Friday, June 29, 2007

Jim Hill - Ratatouille Marketing

Over at Jim Hill is an interesting article on the marketing difficulties concerning "Ratatouille". Like one of the commenters said, "Isn't Disney's Marketing staff one of the best in the world?"

But then again, maybe they really do not have a clue. Looking at the billboards here in SF, the theme is very sports driven, with Remy and his brother playing soccer or basketball using vegetables. Huh? I didn't even recognize it as that, it was pointed out to me by a friend of mine. To me it looked like these characters were just jumping around with food flying past them.

I like the poster with Remy and Linguini. It's closer to what the movie is about than soccer... Why not include Skinner, Ego, the restaurant, etc. Market it as a buddy picture. Could it be internal struggle between Pixar's and Disney's marketing departments? Who knows.

Unfortunately, business is business and shareholders need to see $$$ come opening week-end. Quality doesn't always equal money. Look at Spiderman 3 and Shawshank Redemption for instance. Just sayin'.


- Tim - said...

I think the marketing drama and difficulty has been played up a bit.

The difference between the North American ads and the Japanese ads are nothing new, and not unique to this film. I dare say that it's due to the target audience. The Japanese are far more mature about cartoons. Over there, animated films are revered as highly (higher possibly?) as live action blockbusters, or Oscar winners. Over there, they want to see heart and story. Pixar films have this of course and in Japan the ads reflect it. Over here the ads are dumbed down for an audience that thinks cartoons are all about goofy dancing and prat falls. Look back at the two different trailers for The Incredibles. The Japanese version is SO much more emotional and majestic (though it may give away too much) and the North American one is just action and jokes. Although I have to admit, I was really excited to see an animated action flick, but I was assured that there was a good story behind it by the Japanese trailer.

Jean-Denis Haas said...

That is very true and a good point, thanks for posting!