Word: disneying
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...promptly leaped to the top of the U.S. box office, to the tune of a $42 million weekend take, and was No. 1 in each of the 19 international markets in which it opened.) But it's a rare human who hasn't at least heard of the Disney tween hit, given the passion of its fans and the zeal of Disney's promotion. What began two years ago as a made-for-cable kids' movie about American teens playing basketball and putting on a show has mushroomed into a global phenomenon, with followers from Caracas to Cambodia...
...American love story between East High's basketball star, Troy, and math ace Gabriella has proven a triumph not just for Disney - which has reaped around $680 million in retail sales from the franchise to date - but for cultural globalization. In Latin America, HSM concerts play 50,000-seat stadiums. Swedes and Puerto Ricans, Mexicans and Poles have been among the millions to take in HSM: The Ice Tour, which has three worldwide touring companies. The stage show has played in dozens of cities worldwide, including Beirut, where it premiered during violent clashes. On HSM web forums, fans from Madagascar...
...that's precisely what's helped make HSM a global hit. The archetypes of Gabriella the brainy new girl in town, Troy the jock and Sharpay the diva travel well, as do the poppy songs and the themes of first love, cliques and friendship. Ross toured 25 regional Disney Channels around the globe two years ago, trying to convince them of HSM's potential. He met resistance "everywhere." But when Chinese or Russian marketers would fret that local viewers wouldn't get cheerleaders or basketball, he would drill down to human nature: "Do you have kids who play sport...
...Such success is testimony to Disney's deft globalization policy. The company left the tunes and story intact worldwide but added local flavor by region. Disney's basic marketing formula for the film's release abroad: find a local star to serve as a bridge between the Disney content and the local market. In Poland, fans watch HSM videos that splice together scenes from the original movie dubbed by fresh-faced Polish pop stars. On Israel's Disney Channel, a Gabriella lookalike sings soulfully in Hebrew. In India, the entire sound track has been re-recorded in Hindi, with Indian...
...Cinderella.” Once upon a time, Greece, China, and Japan all told versions of the tale, long before it was published by France’s Charles Perrault in 1697. Many years later, the Brothers Grimm’s Aschenputtel was transformed by Walt Disney, wicked fairy godfather that he was, into the blonde and beautiful cerulean gowned princess that we all know today. Not one to stay behind the times, ballet jumped on the bandwagon in 1893 with a debut of a version by that legendary deity of traditional 19th century ballet, Marius Petipa, choreographed...