Guest Column: A Brazilian Disney Fan
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After being a Disney enthusiast and collector for ten years, I had a sparkle after my 97 trip to Walt Disney World and did visit (finally) the Disney Animation Tour - I saw the artists working on "Mulan". My idea was to start a research to study the Walt Disney Company - history, theme parks and animation. I sent letters to Walt Disney Co., Pixar, Disneyland, Walt Disney World, Tokyo Disneyland and Euro Disney SCA (owner of Disneyland Paris) and got all kind of brochures, press releases and info on upcoming projects. In December 1998, I did attend a three-day program at USP (University of São Paulo) about the Florida’s Disney Resort and the Walt’s life. I think the most special thing my group got from this program at USP was Walt’s line: "If we can dream it, we can do it!".
Lets talk about how is to be a Disney fan in a country like Brazil. Well, I think the best exposure Disney has here is on television. Since the eighties, dozens and dozens of Disney TV specials got aired on prime time (from "Snow White's Golden Anniversary" to "Easter and Christmas Parades"). For a Disney enthusiast this is fantastic and I still think much of my interest came from seeing these specials.
For years, our TV networks presented many specials about the theme parks, and this did help to promote the idea of "vacation at Walt Disney World". Brazil would be in the Top 3 countries that send tourists to Florida. When the Walt Disney Company officially opened their offices in São Paulo, Walt Disney World was their flagship. For the first time, Disney created commercials in 1996 for TV to promote Walt Disney World’s 25th Birthday. Another campaign was in 1999 for Millennium Celebration where Brazilian TV stars were invited for the opening ceremony at Epcot. Disney was looking for great ideas to support Brazil (aka. bring more tourists!), so for a long time they indeed planned a new pavillion for Epcot’s World Showcase. Actually there were two ideas: a pavillion exclusively for Brazil or a combo pavillion including Brazil, Argentina and countries from South America. But sponsorship problems forced a scaled back plan. For the Millennium Village pavillion, Brazil got a sponsor and built the largest exibit "Experience Brazil" and Disney was happy to hear from guests that it was one of best places to visit. Here in Brazil, Disney promoted the Millennium Celebration in a big way. Did you know that a version of "Reflections of Earth" fireworks show was presented in Rio de Janeiro? - Rio was the only place outside Epcot to get this special fireworks show in 1999.
And between 1997 in 1999 there was talking (widely reported in magazines and newspapers) of Rio de Janeiro inviting Disney to build a Disneyland there. But then, due to our roller coaster economy all the plans were doomed. Actually there are still rumors of a future Disney park here (this time in São Paulo), but Disney had to change this vision.
Our weak economy forced tourists to stay in Brazil or choose Europe for vacation. Well, for a Disney fan this could be bad news but actually good things hapenned. I learned to understand "how to sell Disney" in a critical time like this. The point, of course, was emphasis on the Disney movies and television. Disney signed a ten year agreement with SBT (a TV network - 2nd in ratings) to broadcast movies, sitcoms and cartoons - for five years the "Disney Club" TV show which presented nearly all post 80’s animated series. It was a success in prime time.
(c) Disney
Our Disney Internet portal (www.disney.com.br) got a new look and raised in quality. And after decades of "Disney On Ice" shows, São Paulo had in 2002 the most antecipated debut of "Beauty and the Beast - The Broadway Musical" with a cast said to be the best outside Broadway. "Beauty and the Beast" is also the most expensive musical ever produced in Brazil (US$2,9 million). Robert Jess Roth, who directed both the Broadway and São Paulo productions of "Beauty and the Beast," said he was impressed with the talent he found here. The large crew includes a 20-piece orchestra and the cast include actor Saulo Vasconcelos (as Beast) and Kiara Sasso (as Belle).