In a little more than three months time, Pixar‘s next big release, “Ratatouille” will be rolling into theaters. And — to date — Walt Disney Pictures‘ promotional department has done everything that they can in order to get the word out about this Brad Bird film.
This includes creating a teaser trailer for the movie. Which was then followed by an official Ratatouille website. Which is where you’ll find a brand-new beefier trailer for this upcoming Pixar Animation Studios’ production that’s loaded with fun clips.
But stuff like this? It only works for us weenies who already on the Web. But to get the attention of the general public, you have do something bigger. Be a little bolder.
And since last year’s “Cars Road Trip ’06” (Which sent full-sized replicas of Lightning McQueen, Sally & Mater out on a 40 city tour last spring) did such a good job of raising the public’s awareness of that John Lasseter film … The Mouse is looking to do something similiar for “Ratatouille.”
So would you believe a 25-foot-tall & 40-foot-long wedge of Swiss that you walk through? Which will begin touring the U.S. later this Spring as part of Disney / Pixar’s “Big Cheese Tour” ?
Just in case you’re wondering: No, it won’t be a real piece of cheese. But — rather — a 600-square-foot structure that only looks like it’s made of Swiss Cheese, which can quickly be assembled in each of its host cities. Supposedly 4000 people will then have the chance each day to explore this temporary building. Where there’ll be rat holes for the kids to crawl through as well as HD screens showing clips from the film as well as behind-the-scenes footage.
Mind you, those who are outside waiting in line for their chance to tour the Great Hall of Cheese will be entertained by local chefs. Who will be invited to come present cooking demonstrations on a raised outdoor stage.
Copyright 2007 Disney / Pixar
Now for the big question: Where is the “Big Cheese Tour” headed? Based on the info that I have in hand, this special “Ratatouille” promotion will be making stops in Atlanta, Charlotte, Chicago, Milwaukee, New York City and Washington D.C. With most (if not all) of these stops being tied to food-related events like the Ninth Avenue International Food Fest (May 19 & 20), Riversplash (June 1, 2 & 3) and Taste of Chicago (June 29 – July 8).
As for the rest of the stops of the “Big Cheese Tour” … Look for Walt Disney Pictures’ marketing department to make an official announcement sometime in the coming weeks. Though (from what I hear) the Mouse is looking to keep this “Ratatouille” promotional unit on the road for quite a while. To support both this Pixar film’s June 2006 theatrical release as well as its debut on DVD in December.
By the way, all you JHM readers in Europe and Asia shouldn’t despair about missing out on your chance to visit this enormous chunk of Swiss Cheese. Disney’s marketing department dearly wants to send this temporary structure overseas. If only to get some publicity shots of this admittedly cheesy temporary structure set up next to the Colosseum or in the shadow of the Eiffel Tower.
Sooo … If you’re a fan of computer animation and/or great food, you probably want to make a point of seeking out “The Big Cheese Tour” as this special “Ratatouille” promotion visits your neck of the woods later this spring / early this summer.
Speaking of CG … Tonight between 7 & 8:30 p.m., the Reelz Channel will be broadcasting the 5th Annual VES Awards. Presented by the Visual Effects Society, this annual event honors the talented artists who actually created all of those characters & effects for such memorable 2006 releases as “Pirates of the Caribbean: Dead Man’s Chest,” “Cars,” “Flags of Our Fathers” and “Casino Royale.” So if you want to learn more about the men who made Davy Jones’ tentacles wriggle and/or made Mater that likable lunkhead, you might want to check out this 90-minute-long TV special tonight.
Besides, if you’re a Disneyana fan, Reelz should be on your radar anyway. Given that this is where you can catch Leonard Maltin (AKA The author of “The Disney Films” as well as the host of the “Walt Disney Treasures” DVD sets)’s great new show, “Secret’s Out.” Which does a great job of talking up Hollywood’s hidden gems as well as showcasing notable new DVD versions of classic films.
Check it out, folks. You’ll be glad you did.