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.
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.
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?