MARKETING "POCAHONTAS" ON TOUR To drum up word on its big summer title, Disney took a show on the road To accompany the release of "Pocahontas," Walt Disney Imagineering and Buena Vista Pictures created an interactive experience designed to give tire public an exclusive preview of the film and provide a behind-the-scenes look at animation. The Pocahontas Animation Discovery Adventure, a free exhibit on a nationwide tour of shopping malls since winter, represents a new approach by tlie studio to create advance excitement for a film. "There are a lot of major films coming out fiiis summer, so we want to get our name out there and give people an idea about how this feature will look," says Walt Disney Imagineering's Michael McGiveney, the Pocahontas Adventure's concept designer anti show producer "At the same time, we're also offering a unique educational and entertainment experience. There is so much interest in the art of animation. We thought it would be a wonderfiil idea to develop a hands-on experience not only to explain the process of making a Disney animated feature but also to provide a lesson in early American history." Last June, Disney began developing the exliibit, which took three months to construct and is tlie first such project coordinated with a feature film release. The biggest challenge to designers was to create - a movable, scenic-intensive exhibit that would live up to Disney's high standards. They created a number of theme environments, including tliree-dimensional pieces that replicate locales in the film and give infonnation about the storyline. There's a 26-foot replica of Captain John Smith's ship and an enchanted forest maze to explore, hiside a re-creation of the Powhatan Lodge, a Disney artist demonstrates animation techniques and explains the process by which hundreds of craftspeople work together to create the magic and UK^norable characters of a Disney feature. Also included is an animation kiosk, where the public learns firsthand about the creative process. Visitors can dub their own voices into a scene from "Pocahontas," elec- By Michael Haile tronically paint a eel using a touch-screen computer or experience an area called file Electronic Flip Book, where they can observe an animation sequence through stop action to get a feel for the great number of individual drawings it takes to make a character come to life. The kiosk's final attraction allows the public to create their own "Pocahontas" scenes by choosing different characters and backgrounds. Wlien the elements are put together correctly, a short (seven- to 10- minute) sequence from the film plays. Nearby, t^vo major video walls show clips More than 100,000 people per weekend have visited the "Pocahontas" exhibit. from the film, including a scene spotlighting "Colors of the Wind," die Alan Menkenpenned love theme from "Pocahontas." "We purposely decided not to do anytiiing with walk-around characters, because this is about animation," McGiveney says. "We're giving you a look at the film and we're explaining the animation process. The experience has to be interactive— it must be something you can do or you can be in, as opposed to just a passive experience of standing by and ^vatching something. For smaller children, walking through the Enchanted Cilade gi\'c,s th('m a sense of really being in the animation. They get a sense of what tliat forest really looks like and who the characters are. They an; put into the environment ofthe animation. The Pocahontas Animation Discovery Adventure, manned by a touring crew of nearly 20 (including a tour manager, technical director, technicians, feature animation artists and production assistants), wOl have stopped in 24 cities by June 8. The elaborate exhibit represents an expensive undertaking, but Disney is confident the extra interest it generates will lead to a quick boxoffice payback after "Pocahontas" opens nationally June 23. Judging by attendance figures (more than 100,000 people have \'isited each weekend), the exliibit is creating great grassroots anticipation. "What's fim is tliat die public is responding so positiveh'," McGiveney says. "I hear many say, 'What a neat idea.' The shopping mall environment provides a wonderful opporttmity to get a message out there to the people direcdy. It just ^^3^ seemed to be an opportiinitv' that was waiting for tlie right situation. "When you come into tlie mall, you have the sense of an audientic Disney experience. We transform it into a mini-tlieme park. My biggest reward is to watch the kids' feces. They really enjoy it and love learning about tlie art of animation. Many have even asked about how to go about becoming an animation artist." The exhibit could d^avel to Walt Disney World in Orlando, Fla., before heading to Europe in August to promote die opening of "Pocahontas" tliere later this year Witii the success of the Pocahontas Animation Discovery Adventure, Disney is planning odier luiique experiences to help market and promote fiituiv films. Says McGiveney, "We're looking into ways to do this for other films, perhaps in other venues. It's important to consid(;r what tj'pes of experiences we can ofter. "Marketing and promotion are \'en' important, but diey are no substitute tor a good story, whic.h should always he the goal. 'Pocahontas' is definitely an ex((;llt;nt stoiA' and the characters are woll-detined. That's really die key to die success. As to die futiux; options on how you promote that, tln^rc are many interesting possibilities. But wc'W have to wait and see." MM 28 <strong>Boxoffice</strong>
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