So, Disney (NYSE: DIS) shareholders are bracing themselves for another big weekend at the box office. Remember when we were bracing ourselves for the release of the Jonas Brothers concert film? Yeah, that failure. I certainly hope Miley Cyrus does a lot better with her project.
But I have my doubts. Hannah Montana: The Movie opened Friday at over 3,100 domestic theaters. I just don't feel the kind of buzz I had hoped to be feeling at this point surrounding the movie. I don't have the sensation that I've been inundated by the feature's brand equity.
Then again, I'm not the target demographic. Perhaps Disney is reaching all tweens as we speak via the platforms that they frequent and I'm just not aware of it. Tough to tell. Nevertheless, I've seen some of the commercials, and they don't seem overwhelmingly exciting.
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