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Pixar Lends Halo but No Franchises to Disney Brand

A report in the Orlando Sentinel points out the general lack of success Pixar’s latest films have had in creating the kind of multi-platform franchises that lead to toys and rides or exhibits at the Disney theme parks. On a recent conference call, Disney CEO Bob Iger stated, “Up is not the kind of movie that’s going to generate the kind of multiplatform-franchise success of movies like Cars or Toy Story or other movies that we have in the pipeline, like the princess movies.” Other analysts note that Toy Story, Cars, and Finding Nemo have all become solid performers on toy shelves and/or the theme parks, but Pixar’s last three movies (Ratatouille, WALL-E, and Up) all have little to no presence at the Disney parks.

However, Chris Marangi, an analyst with Gabelli & Co., stated that there were intangible values around the movies’ successes at the box office and with audiences, saying, “They continue to create a halo around the Disney brand.”

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