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Disney Anchoring Itself On Known Brands
If you're breathlessly waiting for a leaked trailer for "Confessions of a Shopaholic 2," well, you better sit down.
The Walt Disney Co. is making a conscious shift away from one-off films to concentrate more on its stable of known brands, which will include the recently acquired slate of Marvel Entertainment characters, according to a report in The Wall Street Journal.
The report comes as Disney's iconic studio settles in after a massive management shakeup in 2009 that saw longtime studio head Dick Cook step down and replaced by Rich Ross, who took the Disney Channel from a middling cable channel to must-see TV with "Hannah Montana" and "High School Musical." Ross' plan for the studio is to have three distinct brands with their own voices: Disney Studios, Pixar Animation and Marvel.
Don't mistake this as a move to benefit only the studio. Any franchise that starts to gain traction will likely be pushed with t-shirts, video games and rides and attractions at the Disney theme parks, all of which of course helps the House of Mouse's bottom line.
Rick Johnston is an associate editor of Portfolio.com.
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