Jim Hill
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Okay. Let's say that you're the head of marketing for Walt Disney Pictures. And you've got a brand new animated film opening in theaters in mid-June. So what would be the best way to promote this project?

What's that? You say that you'd just re-use the same old plans that Disney had used to promote all of the company's other feature length cartoons? AAUUNNK! Wrong answer. Thanks for playing, though.

Nope, the same old ad campaign just isn't going to cut it with "Atlantis: The Lost Empire," kids. Why for? Because "Atlantis" isn't your typical Disney animated feature. This time around, there'll be no Broadway-style production numbers or goopy love ballads that are destined for Top-40 air play. There'll also be no cute animal sidekicks that were shoehorned into the film to provide comic relief.

This time around, Disney's piling on the action, people. In fact, "Atlantis: The Lost Empire" could arguably be considered the Mouse's very first feature length animated action adventure. (Of course, animation historians might argue that the studio's November 1990 release -- "The Rescuers Down Under" -- actually deserves that title, given the number of genuinely thrilling sequences that can be found in this sequel to Disney's 1977 mega-hit, "The Rescuers." However, given "Down Under" 's dismal performance at the box office during its initial domestic release, this is a film title that Disney Studios tends to sweep under the rug these days. So it's doubtful that movie-goers will ever again get the chance to see this fine flick -- think of this as Disney's version of "Raiders of the Lost Ark," only replace Harrison Ford & Karen Allen with cute little mice -- on the big screen ever again. *Sigh* Oh, well ... )

Now the big question right now is: Will "Atlantis" make a big splash in this summer's box office pool? Or will this new Disney feature length animated film make the cinematic equivalent of a belly flop?

 
Titan A.E.
(c) 20th Century Fox

After all, the animation industry isn't exactly known for its high grossing action adventure films. Remember last year's "Titan A.E."? 20th Century Fox spent over $90 million to make and promote that feature length space based cartoon. So what did Fox get back for its investment? A paltry $22 million.

Or what about Warner's Summer 1999 animated release? That studio poured $55 million in the production of this Brad Bird film. The end result? "The Iron Giant" got rave reviews from the critics but evidently still left audiences cold. This truly great little movie made slightly more than "Titan A.E." did during its initial domestic release -- $23 million vs. $22 million -- but that didn't even come close to covering "Iron Giant" 's production costs.

Given the poor performance of these two particular projects, both Warner Brothers & 20th Century Fox have decided to scale back their ambitious plans for future animated releases. Sure, Warner's has "Osmosis Jones" coming out later this summer. But -- after that? ... Well, there's an awful lot of talk about the studio possibly doing another animated feature somewhere down the line but there's nothing definite looming on Warner's horizon.

 
Iron Giant
(c) Warner Brothers