Disney Animation is closing the book on fairy tales

[Refugee 7]

Once upon a time, there was a studio in Burbank that spun classic fairy tales into silver-screen gold.

But now the curtain is falling on "princess movies," which have been a part of Disney Animation's heritage since the 1937 debut of its first feature film, "Snow White." The studio's Wednesday release of "Tangled," a contemporary retelling of the Rapunzel story, will be the last fairy tale produced by Disney's animation group for the foreseeable future.

"Films and genres do run a course," said Pixar Animation Studios chief Ed Catmull, who along with director John Lasseter oversees Disney Animation. "They may come back later because someone has a fresh take on it … but we don't have any other musicals or fairy tales lined up." Indeed, Catmull and Lasseter killed two other fairy tale movies that had been in development, "The Snow Queen" and "Jack and the Beanstalk."

To appreciate what a sea change this is for the company, consider that a fairy tale castle is a landmark at Disney theme parks around the world and is embedded in the Walt Disney Pictures logo. Fairy tale characters from Disney's movies populate the parks, drive sales of merchandise and serve as the inspiration for Broadway musicals.

Alas, Snow White, Sleeping Beauty, Ariel, Jasmine and the other Disney royals were all born in the 20th century. Now, different kinds of Disney characters are elbowing their way into the megaplexes and toy aisles, including Pixar's "Toy Story" buddies Buzz Lightyear and Woody, Capt. Jack Sparrow from "Pirates of the Caribbean" and a platoon of superheroes from the recent acquisition of Marvel Entertainment.

Over the decades, Disney has benefited from the ticket sales and licensing revenue generated by such princess-driven properties as "The Little Mermaid," "Beauty and the Beast" and "Aladdin." The studio's most recent offering, however, was a clear disappointment. Although critically acclaimed, last year's "The Princess and the Frog" was the most poorly performing of Disney's recent fairy tales.

In the age of mega-franchises when movies need to appeal to a broad audience to justify a sizable investment, Disney discovered too late that "Princess and the Frog" appealed to too narrow an audience: little girls. This prompted the studio to change the name of its Rapunzel movie to the gender-neutral "Tangled" and shift the lens of its marketing to the film's swashbuckling male costar, Flynn Rider.

[Beamish 0]

Princess and the Frog might have appealed to more than little girls if it had been a better movie. Blaming its failure on a certain demographic is lame- Beauty and the Beast and Little Mermaid appealed mostly to little girls, but they both did quite well in theaters. By Disney's own logic, marketing Tangled based on its male co-star is just as likely to cause low turnout, because they're still biasing their advertising towards one gender- why not market both stars ? As for the name Tangled being gender-neutral: none of the boys I work will admit to wanting to see "that hair movie".

It might be that fairy tales are less interesting to older children, with well-produced movies from Pixar available to them.

[agirl 0]

None of the boys in my house want to see Tangled. I will say we all loved Princess and the Frog.