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That’s Ratatouille, he is a rat, he cooks, he wants to be a chef. But what really matters is what Disney wants from Ratatouille? The answer is your money. So they are doing a different kind of marketing. Forget about kids' toys, they are going after you. Julia Boorstin is 'On The Money' live in Los Angeles. Julia?
Melissa, Disney is opening its big Pixar film of the year Ratatouille on 3,500 screens tomorrow. The story of a rat cooking in a fancy French restaurant actually makes more sense than you'd think.
Ratatouille’s original story sticks out in a summer crowded with sequels.
I can’t cook, can I? But you, you can.
And pixar's animation continues to amaze.
It’s incredibly high quality, great storytelling. It's made for kids and for families. The hope is it's part of family entertainment which is the whole market of Disney's brands.
Disney’s and Pixar's brands from Pirates to Toy Story are known for huge consumer product potential. But Ratatouille’s Remy, the rat chef, may be at a disadvantage in that department. There is tough competition this summer from a crowd of other kid-friendly movies, Transformers, Harry Potter, Shrek and others. And rat dolls may not have the appeal of Pixar’s Toy Story fair.
Some of our consumer product people are nervous that it’s easy to sell cars to American kids, maybe harder to, for, you know to imagine children at