Narnia Fans » The Walt Disney Company

Faced with promoting its movie version of C.S. Lewis’ “The Chronicles of Narnia: The Lion, the Witch & the Wardrobe,” a book that many readers consider a contemporary classic, the Walt Disney Co. decided to tread carefully with a “classy” promotional program that highlights the book’s literary heritage.

The movie, which opens December 9, will be linked to about 80 different brands ranging from Honey Nut Cheerios to Quilted Northern bath tissue to McDonald’s Happy Meals, but Disney and its promotional partners say they have made a concerted effort to do what they can to preserve, or at the very least emphasise, the reputation of the 1950 novel.

“We’re trying to emphasise that this is a great literary classic,” said Brett Dicker, executive vp marketing at Disney’s Buena Vista Pictures. “We worked with our partners and monitored everything very carefully. We wanted everything to reflect the wonderment of the book and the film and to be as magical as possible.”

Dicker said Disney made sure all the partners used talent with British accents for voice-overs in their commercials and the studio provided visuals for the promotions that would maintain a tone respectful of “Narnia’s” literary heritage.

“We weren’t going for the bombastic,” Dicker said. “Even the promotions themselves are not overhyped in the way that sometimes promotions can be. Everything is sort of notched up a degree in the classy area.”

Disney and production partner Walden Media said Lewis’ estate approved all promotional materials.

“We worked really closely with the estate so that the look and the tone and feel of everything we did was consistent with the look and tone and feel of the book,” said Chris DeMoulin, Walden Media’s executive vp marketing.

Unlike “Harry Potter” author J.K. Rowling, who for the most part has barred cross promotions with advertisers for any of the Warner Bros. Pictures films based on her successful book series, the Lewis estate was not opposed to a promotional program but wanted to make sure that it was faithful to his novel.

“They embraced the fact that this was a big commercial film and that there would be a whole host of promotional partners involved, and they were always supportive of that,” DeMoulin said.

[Read the rest at Reuters]

The quest to save the enchanted land of Narnia has begun. Buena Vista Games, Inc., the interactive entertainment arm of The Walt Disney Company, brings gamers and Narnia fans an unforgettable adventure with video games inspired by Walt Disney Pictures and Walden Media’s epic feature film, “The Chronicles of Narnia: The Lion, The Witch and The Wardrobe,” scheduled to release in theaters December 9. The video games are now available at retail outlets worldwide for the PlayStation(R)2 computer entertainment system, Xbox(R) video game and entertainment system from Microsoft, Nintendo GameCube(TM), Nintendo DS(TM), Game Boy(R) Advance system and PC, Buena Vista Games announced today. Players are thrust into a mysterious frozen world where they will play as four heroes — Peter, Edmund, Susan and Lucy Pevensie — to free Narnia from a cold, bleak eternity under the control of the evil White Witch.

“‘The Chronicles of Narnia: The Lion, The Witch and The Wardrobe’ video games beautifully translate the film into an epic interactive experience,” said Andrew Adamson, film director. “They demonstrate the importance of having a film team that is involved in the production of the video games inspired by that film. Players will truly feel as if they have walked through the wardrobe doors and into Narnia, where they can control the destiny of the characters.”

“The Chronicles of Narnia: The Lion, The Witch and The Wardrobe” video games take the classic story from the renowned book from C.S. Lewis to new heights by bringing the cinematic experience to life in a stunning interactive adventure. Playing as each of the four Pevensie heroes, gamers will battle the White Witch’s sinister minions in team-based, action-packed combat. Taking on a variety of creatures, including Minoboars, Cyclopes, Werewolves and Ankleslicers, gamers must utilize each hero’s unique combat skills, weaponry and special moves to defeat hoards of enemies, solve elaborate puzzles and advance towards restoring Narnia.

“‘The Chronicles of Narnia’ is one of The Walt Disney Company’s most highly-anticipated ventures this year,” said Graham Hopper, senior vice president and general manager, Buena Vista Games. “The Narnia video game represents collaboration between film making and game development at its best. The game immerses players into the land of Narnia and lets them experience an extensive adventure beyond the epic film.”

“The Chronicles of Narnia: The Lion, The Witch and The Wardrobe” for PlayStation 2, Xbox, Nintendo GameCube and PC is developed by Traveller’s Tales and is rated “T” for Teen by the Entertainment Software Rating Board (ESRB). The PlayStation 2, Xbox and Nintendo GameCube versions carry a suggested retail price of $49.99. The PC version carries a suggested retail price of $39.99. The Nintendo DS and Game Boy Advance versions are developed by Amaze Entertainment. The Nintendo DS version has an ESRB rating of “E10+” for Everyone 10 and older and carries a suggested retail price of $34.99. The Game Boy Advance version is rated “E” for Everyone by the ESRB and carries a suggested retail price of $29.99.

