Disney Bursts Into Song, Profits
Brett Pulley, 06.05.06, 6:00 AM ET
New York - Hollywood executives are supposed to be good with words. But hand them an unexpected, runaway hit, and they start spewing clichés just like the average ticket buyer: "It's like catching lightening in a bottle," they like to say.
They're saying it a lot these days about High School Musical. The Walt Disney Co. (nyse: DIS - news - people ) spent just over $4 million to produce the syrupy, break-into-song comedy that premiered in January on The Disney Channel cable outlet. Kids, especially so-called " 'tweens" from ages 9 to 14, instantly went crazy over the movie, which tells a story of high-school students trying to do what they really believe in, despite the pressure from peers to do otherwise.
Now the movie is generating revenue for Disney across multiple platforms, from DVD and CD soundtrack sales, to book sales, downloads at Apple Computer's (nasdaq: AAPL - news - people ) iTunes stores and international-television distribution. A sequel is already in preproduction and a stage adaptation is in the works.
See the ways High School Musical is being marketed.
A modest made-for-television movie, High School Musical is now on its way to becoming a billion dollar franchise for Disney. "I am pleasantly surprised," says Rich Ross, president of The Disney Channel, which has made 60 original movies over the last decade. "We always felt that original movies could do a lot of the heavy lifting for our brand."
But even The Disney Channel, which has successfully captured the 'tween audience with shows such as That's So Raven and The Suite Life of Zack and Cody, as well as with recent original movies such as The Cheetah Girls, could never have predicted the results for this musical. More than 36 million unduplicated viewers have tuned in for the movie, which has aired 12 times in the U.S. This includes sing-along versions, as well as versions that teach viewers the dance steps from the movie. The movie's soundtrack spent two weeks at the number one on Billboard's Top 200, and an apparel line, stationary and posters are now on sale in Limited Brands' (nyse: LTD - news - people ) Limited Two stores. "Every licensee in America has called to see how they can tap into this," Ross gushes.
Even beyond its core young audience, Disney has managed to strike a cord with this uplifting, aspirational movie, which features a high school basketball star who also wants to perform in the school's musical production. Adults have tuned in, as about 11.5 million viewers have been between the ages of 18 and 49.
One song from the movie, "Get Your Head in the Game," has become a bar mitzvahs and sweet-sixteen party staple. It was also used in NBA basketball arenas and by CBS (nyse: CBS - news - people ) during its NCAA March Madness telecast. Even the Village Voice newspaper, the longtime organ of the counterculture, has taken notice, dubbing the bubble-gum movie "The Cult Success of the Year."
Could a High School Musical theme park attraction be next? Company officials are not ruling it out. "We're looking at every creative option,'' confirms Ross.
Brett Pulley, 06.05.06, 6:00 AM ET
New York - Hollywood executives are supposed to be good with words. But hand them an unexpected, runaway hit, and they start spewing clichés just like the average ticket buyer: "It's like catching lightening in a bottle," they like to say.
They're saying it a lot these days about High School Musical. The Walt Disney Co. (nyse: DIS - news - people ) spent just over $4 million to produce the syrupy, break-into-song comedy that premiered in January on The Disney Channel cable outlet. Kids, especially so-called " 'tweens" from ages 9 to 14, instantly went crazy over the movie, which tells a story of high-school students trying to do what they really believe in, despite the pressure from peers to do otherwise.
Now the movie is generating revenue for Disney across multiple platforms, from DVD and CD soundtrack sales, to book sales, downloads at Apple Computer's (nasdaq: AAPL - news - people ) iTunes stores and international-television distribution. A sequel is already in preproduction and a stage adaptation is in the works.
See the ways High School Musical is being marketed.
A modest made-for-television movie, High School Musical is now on its way to becoming a billion dollar franchise for Disney. "I am pleasantly surprised," says Rich Ross, president of The Disney Channel, which has made 60 original movies over the last decade. "We always felt that original movies could do a lot of the heavy lifting for our brand."
But even The Disney Channel, which has successfully captured the 'tween audience with shows such as That's So Raven and The Suite Life of Zack and Cody, as well as with recent original movies such as The Cheetah Girls, could never have predicted the results for this musical. More than 36 million unduplicated viewers have tuned in for the movie, which has aired 12 times in the U.S. This includes sing-along versions, as well as versions that teach viewers the dance steps from the movie. The movie's soundtrack spent two weeks at the number one on Billboard's Top 200, and an apparel line, stationary and posters are now on sale in Limited Brands' (nyse: LTD - news - people ) Limited Two stores. "Every licensee in America has called to see how they can tap into this," Ross gushes.
Even beyond its core young audience, Disney has managed to strike a cord with this uplifting, aspirational movie, which features a high school basketball star who also wants to perform in the school's musical production. Adults have tuned in, as about 11.5 million viewers have been between the ages of 18 and 49.
One song from the movie, "Get Your Head in the Game," has become a bar mitzvahs and sweet-sixteen party staple. It was also used in NBA basketball arenas and by CBS (nyse: CBS - news - people ) during its NCAA March Madness telecast. Even the Village Voice newspaper, the longtime organ of the counterculture, has taken notice, dubbing the bubble-gum movie "The Cult Success of the Year."
Could a High School Musical theme park attraction be next? Company officials are not ruling it out. "We're looking at every creative option,'' confirms Ross.
