Word: eisner
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...directors and animators, though, create for years. That takes teamwork, discipline and sustained passion. "The creative process is usually thought to be an individual inspiration," says Michael Eisner, who runs the Disney empire. "And that's true if you're sitting on Walden Pond writing an essay or a poem or short story. But this is a different kind of creative form, even more so than a regular movie. I can't point to any one person and say, 'If it were not for him, we wouldn't have this movie.' But I can point to a series of people...
...Eisner might have cited Katzenberg as the one man -- the modern Walt, who does not create the story or draw the pictures but whose imprint is indelible in a million questions and suggestions, in his noodging and kibitzing, in refusing to be quickly pleased. Yet Katzenberg denies authorial status. "This is not me having a humility attack," he says. "It's just that the characterization isn't true. If you want, you can call me the coach. When Pat Riley coaches a basketball team, they do pretty good. Yet the absolute reality is that Riley did not put one ball...
...stuff has been surefire ever since parents realized they could fend off a child's tears by handing over the artifact of a cartoon rodent. "Walt Disney started it all," notes Michael Eisner, chairman and CEO of the Walt Disney Co. "He was the first man to create consumer products out of filmed entertainment." And so for decades Mickey Mouse and other Disney icons shuttled between love and neglect: they were purchased by doting parents, then cradled in children's arms, then placed on bedroom toy shelves, then exiled to attics, then discarded in sidewalk rummage sales, then discovered...
...first thought about retail stores, the notion was anything but a sure thing. To make it work required a happy confluence of factors: a resurgence of appealing films like The Little Mermaid and Beauty and the Beast from Disney's cartoon unit, the company's revived marketing savvy under Eisner and the rise of the mall culture. "It's become instinctual for us," says Eisner, "that we do something either really, really big or really, really small. With these stores, we wanted to bring the Disney feeling into a mall environment but not try to dominate the mall...
Sixty years after Disney introduced the Mickey Mouse watch, Eisner & Co. has perfected Walt's theory: everything sells everything else. Disney movies bring customers into the stores, where they are exposed to a promotional blitz of products and wall videos that aim to recycle folks back to the parks and theaters. "This summer," says Eisner, "the stores will be geared to our new animated feature, The Lion King. You can also buy tickets for the park there. You can learn about the Disney Channel. It's all woven together." The Greeks had a word for it: $ynergy...