While I respect most of Mr. Hills writing, occasionally his sources and his general rah-rah attitude get the better of him.
The sad fact of the matter is that no one higher up the food chain is expecting this film to do anything. Sure, they will make noises about how wonderful it will be and theyll telling Entertainment Tonight how big its going to be, but if you had $120+ million out on the line youd be a cheerleader too.
Treasure Planet has been a very troubled production from the beginning. It was supposed to have been last summers big movie but Disney forced it and Lilo to trade places (An aside I think Lilo would have doubled its box office if it had been released as planned. Its much more of a holiday family movie than a summer blockbuster). In part the switch was made because of Eisners last minute changes (Pirates have guns and swords! shrieked the executive. Remove them lest I not be invited to Babs next Lear Jet Liberal Cavalcade!) and because the entire movie still needed story work. Not easy nor inexpensive things to do at the last minute. Nor, according to rumors, all the successful either.
A related issue is that Eisner really doesnt think traditional animation has a future. He sees either CGI or Saturday morning. Thats it. Big time Hollywood feature length animation is dead according to Disney common knowledge. All the stuff that Jim Hill wrote about clever marketing through music video and website is clever at all Disney hacked the marketing budget for this film on the dont throw good money after bad theory a long time again. Costumes in the
Disney Store is about all the marketing they can afford, not a full sized television commercial campaign. Besides, who wants to back a cartoon up against Harry Potter and Lord of the Rings?
And all the stuff about Treasure Planet being the next Beauty and the Beast hit? Riiiggghhhtttt
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There are two ways of making gobs of money on a movie. The first is to get hordes of teenagers to see your movie the first weekend. The second is to get all those people who only see one or two movies a year in theaters. Treasure Planet appeals to neither of those groups. Beauty succeeded by getting lots and lots of people back into the theaters to relieve the childhood memories of the classic Disney films from their childhood. Shrek mad millions by appealing to the traditional teenage movie going audience.
Another sad fact is that action-adventure films dont work in an animated format. They just dont and even Mr. Katzenberg had to prove that fact to himself again with Spirit. Action films work by pulling the audience into the movie the rollercoaster effect. The excitement comes placing the audience in the middle of the action. And THAT requires realness of the effects, the stunts and the settings. You, the audience, have to feel you are there. As an example thats why Titanic worked. You may not have really cared about the silly love story, but the intensity and detail of the sinking made you feel what it was like on the boat. You could almost sense you were there. Show of hands how many people unconsciously held their breath the moment the stern plunged underwater?
Action doesnt ever look convincing in animation. Theres no reality to begin with. Instead, animation is a character-driven form. The excitement comes from identifying with the characters and what happens to them. In action movies the characters are really nothing more than props the interest is in the show around them.
A quick example the skysurfing scene that appears in the trailer. In the animated film you see someone riding a rocket board through the sky in a scene oblivious lifted from the extreme sport. Nice, but really nothing but interesting drawings. Now flip over to Fox Sports Net and look at real footage of real doing real skysurfing. Instead of a drawing theres a real person failing to the ground at over 100 mph. The only thing between him and certain death is his parachute. Will it work??? Which scene is more inherently exciting a real person risking death or some artwork?*
Lastly, there was another very good reason why Mr. Katzenberg kept putting off Treasure Planet. For fifteen years at least, Disney had been trying to develop a live action version of Princess of Mars by Edger Rice Burroughs (the guy who created Tarzan). At the turn of the last century, he wrote an amazing series of adventure books set on Mars with a look and feel very similar to whats shown up in Treasure. The choice was simple which would be the more impressive movie: drawings of wooden ships in space or live action footage of Red and Green Martian armies battling over the Grand Canal of Mars (and a stunningly beautiful princess that lays eggs)?
Well get a chance to see. Disney dumped the film and its being made by another studio as their major summer release.
* Before someone responds about stunt men and special effects in live action movies, again they only work if the look real. Bad special effects ruin the illusion. Yes, intellectually you may know it just a stuntman, but in the moment and if the movies good you forget about that fact. And there is real danger involved. Someone died performing a stunt in XXX and they left the shot in the film.