2-D
or Not 2-D?
Vince
Sun., June 3, 2001 12:40 PM
Although its broadcast prospects aren't quite as precarious, Max
Steel is also contending with performance problems. It too has drawn
so-so audiences on Kids' WB!, where it has aired in Friday 7:30
a.m. and Saturday 8 a.m. time slots since mid-January, averaging
respective ratings of 0.7 and 1.7 with the six to 11 demo. That's
down considerably from the latter part of 2000. From mid-September
to January, the show grabbed a 2.4 rating in the Saturday 11:30
a.m. slot, and a 1.2 rating on Mondays at 3:30 p.m.
Slumping ratings caused Kids' WB! to consider taking the drastic
step of switching the show's style from 3-D CGI to 2-D cel animation.
Although it's a moot point now, both the show's producer, Sony Pictures
Family Entertainment, and master toy licensee Mattel opposed the
change at the time. Recently, SPFE announced that Kids' WB!'s sister
net Cartoon Network has picked up the series, ordering nine new
episodes that it plans to air as a morning strip starting in September.
SPFE's VP of marketing David Palmer says Cartoon is a better fit
for Max Steel because the net has been eager to add a CGI show to
complement its current lineup. He says Kids' WB!, on the other hand,
is trying to establish a consistent look to its kids programming,
which is mostly comprised of 2-D cartoons.
Many of the new Max Steel eps, all of which SPFE plans to produce
in the 3-D CGI format, will feature guest voice spots from well-known
sports personalities, including L.A. Kings hockey star Luc Robitaille.
That Max will not undergo a style change is likely welcome news
to retailers, who weren't optimistic about the effect that switching
the show's look would have on toy sales. "The hardest thing to do
is to resurrect an action figure line after it's out. It's impossible,
because boys-much more so than girls-are affected by peer pressure.
If it's deemed to be `over' in a kid's mind or his social circle
at school, it's history," says one boys toy buyer.
Source: Kidscreen.com |