Chapter 720： Disney Princess series for boys

This is the third time that Taylor has dubbed Pixar's animated feature film. Unlike the previous characters who just used names and dubbing objects, they are just non-heavy characters. Now the cooperation between her and Pixar Studios is a complete combination. , The role is the heroine Porsche 911 Sally in the film.

Perhaps if she is not a singer, she may not be able to become an excellent voice actor.

Not only "Cars", the current Disney Animation Department's "Tangled" has also sent out an invitation to Taylor, I want her to voice the Rapunzel Princess Le Pei, in this case, the quality of the songs in the film Enough guarantee.

With the release of "Brokeback Mountain", the social situation in North America has undergone further changes. Homosexuality is gradually no longer a taboo in mainstream films. Ryan also reminded the Disney animation department to do something about Andersen's fairy tale "The Ice Queen" Adapted and launched an animated feature film of ice and snow song and dance.

Of course, this is only at the stage of conception, scripting, singing and dancing, cg and 3d technologies all take time.

Without the big killer of 3d, the previous life animation feature film would not have achieved such brilliant results. After all, if only the story is concerned, the film is only in the upper midstream even if it is in a Disney animated film. It's just the standard.

Before the second weekend of June arrived, "Cars 2" premiered in the Chandler Hall of the Los Angeles Music Center, but Ryan, who was temporarily incarnate as a full-time dad, did not attend, just taking advantage of Sandy's sleep. Take time to watch Nicole and Lily again in the private theater.

Kate Beckinsale and her director husband went to film "Underworld 2", and once again sent Lily to the godmother's side.

As in the past, this is not a work to coax children. Although it is a cg animated feature film, it adheres to the philosophy of Pixar Studios''All-Age Films'.

Similarly, it is similar to past protagonists such as Hooker Cowboy, Buzz Lightyear and Nemo. The characters in the film have distinct flaws.

There is no such thing as a person without shortcomings, and a person with shortcomings may not be unlovable.

Pride, confusion, mutual help, humanity, touch, return, love, and a happy ending with flaws. It can be described as a typical Pixar-style character and plot.

To a certain extent, "Cars" is an inspirational film with a mixed road film and a nostalgic genre. The protagonist, Lightning McQueen, gained the love of a group of car friends and realized his self-worth during his journey across Route 66.

While inspiring, this film does not forget to promote the spiritual characteristics of American highway movies, namely free choice and infinite inner boundaries. Route 66 in the film was built in 1926 and is known as the “mother of highways” in the United States. The length from Chicago to Southern California is nearly 1,400 miles across the Midwestern hinterland of the United States. It can be described as a material symbol of the pioneering spirit of the United States.

Anthropomorphic gives the car body language and thought character. The most classic setting is the "Burst Tooth" trailer, the "Beetle Edition" small flying insect, and the "Dolly" tractor and "Monster" Combine that appeared on the stage. Many viewers' long-lost innocence may be quietly awakened. The plot is immersed in joy, anger, sorrow and joy.

In particular, Lightning McQueen, who was "imprisoned" in a small town isolated from the outside world, received the baptism of human feelings and the cold world that he had no time to experience. Friendship can color selfishness; equality discriminates against the arrogance of the old, the weak, the sick and the disabled. It pales in comparison; love makes the utilitarian-occupied head find that "the original life can be more beautiful".

When he was dragged back to the real world again, perhaps he really understood the happiness of "letting go".

Although Pixar Studios uses several new technologies such as ray tracing in this film, the story is also considered excellent, but to be fair, "Cars" is in the animated feature film that Pixar has already launched. Quality can only be regarded as the most mediocre one.

The film’s reputation among the audience is not good or bad, and the attendance rate on the first three days is not particularly high. The box office in North America was only more than 61 million U.S. dollars, and even fell to about 34 million U.S. dollars in the second weekend. Although the film only took ten days to score more than 119 million U.S. dollars, compared with the past two animated feature films, The box office of "Cars 2" has seen a significant decline.

However, neither Ryan nor Disney has too many worries.

Because compared to the box office of the film, the sales of peripheral products can only be described as extremely hot.

