That makes you commercially unimportant in the global scheme that the promoters of that movie designed and implemented well enough to take over the world of entertainment and commerce so decisively that the movie is reported to have grossed more in revenue in one year than some countries do in decades.
IF you don’t know Frozen, you either have no children, no TV, a very low media appetite, or all of the above.
Your irrelevance to the global economic equations of the world’s premier businesspeople aside, you must – at least – have heard of Disney. The Walt Disney Company? Again, if you haven’t, then even your ability to read (especially in the English language) is a miracle you should be proud of.
Disney has been behind the world’s biggest entertainment projects for years and years; besides their amusement parks, we can focus on only their movies to get to the point here:
Their animated movie The Lion King made US$313million in the first few years after its release, while the musical (performed on stage) made US$6.2billion (BILLION!) in three years from ticket sales alone, and was seen by 75million people! Toy Story 3 grossed US$1.063 billion in 2010. Frozen earned $398.4 million in the United States and $674 million internationally to take the title. By March 2014 it had grossed US$1.072 billion in revenue after opening in Japan – and has continued earning since.
Disney knows how to make money out of entertainment. Let’s not even talk in detail about their amusement parks and merchandising, because there is too much information out there.
One Frozen statistic that flummoxed me was to do with a dress of one of the Elsa dolls; this dress that had retailed at US$150 sold out and started going for US$1,000 on eBay…secondhand, in some cases!
Then also, in one day in 2014 in the United States, Frozen sold 3.2 Million DVD and Blu-ray Discs. In one day.
Much more importantly, they make massive amounts from franchises. One US authority reveals that: Mickey Mouse brings in $4 billion in sales a year; the Disney Princesses (Jasmine, Snow White, Cinderella, Ariel, Mulan, etc. – I name them for a reason that will become apparent shortly) $4 billion; the “Cars” and “Winnie the Pooh” each $2 billion a year; and “Toy Story” brings in $1 billion a year.
Still with me?
Enter The Queen of Katwe.
This is one of Disney’s releases of 2016, about Ugandan chess prodigy Phiona Mutesi, who rose from Kampala’s slums to international chess stardom.
The movie will be released in April and will star Lupita Nyong’o and David Oyelowo (that black agent in Spooks) – and also feature Madina Nalwanga playing Phiona Mutesi, Ntare Mwine, and Maurice Kirya.
Disney is going to feature a movie about Uganda (go back up a few paragraphs and read those figures again).
That means they are likely to make good amounts of money doing so while giving us – the entire nation – free publicity to make what we will with it.
Even if we just found a way of squeezing one of our promotional phrases onto the DVD covers, we would benefit greatly.
But let’s go to Katwe, first. Not many of us – you reading this – spend time in Katwe or can identify it apart from the tarmac bit we drive through on the way from Entebbe.
Now that it is going to get Disneyfied, the people at the Kampala Capital City Authority, Uganda Tourism Board and Uganda Investment Authority need to look up quickly and do some work there.
Create some Katwe trails so tourists enthralled by the movie can come visit and walk through Mutesi’s home(s), eat the food she ate, and jump over the dirty bits of road she skipped through as a child.
Speaking of food, does the Rolex appear in the movie? Luwombo? Katogo? Spiced tea with Cassava and gnuts? All Uganda’s restaurants and hotels should introduce a ‘Katwe Option’ onto their menus. This is the time to officialise Ugandan cuisine onto the world market and sell it in a big way so we have Rolex stands in New York, London, and at Disneyland!
That same Disneyland is where a lot of the merchandising rakes in the dollars, but let’s be clever over here and create Queen of Katwe chess boards, gomesis, bags and other merchandising.
Speaking of which, remember those Disney princesses named above? I have detested having to buy them for my daughters and nieces, and seeing the adulation beaming out of their eyes, but I will LOVE doing so for a doll named Mutesi…
Kudos to that young lady for putting Uganda on the map so well by usurping great odds to excel in a field so unexpected.
Phiona Mutesi! The Presidential Awards Committee should take that name and spell it correctly.
So should the media; our biggest celebrities and heroines are in the slums and villages, not in nightclubs and cities.