Monday, September 28, 2009

The Toys Are Back To Make Bank

I have to say, one of the most genius marketing strategies I've seen this year is the 3D re-release of Toy Story and Toy Story 2.

We all know that Pixar has some smart folks behind the desks, but this has to be the smartest move I've seen from them yet. Sure, 3D is all the rage right now, the Toy Story flicks are classics and definitely deserving of another watch on the big screen, but make no mistake, this was a financial decision.

While a lot of adults appreciate Pixar's films, animation is still seen as a family-friendly medium and kids love cartoons. A kids-appropriate movie in the summertime is a bonafide hit, typically, and there's not much in Pixar's history to suggest that Toy Story 3 would be any different.

EXCEPT: Toy Story 3 hits theaters June 18, 2010, more than a decade after the largely successful second film and 15 years behind the original. Today's kids weren't around to experience that magical introduction to Pixar and its greatest characters, Woody and Buzz Lightyear. Not that they haven't caught the films on video a few times, but they're probably more likely to have a connection to Shrek or the gang from Ice Age.

But this Friday, Toy Story and Toy Story 2 will be released in a 3D double feature, and after Cloudy with a Chance of Meatballs had two very successful weekends in a row, it may be the only family film tots and toddlers haven't seen yet. It's a brilliant move. Not only will it make HUGE dollars from nostalgic moviegoers and the family film market, but it's ushering in a whole new generation of fans who will be begging their parents to take them to the third film next summer. And it's a perfect opportunity to put the franchise back on everyone else's minds before next June.

Disney and Pixar marketing execs should throw themselves a huge party for thinking this one up. They certainly aren't taking any chances with Pixar's perfect record.


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