animation business

From “Chicken Little” to “Lion King”: A 3-D Marketing Roller Coaster

Editor: Please help me welcome our latest guest author Amanda Correia.

Since the release of its first film in 2005, Chicken Little, Disney Digital 3-D has been quite busy. In fact, every year since, it has released at least one original or adapted 2-D animated film, including The Nightmare Before Christmas, Toy Story 1,2 & 3, Up, Cars 2, and in September 2011, The Lion King.

It may not make much sense today to think that Chicken Little was one of the most significant and controversial decisions that the Walt Disney Company has ever made. However, given the state of affairs around the time of its release, it is clear why this film and its marketing were immensely influential. It was a time of war, an open-fire battle between all of the major animation studios and, the newcomer, Pixar. After the recent successes of Pixar’s The Incredibles and Finding Nemo, and DreamWorks Animation’s Shrek 1 & 2, it was clear that Disney, the supposed category king, was lacking: Where was their CG animation?

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