Yikes....as a fellow Disney fan and also a big movie buff (and one who wants to get into the film industry later in life), I'm somewhat shocked and puzzled at people's reactions here.
Lots of you are defending it, saying $65 million dollars as a total gross is nothing short of a success. Sadly enough folks, when it comes to the film industry....if the film does that amount in 3 days, 5, even a week, then yes, it is a total and complete success; even those films who were frontloaded like New Moon (front-loaded means success in the first weekend/week, but doesn't have staying power), having accertained that amount of money are considered a success.
A film that makes that amount of money in five WEEKS....Yeah. That's not a good sign. When you guys say it has 'legs', that's not what it means. By film gross, having legs means staying power throughout the BO, not so much after it's been released on DVD. Will it have that life after the BO on DVD and such? Yeah, definitely; but I don't think it will be as huge as others will think it will be. With the marketing team that's been pushing this since the announcement came of an African-American princess was there, it really is a bit of a failure. Why a bit? Only because while it manages to say, yes, there is an interest for hand-drawn animation and might secure it's future, the film itself did not stand on its own legs at the BO. Sure, the Merch can be selling good and can even secure a sequel (ie, Cars 2), in the end, it can't be JUST Merch. It doesn't need to match it's budget either, but considering the hype and marketing that was there for PATF that WASN'T there for Bolt or Meet the Robinsons or Chicken Little...it says volumes. Chicken Little was a very short success because of the visuals but the film itself was panned; Robinsons was just not appealing to people and those who saw it thought of it as being a mixed bag; Bolt did have pretty good reviews and word of mouth but was regarded as a children's/family film by the masses.
These are the factors I think made the film have not as huge a gross it might've had:
1) Timing. Looking at it retrospectively, sure, Christmas Carol's upped opening date made sense for the Mouse House to go and collect money over the season as it had staying power for a long while, PLUS, JHM mentioned in an article how they want to do to Christmas Carol the same WB did to Polar Express for a few years, to re-release it each year or so for a few years. Sure, no one would've expected to see there was a giant rise in attendance this holiday season, but put together with that, how Avatar has been doing, how Sherlock Holmes and Alvin (ew) has been doing...and this is the big release that's made the least....it sure spells trouble.
The rest of the factors are much less complicated:
2) Targeted only to girls/families with girls. Young boys who were Disney fans used to go films like this still for the male characters involved. Since PATF doesn't have a particular stand-out male character (ie, John Smith, Beast), it would've turned off boys of any age.
3) The trailers/spots didn't do much to the film's advantage. Sure, diehard Disney geeks like us and animations fans love seeing the return of hand-drawn animation; but none of the trailers nor the spots really made sense in what the story was about. I couldn't help but wonder after each time I saw a commercial how awesome it looked visually, but both in humor that looked kiddy-fied and forced and no preview of the story, it made me go, "Eh, looks nice, but doesn't look amazing." Even the music was sort of ho-hum to me just from the previews and attending the Showboat Jubilee at the MK. Sounded nice...but that's all it was. Nice. No resonating factors, nothing that tugged at your heart strings, nothing even really that fun, just...nice.
4) The voodoo factor. Someone else here mentioned that, and while I would've said before how that was a stupid reason, it actually makes sense. With more and more families and people becoming PC these days, it (unfortunately) makes sense how, if they see that, it would be a turn-off. Even I did a double-take when I saw the villain was a voodoo priest, but mostly because I was asking how did a voodoo priest and New Orleans combine (I know, the whole black magic in the bayou, but still...in a Disney princess tale? Slightly odd combo.).
5) Mix of genres. You had the princess story, the musical, the kids movie, all in one. Many people don't really care about that combo anymore or are very picky with those genres unless they're into them. People just aren't openminded as they used to be.
6) The reviews. The consensus at Rotten Tomatoes says this with a score of 83%, and they're spot-on with people's mind 3/4 of the time:
The warmth of traditional Disney animation makes this occasionally lightweight fairy-tale update a lively and captivating confection for the holidays.
What most critics and people were saying that yes, this is a good start to get back into the animation frame of mind and had a solid and nice story, but it wasn't particulary mind-blowing or anything to run to the theater for and definitely not a Disney classic. Most people were saying that as well.
7) Lastly, as much as I hate to say this, the race card. There were still people who thought she wasn't "African-American enough", while others say it did do justice. With this, you have so many different opinions clashing together. It's unfortunate, but alas tis true.
In the end, in my opinion, I think Disney put WAY too many eggs in one basket that they either didn't know how or was out of their control.