About “The Chronicles of Narnia: The Lion, The Witch and The Wardrobe” video games

“The Chronicles of Narnia: The Lion, The Witch and The Wardrobe” video games uniquely convey the classic story. The console and PC versions are action/adventure games featuring 15 levels of combat and puzzle solving game play. The game also features seamless integration of film footage with game play and includes extensive use of voice talent from the film. Included are numerous unlockable bonus levels and features that reveal secrets about the making of the game. Also, the console and PC versions include a two-player co-op “drop in/drop out” feature in which a second player can easily join a single-player game already in progress.
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The Nintendo DS version is an action/adventure game with role playing game features. The Nintendo DS game, which includes 60 maps, utilizes the touch screen for game play options, including managing inventory, conversing with allied creatures, casting spells and controlling one of four possible characters in real-time combat. A wireless multiplayer mode allows up to four people to play simultaneously.
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The Game Boy Advance version is an action/adventure game that includes 17 levels of game play inspired by the film. Players earn role playing game-based Nobility power-ups to defeat the minions of the White Witch. The game includes a two-player linked or wireless multiplayer mode (accessories sold separately).
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The Walt Disney Studios has entered into an agreement with Walden Media to co-finance and distribute the long-awaited motion picture “The Chronicles of Narnia: The Lion, the Witch, and the Wardrobe,” the first book published in C.S. Lewis’ famed series, it was announced today (3/1) by Dick Cook, chairman of The Walt Disney Studios, and Cary Granat, chief executive officer of Walden Media. The live-action film will be directed by Andrew Adamson (“Shrek,” “Shrek 2″) and is scheduled to be released Christmas, 2005, by Walt Disney Pictures. The agreement allows for the continuation of the partnership for future films in the series.

“The Chronicles of Narnia: The Lion, The Witch, and the Wardrobe,” the first in an exciting series of films in the making and based on the phenomenal bestselling novels, concerns a war between good and evil, pitting the magnificent lion Aslan against the forces of darkness in the magical world of Narnia. A White Witch has used her dark powers to keep Narnia in winter for 100 years, but it is foretold that four humans will be able to help Aslan break the spell. When the Pevensie siblings — Lucy, Susan, Edmund, and Peter — discover the magic of Narnia by entering the enchanted world through a wardrobe, the stage is set for a classic battle of epic proportions.

Commenting on the announcement, Cook said, “With an exciting and meaningful plot and well-drawn, emotional characters, ‘The Lion, The Witch, and The Wardrobe’ has the potential to be just the start of an extraordinary series of films; the exceptional imagination present in the novels follows in the best Disney tradition. We’re pleased to be partnered once again with Walden Media — I think this is just the kind of movie audiences are looking for, and we’re thrilled to be able to bring it to the screen.”

Cary Granat and Micheal Flaherty, co-founders of Walden Media, added, “Disney has been a great friend and partner, with our company, on ‘Holes,’ ‘Ghosts of the Abyss,’ and this summer’s ‘Around the World in 80 Days.’ The combination of C.S. Lewis’ visionary ‘Chronicles of Narnia’ with the incredible strength and uniqueness of the Walt Disney brand and organization makes this a true dream project for us. This is one of the most imaginative novels ever written, and to bring it to the screen requires a director of equal inventiveness, ingenuity, and spirit. Andrew Adamson is just the guy — he knows better than anyone how to create magic on-screen and tell a story that touches the audience’s hearts. His expertise in visual effects, animation, and live-action will be critical to a fantasy work of this magnitude.”

Adamson added, “‘The Chronicles of Narnia’ were an important part of my childhood just as they are to millions of fans around the world. I hope to bring to the screen a movie that is as real to the audience as Narnia was to me as a child. ‘The Lion, The Witch and The Wardrobe’ tells an epic story of great heart, of a family torn apart by a war in our world, who are united in their struggle to save the magical land of Narnia. It’s been a long time dream of mine to bring these classic stories to a new generation of moviegoers and readers.”

Douglas Gresham, stepson of C.S. Lewis, said, “Fans of the series have been waiting for generations for a film that faithfully adapts the Narnia books for the screen. Disney and Walden are a perfect match for the magical world that C.S. Lewis created, and we’re as excited to see the movie as everyone else is.”

A classic series of seven novels that have sold over 85 million copies worldwide, C.S. Lewis’ “The Chronicles of Narnia” began with the publication of “The Lion, The Witch and The Wardrobe” in 1950. Six more novels (including the prequel, “The Magician’s Nephew,” and the sequels, “The Horse and His Boy,” “Prince Caspian,” “The Voyage of the Dawn Treader,” “The Silver Chair” and “The Last Battle”) would follow in the next six years. The final title in the series, “The Last Battle,” was awarded the highest mark of excellence in children’s literature, the prestigious Carnegie Award.

About Walden Media

Founded by Cary Granat, former president of Miramax Films’ Dimension label, and educator Micheal Flaherty, Walden Media creates films, television shows, books and interactive media that inspire, engage, enlighten and entertain. Walden believes that quality entertainment is inherently educational and can capture the audience’s imagination, rekindle curiosity and demonstrate the rewards of learning.

Walden Media is a subsidiary of The Anschutz Company. The Anschutz Company is a privately owned investment and holding company with investments primarily in the areas of entertainment, media, telecommunications, natural resources, transportation, and real estate.

For further information, please contact Dennis Rice, Senior Vice President, Publicity of The Walt Disney Studios, +1-818-560-5610; or Alison Lehrer, Vice President, Public Relations of Walden Media, +1-310-887-1052.

Disney Consumer Products, or DCP as I will refer to it throughout the presentation, is the division of The Walt Disney Company that capitalizes on the company’s strong brands and franchises in the consumer products arena. DCP fundamentally uses licensing as a business model and as such, is a significant contributor of free cash with low levels of capital employed…

..Our live action slate offers a whole new area of opportunity with Hitchhiker’s Guide to the Galaxy, The Lion, The Witch and the Wardrobe, and future Pirates of the Caribbean adventures. All three properties will enjoy high pre-awareness and will be supported by significant pre-film marketing. Both will drive merchandise sell-in and sell-through.