Monday MouseWatch: Disney tries to make the most of “High School Musical”

Jim Hill

18 years ago

Has it really been just eight months since “High School Musical” was first presented on the Disney Channel?

Back in January of this year, Disney Channel execs obviously had very high hopes for this Kenny Ortega film. Otherwise, why would they have spent all of that time & money hyping “High School Musical”? During December and the earlier part of January, the Disney Channel regularly ran clips of musical numbers from this new TV musical. The “HSM” cast also made an appearance on the DC’s New Year’s Eve special. They even made the film’s anthem — “Breaking Free” — available for free download just before this TV movie’s January 20th premiere.

Given all the extra effort that they’d put in, Disney Channel executives had hoped that “High School Musical” would at least draw some decent ratings. They certainly weren’t prepared for the premiere of this new TV musical to draw 7.7 million viewers in 5 million households, which was then a record for the cable channel.

From that point foward, “High School Musical” became an absolute phenomenon. To date, more that 40 million people have viewed this Disney Channel original. Since January, 3.9 million copies of the “High School Musical” soundtrack have been sold, making this Disney recording the biggest selling album of the year.

In May, the DVD version of “High School Musical” debuted and quickly became the year’s fastest selling television-related disc. With over 2.4 million units being sold to date.

To support the release of the DVD, Disney Records released a new 2-disc special edition of the soundtrack. Which included karaoke versions of the hit songs from this TV musical. This version of the “High School Musical” soundtrack has also sold ridiculously well

It seemed like virtualy anything associated with this new TV musical would then go on to become an enormous success. Take — for example — the junior novelization of “High School Musical.” Though it hit bookstore shelves on June 1st of this year (Almost five months after this Kenny Ortega film was first presented on the Disney Channel), this paperback still went on to become a New York Times best seller.

Of course, there were a few “High School Musical” -related projects that didn’t go quite as Disney executives had hoped. Take — for example — the company’s plan to send the HSM cast on the road during the Summer of 2006 to do a series of concerts. That plan fell apart in June when Zac Efron landed a part in the movie version of the Broadway musical, “Hairspray.” Given the amount of rehearsal time that Zac would need in order to get ready to play Link Larkin (I.E. That film’s romantic lead) … Well, Efron’s appearance in this Adam Shankman film pretty much torpedoed Disney’s plans for a “High School Musical” tour.

Well, if Efron was unavailable, the Mouse would just turn its attention to Vanessa Anne Hudgens, “High School Musical” ‘s female lead. The same month that Zac agreed to do “Hairspray,” Disney — through its Hollywood Records arm — signed Vanessa to do her very own album. FYI: That recording, “V,” hits store shelves tomorrow.

Which — I know — sounds kind of fast. But virtually everything that the Walt Disney Company has done in order to cash in on the “High School Musical” phenomenon has moved at warp speed.

Take — for example — the stage musical version of this TV movie. The world premiere of this production was presented just last month at Stagedoor Manor, a summer theatre camp in Sheldrake, NY. And even though MTI won’t actually have all of the productions materials (I.E. libretto, sides, score, etc.) for the official stage version of “High School Musical” ready for shipping ’til October 1st, 1,260 amateur productions are already scheduled to be performed in the 2006 – 2007 season.

Which is (admittedly) a huge number of shows. But not when you consider that — on the very first day that the rights to produce “High School Musical” at actual high schools & community theaters became available — Music Theater, International (I.E. The company that handles these productions for Disney Theatrical) recieved over 15,000 inquiries!

And the “High School Musical” gravy train doesn’t stop there. HSM-related merchandise has started popping up in the Limited Too and Kohl’s, not to mention Amazon.com.

Plus — for all those would-be Troys & Gabriellas out there — Hal Leonard has released some vocal selections from this TV movie …

… in addition to an Easy Piano version of “High School Musical” ‘s score …

… Even a play-along CD for all your cellists out there.

As for the Walt Disney Company, they’re obviously anxious to keep the “High School Musical” phenomenon going. To date, the Mouse has exported this TV movie to over 100 countries. Just this past Friday night, this Disney Channel original made its official U.K. television debut.

And to increase the reach of what Disney Company officials hope will eventually become the “High School Musical” franchise, Mickey’s taking the very unusual step of remaking this TV movie. Not once, but twice.

The first redo of “High School Musical” will be produced next year for Indian audiences using local talent, with the film’s musical numbers now being done Bollywood style. As for the second remake of this new TV musical … Borrowing a page from those Latin American versions of “Desperate Housewives” that Disney’s international television arm began producing this past spring, this Kenny Ortega film will soon be adapted for South American audiences.

And let’s not forget about the “High School Musical” sequel that’s now slated to begin shooting in January. This new TV musical will supposedly be set after East High has officially ended classes for the year. Troy, Gabriella and the gang have now all taken summer jobs at the local country club. Which is owned by Sharpay’s grandfather.

This time around, the musical’s story won’t deal so much with high school cliques as it will with class distinctions. Pitting the haves against the have-nots, so to speak. Kenny Ortega has reportedly already been signed to helm this “High School Musical” sequel. Which is tentatively slated to air next August.

Disney hopes that this second film in the HSM series (Yes, there are allegedly already plans for a “High School Musical 3.” The third & final TV movie in this trilogy. Which will supposedly deal with what happens when Troy takes Gabriella to her very first prom) will — to borrow a phrase from Sharpay & Ryan’s theme song …

Bop, bop, bop
Straight to the top
Going for the glory
We’ll keep stepping up
And we just won’t stop
‘Til we reach the top
Bop to the top

So what do you folks think? Are you impressed at how quickly the Walt Disney Company has been able to cash on the “High School Musical” phenomenon? Taking the Disney Channel’s initial $4.2 million investment and turning it into a franchise that — in eight months time — has already reportedly earned over 100 times that amount. Or does all this merchandising & synergizing of this new TV musical (Let’s not forget about the “High School Musical” pep rallies that will debut at the Disney theme parks next month!) just strike you as overkill?

Your thoughts?