With Christmas Day now just a week away, retailers & toymakers are already turning their attention toward the 2007 holiday season. With some of these folks already fretting about the disturbing news that's begun leaking out of Disney Consumer Products.
"What disturbing news?," you ask. Well, due to some rather serious story problems, it now appears that "The Tinkerbell Movie" won't be able to meet its original Fall 2007 release date. In fact, there's even been some talk that the release date of this DisneyToon Studios production could wind up being pushed back as far as 2008 or 2009.
Copyright 2006 Disney Enterprises
"So what's so terrible about that?," you continue. You have to understand that "The Tinkerbell Movie" is a key component of the long-in-the-planning successful launch of the Walt Disney Company's latest franchise, Disney Fairies. It was the release of this all-new CG film on DVD that was supposed to provide the flashpoint for this franchise. Make hundreds of millions of people worldwide aware of this new set of Disney characters. Which would — in turn — compel tens of thousands of consumers to go out and buy "Disney Fairies" merchandise. All of those toys, t-shirts, games and dolls that are (even as you read this) being produced at factories around the globe.
Of course, the reason that all of these "Disney Fairies" products are being produced is that DCP representatives had promised retailers & toymakers that the DVD of "The Tinkerbell Movie" would definitely be going on sale in October of 2007. And that this new Disney home premiere would be supported by an unprecedented promotional campaign. One that would virtually guaranteed that girls 2-11 everywhere would be aware of these new characters and would then move quickly to snatch up any "Disney Fairies" -related merchandise they could lay their hands on.
Photo by Jeff Lange
But now that "The Tinkerbell Movie" 's release date has seriously begun to slide … Disney Consumer Products have begun calculating the possible financial impact that that the delayed release of this home premiere might have. And would you believe that some $500 million in revenue from "Disney Fairies" toy sales could be lost?
Which (I know) may seem like a ridiculously high amount of money for a fledgling franchise to generate for the corporation. But let's remember that — all by its lonesome — the "Disney Princess" product line was projected to earn over $3.4 billion for the Walt Disney Company in fiscal 2006. So — when you take that figure into consideration — for the "Disney Fairies" franchise to have originally been projected to make some $500 million in toy sales revenue in fiscal 2007 doesn't seem all that unlikely now, does it?
Anyway … Given the huge amount of money that we're talking about here … Well, any problems relating to "The Tinkerbell Movie" are now of enormous concern to Andy Mooney, Chairman of Disney Consumer Products. He's already reportedly reaching out to Disney's retailer partners, making them aware of the now-quite-likely delay in releasing "The Tinkerbell Movie." More importantly, what the Mouse now plans to do in order to fill this huge gap in its "Disney Fairies" promotional plan.
Advertisement
Among the ideas that are allegedly being considered as stop-gap maneuvers that could potentially support the "Disney Fairies" franchise 'til "The Tinkerbell Movie" is actually ready to for release is some exclusive web content as well as aggressive use of the Disney Channel. Which — in this post – "High School Musical" environment — is still viewed as a pretty wondrous promotional tool by retailers. Given the direct access that this basic cable channel now provides to that oh-so-desired tween demographic.
So for the Walt Disney Company to potentially be offering promotional access to the Disney Channel as a make-good to the toymakers & retailers who will be significantly impacted by the postponed release date of "The Tinkerbell Movie" … That's a pretty huge gesture on Mickey's part. Mind you, it won't make all of Disney's retailer partners happy. But — hey — it's a start.
As to why the release of "The Tinkerbell Movie" is being pushed back in the first place … I'm told that the basic problem with this home premiere is that the current storyline for the film isn't all that compelling. More importantly, that it skews far too young right now. Which could have potentially far-reaching consequences for the Walt Disney Company if its newest franchise is viewed as something that only appeals to children 4-6.
You see, Disney is looking to aggressively target the tween girl audience for its "Disney Fairies" franchise. More to the point, "The Tinkerbell Movie" is supposed to be the first of a planned quartet of home premieres. With "The Tinkerbell Movie" (Which is also known as "Tinker Bell and the Ring of Belief") basically serving as the audience's introduction to the world of Pixie Hollow. According to the original "Disney Fairies" promotional plan, that home premiere's release in October of 2007 would then be followed a trilogy of new "Disney Fairies" films which would tell one epic tale involving this new set of characters over a three year period beginning in 2008 and ending in 2010.
Photo by Jeff Lange
Of course, if "The Tinkerbell Movie" stinks … No one's going to be interested in buying any of the future installments in the "Disney Fairies" home premiere series. Which is why it's crucial that this introductory film be as good as possible.
"Well, if it's so crucial that 'The Tinkerbell Movie' has to be great, then why don't the folks at Disney Consumer Products just ask John Lasseter & the guys from Pixar to come over & consult on their 'Disney Fairies' movie?," you query … Well, John & Ed Catmull kind of have their hands full at the moment. You see, they've taking a very close look at all of the movies that WDFA currently has in its production pipeline. Which explains that story that's currently making the rounds about how John & Ed are supposedly thinking of putting "American Dog" (Disney's 2008 release) to sleep.
For more details on that story — as well as the possible new path for Disney Feature Animation — come on back tomorrow for JHM's "Toon Tuesday" column.
Your thoughts?