Word: disneying
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...what drives the box office. This year female fans helped make monster hits of High School Musical 3 ($84 million), Mamma Mia! ($144 million) and Sex and the City ($152 million). "[Female-centric films] used to be counterprogramming to something extremely male in the marketplace," says Chuck Viane, Disney's president of distribution. "Now they've become the gorilla in the marketplace." (Read Richard Corliss's review of Twilight...
...Mickey Mouse shorts appeared within a matter of months - including Plane Crazy, a short that predated Steamboat Willie in which Mickey plays a rodent Charles Lindbergh. The mouse was a national fad by the end of the year, and it wasn't long before the real genius of Walt Disney kicked in: marketing. Walt quickly started up a line of Mickey merchandise, and within two years the Mickey Mouse Club, a fan club for children, was up and running...
...Disney Studios was producing about 12 Mickey shorts a year, with Disney himself providing the mouse's high-pitched voice. Mickey became a football hero, a hunter, a tailor, and a symphony conductor. He accidentally sprayed himself with insecticide, rescued Pluto from the dogcatcher, crashed a car into a barn, fell behind on his rent, enlisted in the army, had his house repossessed, and lost Minnie to an innumerable string of muscular bad boys (although he always won her back in the end). The cartoons' vaudevillian overtones made liberal use of slapstick and puns, and Mickey's close association with...
...1950s, Mickey had theme park, a newspaper comic strip, and The Mickey Mouse Club, the hit television variety show that has launched the careers of teen stars from Annette Funicello to Justin Timberlake. But soon Disney feature films like Bambi and Sleeping Beauty began to rake in the accolades - and box office receipts - the mouse faded into the background. Between his last 1953 cartoon short, The Simple Things, and the 1983 Christmas special Mickey's Christmas Carol, the mouse that built the house of Disney would remain out of work for 30 years...
...despite Mickey's semi-retirement, his ears are still one of the most famous cultural icons of the 20th and 21st centuries. He has posed for photographs with every U.S. President since Harry Truman, save one (Lyndon Johnson never visited a Disney theme park). Disney claims that Mickey had a 98% awareness rate among children between ages 3-11 worldwide. Mouse-related merchandise sales have declined from their 1997 high, but they still make up about 40% of the company's consumer products revenue. Mickey returned to the big screen for a cameo in 1988's Who Framed Roger Rabbit...