Disney is getting the word out about its new, 40-city movie publicity campaign, Disney’s A Christmas Carol train tour, sponsored by Hewlett Packard. It begins in downtown Los Angeles (at our wonderfully Art Deco Union Station) on Memorial Day weekend (May 22). The tour, promoting the studio’s upcoming picture, Disney’s A Christmas Carol, based on Charles Dickens’ classic anti-capitalist Christmas story, will end at New York’s Grand Central Station the weekend of October 30. Disney’s computer-generated movie is directed by Robert Zemeckis (Forrest Gump, Back to the Future) and stars Jim Carrey (Dr. Seuss’ Horton Hears a Who!) and Gary Oldman (The Dark Knight).
Disney says the tour will include artifacts on loan from the Charles Dickens Museum of London, artwork, costumes and props from the film, demonstrations of the movie’s performance capture technology (used in Mr. Zemeckis’ previous pictures, Beowulf and The Polar Express) and a chance to morph into one of the film’s characters using Hewlett Packard’s TouchSmart PC. Carolers, decorations and surprises will also be featured. America’s government-run passenger rail monopoly, Amtrak, will provide the four-car train’s locomotives and engineers. Dolby Laboratories will be supplying its Dolby® 3D Digital Cinema technology for an on-site mobile theater showing 3D footage from the film. Each stop on the tour welcomes guests of all ages and is free to the public.
Walt Disney Studios Chairman Dick Cook—who used to work on Disneyland’s Monorail—said in a company statement: “‘From Los Angeles to New York, and all points in between, guests are going to have a fabulous time discovering things about the making of this extraordinary film, participating in their own festive fantasies, and getting into the holiday spirit all year round.” Other stops include Seattle, Denver, Chicago, Kansas City, St. Louis, Memphis, Indianapolis, Miami, Philadelphia, Dallas, San Antonio and Houston.
It’s nice to see Disney doing something original and nostalgic, which, unlike its dreadful Disneyland and theme park campaigns, seems properly themed and integrated. It is a smart move to feature the original novel as a part of the exhibit, which Disney doesn’t do often enough (the studio’s 1996 animated adaptation of Victor Hugo’s The Hunchback of Notre Dame comes to mind). The Christmas Carol campaign seems to embrace the author’s voice.
Doing Dickens has its drawbacks. While A Christmas Carol is well-known and popular, it is also terribly dark and gloomy and I wonder whether that will play across America through November. Will cash-strapped audiences pay to see another heavy-handed attack on capitalism at a time when capitalism is being all but destroyed by government intervention? A lot depends on Jim Carrey, an often vulgar actor who can come across as unhinged, and how the multimillionaire actor plays Scrooge. Is Scrooge depicted as evil because he makes money and because he doesn’t sacrifice himself for others—or as merely missing out on the milk of human kindness? Disney describes A Christmas Carol as a “thrill ride” which captures the essence of the Dickens tale in 3D. It opens in theaters nationwide on November 6.
As for the train tour, I wonder if waiting in line to see a special effects showcase is worth a Saturday. People may walk in thrilled by the anticipation of experiencing the train only to be disappointed by what’s inside, especially if it’s merely another glorified video game or a perceptual assault of 3D toilet humor, in which case people may not be keen to see Disney’s A Christmas Carol by fall. The movie’s emotional pull must come through. Of course, it could be a terrific event for an anti-profit movie that makes piles of money.