Disney promotes its content with new convention

The Mouse certainly has a lot riding on this film. Because of the downturn in the DVD market, and the difficulty of making a profit from expensive theatrical projects, Disney needs to prove that it has brand power beyond Pixar titles. In many ways, though, it looks as if Disney doesn't have a lot of confidence in itself. Witness the recent acquisition of Marvel (NYSE: MVL) as evidence of such speculation.

I think promotional conventions like these can help, but they won't solve the problem. What's needed, I believe, is a complete overhaul of how the company approaches the long-term growth of its movie division. Reduced budgets and cheaper marketing campaigns are necessary, as well as a reduced reliance on stars to carry pictures. Edgier concepts should be explored; more low-budget bets should be taken when they appear financially worth the risk.

Of course, who am I kidding? CEO Bob Iger doesn't want to hear this. As much as Disney's management says it is careful with shareholder equity, the company will continue to spend an inordinate amount of cash on celluloid assets. It's a Hollywood tradition. Still, I do wish Disney maximum success with The Princess and the Frog, which will be released to theaters this winter (I own shares of the business, as you perhaps imagined).

Shares of Disney closed higher yesterday by 5%, actually gaining $1.41 per share, to settle out at a price of $28.36. No, Wall Street wasn't excited by the D23 thing. According to an Associated Press article posted at Forbes.com, an analyst upgraded the media sector. Disney is looking like an interesting trade at this point. It just might go to $30. I'd keep the Mouse on a watch list.

Disclosure: I own Disney; positions can change without notice.