News
Disney Preps Pricey Film Merchandise
By Robert Marich
Sept. 3, 2009 – Disney begins to flog licensed merchandise – some at over one thousand dollars per item -- for its new Alice in Wonderland movie a full six months before theatrical premiere. Tim Burton-directed Alice in Wonderland premieres March 5, 2010 and stars Johnny Depp (who made the Pirates of the Caribbean films for Disney).
Today’s press release says that Disney “staged an unexpected and most elaborate tea party at the MAGIC Marketplace, the world’s most comprehensive fashion trade event, in Las Vegas this week. Wonderland-influenced performers took the unsuspecting MAGIC crowd by surprise as the maddest of tea parties came alive before their eyes showcasing fashion inspirations similar to those releasing in Spring 2010 in conjunction with the film.”
After reviewing Disney’s announcement today, Marketing to Moviegoers: Second Edition feels Disney is being more atmospheric than specific—as there is little closeup pictures of licensed merchandise. The one interesting tidbit is Disney – whose consumer products division generates $2 billion in corporate revenue from the even more billions in consumer-level retail sales – has some very expensive designer jewlrey items tied to the Tim Burton film. It’s not just key chains and coffee mugs.
“The new Tom Binns Alice In Wonderland-inspired jewelry lines will feature two collections influenced by key story characters including Alice, the Mad Hatter, the Red Queen, the White queen and the White Rabbit,” notes the press release. “The Tom Binns for Walt Disney Signature line will offer a limited edition collection of six jewelry pieces designed in Binns' coveted over-the-top runway style. This high-end collection will be available at luxury retailers and fine boutiques with a price range from $1,000 to $3,000.”
The press release continues: “Next up for the avid designer will be Tom Binns for Disney Couture offering 35 pieces featuring Binns’ unique flair in collaboration with Lucas Design International, this collection will incorporate photo inlay with lace accents and Swarovski crystal details. The retail price range starts at $50 going up to $250; it will be available at department stores and specialty boutiques. Both collections will make their retail debut Spring 2010 in the U.S. and international markets.”
For full text and one online video, click links below:
www.marketingmovies.net/chapters/chapter-5-merchandising/