DreamWorks Animation Has High Hopes for 'Dragon'

I've got to say, after reading the release, I'm not sure I agree that this is such a unique, groundbreaking marketing model. The deal is being described as possibly being "the way of the future." MarketWatch states that the partnership might "rewrite the playbook" for programs of its kind. I guess the amount of time spent on the scheme, as well as the scope, is what's supposed to be so impressive.

I'm not really that impressed. But I'll give credit where credit is due: DreamWorks Animation clearly wants to maximize the returns on Dragon. The company could have simply sent the movie out with the usual paradigm for generating excitement. Instead, management is attempting to alchemize into existence the perception that this Walmart protocol is more compelling than it actually is; I allocate kudos for the effort (and please note: no sarcasm is implied, seriously).

Sure, the sequel to Shrek is coming up, but why not try to make sure that Dragon is a significant box-office proposition, too? Seems the sensible thing to do. Shareholders of the studio will certainly be hoping that Walmart executes the initiative to the best of its corporate ability, but at the end of the day, they'll just have to pray that their luck is in when it comes to Dragon's long-term run. Hollywood is a hit-or-miss affair, and while I do believe in the power of promotion, I acknowledge the ultimate risk attached to celluloid assets: while it's possible to deliver a great opening weekend, word-of-mouth is something that is more difficult to control.

Disclosure: I don't own any company mentioned; positions can change without notice.