The four installments of “Pirates of the Caribbean” rolled up $1.6 billion at consumer-spend in global sales of licensed merchandise, says Disney Consumer Products. The fourth edition “Pirates of the Caribbean: On Stranger Tides” sets sail on its theatrical voyage theaters May 20.
Based on standard licensing rates and Disney’s track record, book “Marketing To Moviegoers” estimates that the $1.6 billion translates to $160-200 million directly in Disney’s pocket from toys, clothing and other merchandise.
At an unveiling at a toy convention earlier this week, Disney presented a life-size, 6-foot stature of lead character Captain Jack Sparrow made of Lego bricks to wow the press. However, the character’s actor, Johnny Depp, is not lending his real-life persona to hawking merchandise, though others with the film are.
“Disney Consumer Products and [toy company licensee] JAKKS Pacific also presented actor Ian McShane, who portrays new pirate character Blackbeard, with a one-of-a-kind 12-inch action figure inspired by the toy line,” says a Disney Consumer Products press release. “The film’s Academy Award-winning production designer John Myhre was also on hand as guests were treated to the reveal of a life-sized figure of Captain Jack Sparrow standing a full 6 feet tall and made of 150,000 LEGO bricks.
The “Marketing to Moviegoers” book notes that retailers like sequels because sales are more predictable than with a new movie, which can prove a hit or miss. Disney gets a second benefit because the movie and merchandise promote its pirate theme park ride. Disney also takes over the pirate genre in terms of toys.
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