Pixar tries to convince college students they're not too old for 'Toy Story 3'

By Sarah Sluis

To build buzz for Toy Story 3, Pixar is turning to college students. While twenty-somethings aren't usually big consumers of animated films, the latest Woody-Buzz Lightyear movie has a few things going for it. First, nostalgia: many of these kids grew up with the first two movies and may have some interest in the third.

Second, the story: the plot follows Andy's toys, which have been donated after he goes away to college. What college kid can't relate to coming home and finding that their bedroom has been changed by their parents? Third, crossover family movies: Alice in Wonderland wouldn't have racked up over $300 million at the box office without the help of non-family viewers, and last summer's Up also played widely across demographics.

Like the college-based rollout for Paramount's Paranormal Activity or the free advance screenings popularized by studios like Fox Searchlight, twenty college towns will have abbreviated, cliffhanger screenings of Toy Story 3 that are being promoted virally. The tear-off flyer image on the left, for example, takes you to a website informing you of the screening. Because it's not unusual for studios to preview full-length feature films in advance of their release, there has been some backlash, like this post on FilmJunk that called the promotion a rip-off. In case people didn't spot the flyer, there's also a link to the screenings on Facebook, in a tab next to the Pixar fan page.

Will it work? My guess is--somewhat. Pixar films are fantastic and well-worth a night out, but for some, they lack the cachet of saying that you just saw gross-out movie The Hangover or another more edgy option. But at the same time, the success of Oscar-winning films like Wall-E and Up has paved the way for older, childless people to go back to animated movies without feeling like they are watching something intended for children. They're so critically acclaimed, they're worth seeing in their own right. By offering advance, abbreviated screenings, Pixar will be showing audiences what so many people have already discovered--these films appeal to all ages. Once you see a Pixar film, you understand what everyone's been talking about, so these screenings should help connect college students to an animated genre that's transformed since their own childhood.