Disney's got a date for 'Prom'

By Sarah Sluis

Yesterday, the blogosphere was circulating with the news that Disney had passed on The Proposal 2, despite the fact that the original movie made over $300 million worldwide while costing just $40 million. The supposed reason? Not enough merchandising.

Today, Disney announced that a project developed under previous production head Oren Aviv has been put back on track. Entitled Prom, the movie would follow around nine teenagers as they prepare for the big event. The ensemble focus makes it seem like a teen version of Valentine's Day, but the studio is hoping the young, high school focus will replicate the success of High School Musical. The financial hook for the movie includes a low, low budget, in the neighborhood of $5-10 million, and a cast of unknowns. As in High School Musical, the studio hopes to launch some new stars. Disney, along with Nickelodeon, is a clearinghouse for young stars that it likes to shepherd into fame. If Disney writes a clause in a contract that calls for a sequel or an option to appear in a subsequent film, it could lock in an actor that becomes a star through his/her appearance in Prom, most likely at a lower rate.

Although a teen romance may not seem like the biggest opportunity for merchandising, Google proved me wrong. The High School Musical franchise has fleece blankets, Barbie knock-offs, life-size photos/standees, logo wristbands, pens, hair products, Christmas stockings, hair ties, calendars, toothbrushes, a "four-piece study kit" (a.k.a. pencil pouch, sharpener, eraser and ruler), umbrellas, board games--a child could have an entire room full of High School Musical merchandise.

The one snag to this film in my mind is a theatrical release. The High School Musical movies were able to build a huge following because they were constantly played on the Disney Channel. Because it was a musical (which this movie will not be), it encouraged repeat viewings as kids interacted with the movie, trying to learn the songs and dances that went along with it. While Disney has incredible access and experience with the teen market, launching a movie without any stars will be challenging--but one that Disney is the most equipped to handle. And with a $5-10 million investment, there's not much to lose.