Content area
Full Text
Much has been written about the synergistic dynamo known as The Walt Disney Co --and the Disney Channel has been a linchpin of those efforts. In fact, since Gary Marsh took full control of Disney Channel Worldwide in '11, he has waged a full frontal assault in a battle to win kids' eyeballs. Lately, the competition has retreated to lick its wounds. Just ask Nickelodeon. What's driving Disney's success? Knowing its audience. And that was on clear display at last week's premiere for the net's newest potential movie franchise "Let It Shine" (premieres June 15), a Cyrano de Bergerac -inspired ode to teen angst following a talented would-be rapper who can't seem to get credit--or the girl. Following the earlier success of "High School Musical," it's no surprise that Disney would love to re-capture similar magic--this time enlisting a mostly African-American cast and replacing sugary pop tunes with, well... sugary hip hop tunes and some gospel, all bouncing against the backdrop of a preacher father who can't accept his sons' love of and incredible talent for rap. Yes, this is a Disney-fied, family-friendly version of the hip-hop world. But when it comes to hitting themes that will resonate with its young viewers--overcoming your fears, pursuing your dreams, finding your soul mate and standing up to adults who try to keep you down--Disney understands how to pull those heartstrings and evoke emotion. At the premiere, the red carpet teamed with young actors and other Disney talent, who were literally mobbed (think a more orderly Beatles arrival) by young fans begging for autographs. Kids took over the lobby as Radio Disney personalities with microphones (and mac-and-cheese hors d'oeuvres) got them even more hyped up before everyone entered the theater. "This movie is really about who we are and what we stand for," said Marsh from the podium. As Disney Channel's ratings climb, it's hoping for another synergistic juggernaut. MG