Long before the film was released, under the strong push of Ryan. Various derivatives of "Automobile" have been distributed all over the world. Contrary to the mediocre response from the film, derivatives are popular among teenagers, especially boys. In just ten days, only the car models and toys of the characters such as Lightning McQueen sold more than 40 million US dollars in sales worldwide.

The combined sales of all related peripheral products have been close to 100 million U.S. dollars.

In the past, even for animated films whose derivative sales far exceeded the box office, their derivative value was closely related to the film's box office. The derivative value shown in "Cars" is simply a special case.

This makes many surveys and forecasts companies unable to understand, only Ryan understands, this is just the beginning.

In his previous life, "Cars 2" was one of the movies that impressed him the most. This is not how wonderful the film is, but the last year of training, I heard from high-level operations staff talk about it, until 2013 At the end of the year, even excluding the global box office, the "Cars" series brought Disney and Pixar a total of $5 billion in revenue.

This film with mediocre response and box office, but it is the highest creation value of all the works of Pixar Studios.

For this reason, in 2012, the Walt Disney Group even decided to open a special "Cars" section in the California Disney Adventure Park, which is a treatment that its films including "Toy Story" cannot enjoy.

By the end of June, when "Cars 2" was released in North America for 20 days, the global box office was just over 200 million U.S. dollars, and the sales of derivatives are already close to this number, compared to having to talk to theaters and overseas publishers. At the box office, the profits created by derivatives including toys and car models have long surpassed the box office.

This can be regarded as a very peculiar movie in the history of Hollywood. The response of the film is not directly proportional to the sales of derivatives.

This kind of phenomenon will only happen to Walt Disney, and only Disney, which started with animation, can maximize the derivative value of an animated film.

With the passage of time, the sales of derivatives have gradually turned to be flat, but the figures are still objective. The huge peripheral income cannot be created in a short period of time. It also takes time to accumulate.

Of course, unlike many female consumers in the past, the vast majority of "Cars" consumers are men. This is as early as Ryan and Disney's expectations. Both products and marketing strategies are completely biased. For men.

Even the "Wall Street Journal" published a special review article on the front page, thinking that "Cars 2" related products have become the "Disney Princess series" developed by Ryan and Disney for boys.

There is some truth to this. In addition to offline products, a team from Disney and Pixar began to prepare derivative plays for the film when it entered July. After all, with its development trend, the expected profit is too much. It's amazing.

The film creates a world that belongs to the car. The first one just shows the "tip of the iceberg" of this magical car world. There is still too much content to be discovered. There are too many stories that can happen in the car world. "General Mobilization" is closely linked.

In addition, as the most popular toy besides Lightning McQueen, Pixar Studios will produce a superb short film series for the trailer die. Just like the "Transformers" cartoon for Transformers, the animated short film is aimed at the surroundings. market.

As a matter of course, "Cars 2" naturally entered the agenda.

Considering that it will take years to wait for "Cars 2" to be released, and sales of peripheral products have begun to slow down, Ryan decided to let Pixar Studios create a "Cars 2" TV broadcast on the Disney Children's Channel. The series of cartoons is initially planned to have four seasons, which will run through the four years waiting for the release of "Cars 2".

There will definitely be some new roles in these short films to expand the "car lineup" of "Cars". Ryan will be unique and establish a "Cars" studio to handle related work. Specially promote the sales of peripheral products.

As long as it can see the possibility of obtaining high profits, a large commercial group like Walt Disney will run over all obstacles like a torrent to maximize its benefits.

In addition to formal business methods, publicity and hype are essential.

At the beginning of July, Walt Disney filed a lawsuit against a studio located in the small town of Valencia, suing the other party for malicious registration of "Cars 2" related domain names and illegal use of Lightning McQueen on the Internet. The image of the character is used for commercial promotion.

The hot peripheral sales of "Cars 2" is not a secret. It has been paid attention to by many media. The emergence of this lawsuit has provided excellent hype for big and small newspapers and online media, but there are only three top Disney companies. People know that this is just a trick in Disney's publicity.

However, just as Pixar Studios was once again generous and glamorous, the animation departments of other Hollywood companies targeted Pixar Studios one after another, especially for some employees whose contracts had expired. (To be continued) ()