Disney currently appears to be throwing up a last-minute Hail Mary to entice audiences this weekend to attend ‘Cars 2’ in 3D. After watching the percentages of folks attending 3D screenings diminish in favor of 2D over the last two months (especially with Disney’s own ‘Pirates of the Caribbean: On Stranger Tides’), it’s no wonder why the studio would push ‘Cars 2’ in 3D especially hard.
Beginning September 16th, Disney will re-release ‘The Lion King’ on 3D screens for a short two-week run prior to the October 4th street date of the remastered ‘Lion King’ on Blu-ray and Blu-ray 3D. Audiences who choose to see ‘Cars 2’ in 3D will be rewarded by being among the first to see footage from ‘The Lion King’ in 3D. The first four minutes of ‘Lion King’ will be shown before every 3D showing throughout this weekend.
While the first ‘Cars’ movie opened to $60.1 million back in 2006, ‘Cars 2’ is only expected to bring in between $50 to $55 million. Taking into account the low box office prediction and the fact that the film currently ranks under 40% on Rotten Tomatoes, it shouldn’t come as a surprise that Disney would put extra advertising and incentives into the 3D release of ‘Cars 2’.
After hearing this news about the ‘Lion King’ footage, I’m beginning to suspect that Disney knew all along that ‘Cars 2’ is not the type of high quality movie we expect from Pixar. Hence the extra fanfare.
Within the last few weeks, it was announced that ‘Cars 2’ would feature the teaser trailer for Pixar’s next original film, ‘Brave’ – as if we go to the theaters to see trailers that can be watched for free online. Months ago, Disney began releasing images from the new Pixar short that plays before ‘Cars 2’, the ‘Toy Story’ mini-movie ‘Hawaiian Vacation’ featuring all of the good guys from ‘Toy Story 3’. Since when did Pixar begin promoting its shorts?
While Disney should be promoting ‘Cars 2’, instead it’s promoting everything that you get to see on the big screen before ‘Cars 2’ actually begins. Even if you disagree with my negative review, it seems like even Disney knows that it is putting out a terrible film that needs all the promotional help it can get.