OK guys I’ve read a couple of your post and I think it’s about time someone with a First Class Honours in Advertising and a bit of experience gives you a perspective.
Motu will never be able to re-capture the same level of success and prolongation it held in the 80s as its current marketing position is far too fragmented. Motu does have one differential advantage and that is its cult status and the loyalty of its adult market.
The current marketing arrangements for most successful mainstream toy runs aimed at the under 15 market survive on the burst technique where the toys have a fairly limited production run, but then the factory closes down and they move on to the next big thing or product. This keeps things manageable because you can create a big media fuss with a feature film release and tie into partnerships with food chains like McDonalds to maintain enthusiasm. Then you hope your toys sell at a profit and release a video-game or two. Eventually all the fuss dies down and the toys end up in the bargain bin.
Disney has successfully cornerstoned this type of marketing for years (think about Aladdin, Pocahontas, Hercules etc). Even the Transformer film followed this method of marketing and I’m afraid the new motu film (especially considering the chosen director) will follow suit. If it is a success it will still only be a very brief thing until the next kiddie film hits the shelves.
If motu really wants to take a unique proposition then it needs to work on its existing marketing potential. Matty has taken a great step by making the Classics line for adults and branding it as such. I believe that motu would have even more success if it released an adult fighting game like Soul Caliber for the adult market and directed its remaining efforts towards its safe adult demographic rather then the highly volatile kiddies demographic.
Don’t hold your breath guys if this new film is in any way marketed towards children it will be gone before you know it. It won’t really matter if it flops or not because a motu kiddies film is really 20 years too late to capitalize on its true market potential. Now if they ditch this director and get someone who’s prepared to take it on a more mature approach we could have something worth seeing and taking home on DVD.
I've studied advertising for too long to get this one wrong and its follows a very simple analogy: A bird in the hand is worth two in the bush.
Why market towards kids who wont even care about the product in 6 months when you have an adult fan base who have loved the product for over two decades?