NY Times: Disney Emphasizes Family Fare

New York Times Oct 19, 2004-- Finding darker films like The Alamo and Hidalgo flopped, Walt Disney Studios put more emphasis on family friendly films that are a good fit with the Disney brand, according to a New York Times article. First up in this drive is chase yarn National Treasure. Tie-ins with Verizon, Visa, Kodak, Dodge and NASCAR will help reduce the expense of marketing. The launch includes offering a 10-minute preview clip on America Online.

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Note that book author Robert Marich is quoted in this article. The film whose plot revolves around a scavanger-like hunt for an American history icon would gross a blockbuster $173 million domestically.