Is “Camp Rock 2” one too many TV musicals from the Mouse?

Jim Hill

14 years ago

Do you hear that vague whirring sound? That's Mickey's massive
marketing machine dropping into gear. As the Mouse begins its final push for what
the Company hopes will be its next big hit to come from the Disney Channel, "Camp
Rock 2: The Final Jam."

Demi Lovato returns as Mitchie in this
Disney Channel Original. Photo by John Medland
Copyright Disney Enterprises,
Inc. All rights reserved

Okay, I know. Clips and music videos from this TV movie have
been airing on the Disney Channel for months now. Not to mention that "Camp
Rock"-themed premium iTouch and iPhone app that became available on May 11^th.
Which then allowed users to buy tickets to that Jonas Brothers / Demi Lovato
arena tour which kicked off in Dallas back on July 27^th. Where these
tween favorites then spend a lot of their time onstage talking up / performing
numbers from this "Camp Rock" sequel.

But all of that was prologue. The real "Camp Rock 2: The Final
Jam" push begins today with the release of the soundtrack for this Disney Channel Original. You can download all 15 songs off of iTunes right now or – if
you prefer – walk into your local WalMart or Target and purchase a physical
copy of this Walt Disney Records release there.

Mind you, if you want to order your copy of the "Camp Rock
2: The Final Jam" soundtrack through Amazon.com … Well, while you're on that
website, you can then sign up for the "Rock the Summer Sweepstakes!" Where you
could possibly win you a trip for two to Irvine, CA. Where on September 19^th,
you'll then get to see Nick, Kevin, Joe and Demi perform live in concert.

Of course, if you just can't wait 'til September 19^th
to see the Jonas Brothers and Ms. Lovato, you can always head to NYC's Lincoln
Center on August 18^th. Which is where the red carpet premiere of "Camp
Rock 2: The Final Jam" is being held. Seriously.

Matthew MDOT Finley leads the
ensemble in a dance in "Camp Rock 2: The Final Jam"
Photo by John Medland. Copyright
Disney Enterprises, Inc. All rights reserved

Anyway … On August 31^st, the Nintendo DS version
of "Camp Rock Final Jam" hits store shelves. Then – on September 1^st
– "Camp Rock 2: The Final Jam" becomes available to Verizon FiOS subscribers through
Disney Channel on Demand.

But if you don't have access to Disney Channel on Demand …
Not to worry. On that same day, Radio Disney will be presenting part one of "On
the Set." Which is this special telecast from the set of "Camp Rock: 2 The
Final Jam" which is supposed to air from 6 – 8 p.m ET / 3 – 5 p.m. PT.

Kevin Jonas as Jason, Joe Jonas as
Shane, Demi Lovato as Mitchie and Nick Jonas as
Nate. Photo by Bob D'Amico.
Copyright Disney Enterprises, Inc. All rights reserved

Part two of this "Camp Rock 2: The Final Jam" promo special
will play on Radio Disney at the exact same times on Friday, September 3^rd.
Which (surprise, surprise) is the day that this new TV musical will have its
world premiere on Disney Channel US.

And to make sure that as many people as possible can see
this Disney Channel Original on September 3rd, there'll be a mobile video
simulcast "Camp Rock 2: The Final Jam" on Flo TV, MobiTV and Sprint TV. As well
as an audio simulcast on Radio Disney.

Demi Lovato promotes "Camp Rock 2:
The Final Jam" on Radio Disney.
Copyright Disney Enterprises, Inc. All rights
reserved

Then – if you haven't already have your fill of "Camp Rock
2: The Final Jam" – the Rock Along edition of this new TV musical will air on
the Disney Channel on Saturday, September 4^th. With the lyrics to
each being visible on screen and/or available for downloading over at
DisneyChannel.com.

Then on Sunday, September 5rd, Demi Lovato and the Jonas Brothers
will host the Dance Jam edition of "Camp Rock 2: The Final Jam." Which will reveal
how many of the dance numbers in this Disney Channel Original were produced.

The cast of "Camp Rock 2: The
Final Jam" goes through its paces. Photo by John
Medland. Copyright Disney
Enterprises, Inc. All rights reserved

Had enough "Camp Rock" yet? Well, there's actually one more "Final
Jam" to air as the Disney Channel presents the encore edition of this TV movie
on Monday, September 6^th starting at 8 p.m.

"And why exactly would The Walt Disney Company air this 'Camp
Rock' sequel so many days in a row?," you ask. Because they're hoping – come Tuesday,
September 7^th – that you'll then be so in love with this Disney
Channel Original that you'll then spring for a copy of "Camp Rock 2: The Final Jam – Extended Edition." Which will be
available in Blu-ray, DVD and a digital combo-pack that features two new
musical numbers, "Walking in My Shoes" and "Different Summers."

I know, I know. Some Disneyana fans think that it's just so
bizarre that The Walt Disney Company would put this much time, thought, effort and
money into the promotion of a TV musical. But when you factor in that the soundtrack of the original "Camp Rock" went platinum (selling over 1.25 million
copies back in 2008) and that a total of 969,442 copies of the "Camp Rock (Extended Rock Star Edition)" DVD were sold … Well, there's serious coin to be
had here.

And the Mouse clearly thinks that "Camp Rock" will have
lasting appeal. Given that – in November of this year — Disney Theatrical
Productions will be making a stage adaptation of these two TV movies, "Camp
Rock: The Musical," available for licensing.

And if Chairman of Walt Disney Studios Rich Ross has any
say, "Camp Rock" will go on and on and on. Much like the "High School Musical"
franchise. Just last week, the Chinese
version of this Disney Channel Original – "High School Musical: China" –
premiered in Beijing.

So who knows? Maybe in a year or so, we'll see a locally produced
version of "Camp Rock" roll into Chinese theaters. To be honest, a lot depends
on how "High School Musical: China" performs in the coming weeks. Whether filmgoers 18 to 25 year-olds (which make up 80 to 90%
of the movie-going audience in China) actually embrace this teen musical.

So what do you folks think? Will all of this promotion of "Final
Jam" by Disney eventually result in 2008 level sales for the soundtrack & DVD
of this "Camp Rock" sequel? Or has the Mouse gone back to the TV musical well
once too often this time around?

Your thoughts?