talking about here. A corporation that has turned the marketing of princesses into a $4-billion-a-year global franchise. Which again makes “Princess Protection Program” seem like a pretty safe bet. At least from a retail point of view.

But what do you folks think? Is Mickey really rushing things by making the DVD version of “Princess Protection Program” available for purchase just four days after this new TV movie airs on the Disney Channel? Or is this really a smart move on the Mouse’s part?

Your thoughts?

Blog - Post Feedback Form
Your comment has been posted.   Close
Thank you, your comment requires moderation so it may take a while to appear.   Close
Leave a Comment
  • * Please enter your name
  • * Please enter a comment
  • Post