After much research, and talking with friends in the animation biz, I think Disney badly mishandled Ratatouille's publicity. Here's why.
Right now, Pixar is so furious with Disney's marketing division over how they handled Ratatouille that they're promoting WALL-E, not Disney.
Disney staffers are hoping Pixar will suffer a fall from grace.
"(Pixar is) insisting that only they know the proper way to promote their next picture," an unnamed staffer sneered to Jim Hill. "But that's okay. Let them call the shots on WALL-E's marketing campaign. Next year, they'll be the ones who'll be taking the fall."
Ratatouille was going to get a rough ride in theatres. Its main character was a rat; not the most pleasant of leading characters. It also opened opposite a ton of franchise movies this summer, including Shrek the Third. But Ratatouille had amazing reviews.
The New York Post called it "unmissable." Roger Ebert labeled Ratatouille "a triumph of animation, comedy, imagination and, yes, humanity." And veteran Disney animator Vic Taboush called it "the best animated film since Pinocchio."
Did Disney take advantage of all this praise? Nothing that I, or anyone else, saw. Goofy posters riffing on the movie's "strange" name? Yarp. Dancing rats? Check. Any indication that everyone was going nuts for this flick? Oops.
And Ratatouille's box office suffered.
All it needed was for one series of post-release television and print ads with some pull quotes, to let moviegoers know how good Ratatouille was. It's not hard: Sony even invented a reviewer to give their flicks good press.
Face it, Disney: Pixar handed you a golden movie and you didn't market it properly.
Dear readers: agree or disagree? Tell me what you think.
