One thing we have to remember, though, is that Disney is the one largely responsible for merchandising. A lot of people brought up an argument about Wall-E’s anti-consumerist themes and how that doesn’t match the amount of merchandise the movie generated. The Pixar artists and writers have nothing to do with the movie marketers and merchandise producers. Well, okay, maybe something in the sense that they have to design appealing characters that can ‘sell’ well, but other than that, they don’t really have much of a say in the amount of merchandise produced.
Cars lends itself to merchandising because of its sheer amount of side characters, which evolved into a sort of collector’s hobby like Toy Story. But whereas Toy Story was limited in terms of ‘scaling’, Cars merchandise could go anywhere from 1:50 miniatures to baby scooters, diapers to poster beds.
And because of Lasseter and the production team’s decision to go on a world scale, whether by their own compulsion or if they were ‘influenced’ by the marketing goons, this resulted in an even bigger potential for character-branding and selling.
This is why I’m not particularly impressed with Pixar nowadays, in the sense they are ‘selling out’. There’s hope at the end of the tunnel with Brave, but I’m not really confident about Monsters University, which I predict will have another ‘Character a day’ campaign and countless toys and collectibles for an eager audience.
Look at Rango, which only had a Rango and Priscilla scale model to my knowledge. Or Rio, which only had McDonalds tie-ins and plushies. Kung Fu Panda 2 has zilch merchandising even though they’ve got tons of new characters.
It kinda shames me to see Pixar go down this path, if only for 2011.
This is not a criticism of the movie, which I am not sure of its quality. This is a criticism of the commercialisation and consumerist culture that is encouraged by Disney on behalf of Pixar (the former wants ancillary income, the latter just wants to make a good movie and a box-office profit).