To put it mildly, the current state of Disney is looking bleak, and this is the same company that gave us “The Computer Wore Tennis Shoes.” After getting two of the biggest intellectual properties in pop culture history in Star Wars and Marvel, it was assumed the House of Mouse would be churning out profitable movies and TV shows.
Yeah, about that…
Instead of making money, Disney started making enemies of its core audience. Sure, you had the Avengers movies which raked in tons of money, but live action versions of “The Little Mermaid” and more recently “Snow White” made less money than I did working for a fly-by-night three-day-old sushi franchise called “Still Better than Chipotle.” The fan bases that would normally flock to these movies flocked to the Interwebs to trash Disney’s offerings as “woke garbage.”
And those are the good reviews!
Granted, Disney hasn’t helped matters by putting out woke garbage under the guise of entertainment. Whether it was Kathleen Kennedy stinking up the Star Wars franchise (with the help of J.J. “I Haven’t Seen a Lens Flare I Haven’t Loved” Abrams) or the third wave of Marvel movies and TV shows that have focused more on diversity than, you know, coming up with good stories, it seems Disney has lost its way.
Well, I’m here to help in my own unique way. And considering I’m more of a Bugs Bunny than a Mickey Mouse fan, you know things are bad.
Let’s deal with the elephant in the room, and I’m not talking about Dumbo: you’re driving away potential fans with what you’re doing. I get that you want to grow your base while recognizing the diversity that’s out there, but you’re going about it all wrong. Your approach so far has been to inject the diversity you want to see in the world, wrap it in a half-baked plot, and claim whatever ism you want to blame for the inevitable poor performance. But here’s a little secret.
Not everyone who criticizes the flaming dumpster fires you call entertainment is a bigot. Yes, there are people like that in every group, but you have to try to sift through the hate and trolling to find the kernel of truth. And considering there seems to be a consistent theme of “this is bad and you should feel bad,” you might want to pay attention.
Here’s an example from my own experience. After hearing all sorts of bad things about “Captain Marvel,” I decided to give it a watch. After all, I didn’t want to judge it unfairly and I have an affinity for bad movies. I turned it off after 10 minutes because Brie Larson was so unbearable as a “girl boss” character. I didn’t get any sense of the character she was playing (and I place a good chunk of the blame for that on Larson herself) and I didn’t really care to learn anything more about her. She was just…annoying.
This is one of the things Disney capitalizes on, yet fails to understand in any discernible way: girls want to be princesses, too. Not every girl wants to be a girl boss, and not every female character has to be one to be interesting, or in Larson’s case, not be repulsive to potential fans. Even making Captain Marvel a Disney Princess in “The Marvels” falls flat because she lacks one of the major parts of being one: we like the character.
Compare this to Merida from “Brave.” Although she may be overlooked as compared to the others, she is both determined without being, well, Brie Larson-levels of annoying. And she is, now listen carefully, relatable. We can see ourselves in Merida because she goes through many of the emotions and experiences we do or have. She’s the everyman…er girl…er Princess.
Are you starting to see why “Snow White” flopped more than a drunk fat fratboy jumping into a pool during Spring Break? I’m sure Rachel Zegler is talented, but she didn’t exactly endear herself to the potential audience by putting herself over the Disney cartoon on which her role was based. Even if you wanted to do an updated version, you don’t have to dump all over the source material.
Especially when it’s one of the best animated films Disney has ever done, one that has been beloved for almost 90 flipping years!
This is Marketing 101 stuff, folks. Know your brand and protect it at all costs. In short, don’t use a major IP for an outhouse. In fact, this may be the first step towards Disney regaining its footing: require Disney execs to take a marketing class for an actual grade, minimum grade of a C+ or they get booted. I’ll even allow them to take it at an institute of higher learning suited to what appears to be their intellectual level, Greendale Community College.
By the way, #sixseasonsandamovie.
While the current execs are busy at school, find talent within the company who have an actual passion for storytelling, film-making, acting, et cetera, because these are the folks who will rebuild the foundation of the House of Mouse. Much of the pushback against Disney right now is based on the notion they’re more interested in pushing agendas than producing movies and shows people want to see. And on some level, they’re right.
You have to decide whether the agenda or the final product is more important. Look at it this way. If you want to spread an agenda, you need an audience, and nobody’s going to pay to see your agenda-driven passion project if you’re not making people want to see it. Tone down the agenda and weave it into a good story with characters we feel for. Sure, that means acting roles for the aforementioned Ms. Larson and Ms. Ziegler are going to be few and far between, but I think it will be better for everyone involved. And by everyone, I mean the audience.
Another possible option is to spin off a section of the company that will specifically work on the agenda-driven shows and movies. It will still be part of Disney, just under a different part of the company umbrella. That way you can tell the stories you want to tell without having to worry about having to make money. In short, you’re going to become the brother-in-law who moves in, sleeps on the couch, and eats all the food in the house without chipping in.
As part of this spin-off, you will need people who know about the IPs you’re bastardizing…I mean using. For that, you kinda need the fans you’ve been crapping on to help guide you. For all their faults, they care about the source material and can bring insights into the process that you might not have thought of in your dream to bring an albino quadriplegic gender-queer otherkin Jedi order into the Star Wars universe. Or at the very least, they can devise a canonical reason why such an order exists instead of relying on “muh fee-fees.”
Ditto for the Marvel IPs. Your decisions have turned a guaranteed money-making machine into a product that is lucky to recoup its money. Sure, they hit all the ideological marks you wanted, but that doesn’t mean anything if you’re not getting eyes on the product and driving away potential fans. For example, “She-Hulk: Attorney at Law” has gotten middling reviews and gotten more than its fair share of hatred, some by people who would complain about anything (basically 99% of people online), but some who have a legitimate love of the character.
Of course, when the star of said show goes out of her way to attack the fan base to this very day…yeah, not a good look.
The best way to navigate your way out of this situation is similar to that with the Star Wars franchise: come up with good stories and engaging characters and let them do the talking. And as a Marvel fan, I can tell you there are a lot of characters that haven’t been tapped, but certainly can be with the right approach and with people who actually care about them. And if you can’t find a great story during the entire history of Marvel to adapt, you’re not looking hard enough.
So, Disney, you’re not out of the woods yet, but you’re not a completely lost cause. Let me give you a piece of advice to get you back on track. Take everything you’ve done over the past few years, all the advice you’ve gotten, all the direction you’ve been given, and the like. Then, do the exact opposite. Before you know it, the House of Mouse will be back on a solid foundation.
Of a lot of money.
