I don’t know about you folks. But I really enjoyed that article that JHM ran last week about “Who Framed Roger Rabbit.” You know? That story that featured a lengthy excerpt from that movie’s original screenplay. Which revealed several scenes that had been cut out of the finished version of that Robert Zemeckis film.
Given how popular this 1988 Touchstone Pictures release was (“Who Framed Roger Rabbit” earned $156 million during its initial domestic release as well as an additional $173 million overseas for a total worldwide box office of $329 million. This Steve Spielberg production then went on to win four Academy Awards) …
Copyright 1988 Touchstone Pictures / Amblin Productions
… it wasn’t really a surprise that the then-heads of the Mouse Factory (I.E. CEO Michael Eisner [left] and studio chairman Jeffrey Katzenberg [right]) …
Copyright 1989 The Walt Disney Company
… insisted that Disney’s newest star be prominently promoted at the then-still-under-construction Disney-MGM Studios theme park.
And indeed when Disney World’s third theme park officially opened on May 1, 1989, one of the very first things that guests saw as they came through the turnstiles was this huge billboard promoting Maroon Studios’ biggest stars.
Photo by Jeff Lange
Back in those days, as one wandered through Disney-MGM, one saw all sorts of tributes to “Who Framed Roger Rabbit.” Everything from that recreation of Eddie Valiant’s office that overlooked Echo Lake …
Photo by Jeff Lange
… to the actual vehicles that were used in the production of the film. Which could be seen from Disney-MGM’s tram tour.
Photo by Jeff Lange
Of course, back in those days, WDW visitors also got to see some of the costumes from “Who Framed Roger Rabbit” as they rode the tram. And then — just before these guests exited into MGM’s Backlot Express area — they were menaced by the Dipmobile.
And after grabbing aquick bite to eat, Disney-MGM visitors could then tour a recreation of the Acme Gagworks. Where they could first inspect the Toon Patrol’s paddy wagon …
Photo by Jeff Lange
… and then have their picture taken with the lovely Jessica Rabbit.
Photo by Jeff Lange
Mind you, Disney executives didn’t want to confine the character from “Who Framed Roger Rabbit” to just the Disney-MGM Studios theme park. They wanted the company’s newest stars to make appearances all over property. Which is how Jessica Rabbit wound up with her very own store at WDW’s Pleasure Island.
Photo by Jeff Lange
This is also how Roger wound up being one of the cartoon characters who was heavily featured in Disneyland’s 35th anniversary “Party Gras” parade in 1990 …
Photo by Jeff Lange
… Not to mention being the grand marshall of Walt Disney World’s 20th anniversary celebration in 1991.
Photo by Jeff Lange
At this point in his career, everything seemed to be going great for Roger Rabbit. He had already starred in two new short subjects, 1989’s “Tummy Trouble” and 1990’s “Roller Coaster Rabbit.” And given that Disney had already begun developing a sequel to “Who Framed Roger Rabbit,” it seemed like this hare was destined to become a Hollywood evergreen …
Photo by Jeff Lange
… You know? A character like Mickey Mouse. Who’s loved by generation after generation.
Photo by Jeff Lange
But now here we are in 2006. And these days … You rarely (if ever) see Roger in the park anymore. And this once-promising character is now basically a footnote in animation history. Someone who used to be hugely popular ‘way back in the early 1990s, but then quickly faded from view.
What caused this hare to fall so far out of favor? Come back tomorrow afternoon for the rest of this rabbit tail … er … tale.
In addition to being JHM’s official photographer & archvist, Jeff Lange also produces a best-selling series of Disney theme park DVDs. His most recent title is a disc that commemorates Walt Disney World’s 20th anniversary celebration. For further information on this DVD as well as all of the other titles in Jeff’s catalog, please follow this link.