O Fim da Disney

The year is 1937 and Snow White and the Seven Dwarfs arrive in theaters, and the world, which you can call the United States, was not prepared for it. At this time, animations were mere humorous shorts shown before, between films and at the end of sections in cinemas, the idea of ​​producing a feature-length animated film was complete insanity, and Walt Disney supported this idea. His small, up-and-coming studio set aside producing shorts and directed almost all of its meager resources toward producing the film that would change the world. Five years of development creating and perfecting animation techniques

that revolutionized the market, 750 artists giving their blood to this work, drawing more than 2 million sketches, and an initial budget estimated at 250 thousand dollars that ended up reaching more than 1.5 million... This wasn't a risky project, it was literally risky. The success or failure of this film would define the future of Walt Disney, and consequently, the future of cinema. Its release on December 21, 1937 brought together all the biggest names in cinema at the time, and this premiere exceeded all expectations. In the initial weeks of release, the film earned 8 million dollars, at

the end of its theatrical run, 66 million were in Disney's account, and to crown its success, in 1938 the film received an honorary Oscar and 7 miniatures, the biggest The titan of entertainment history had been born, and absolutely nothing would stop this hungry monster. Nothing except the production of an endless string of bad films that failed at the North American box office. With Walt Disney's death in 66, the studio lost its way, The Jungle Book, which was the last animation that Disney worked on, became the company's highest grossing film for the next 22 years. The

commercial failure of Sleeping Beauty made the company change its focus, now the priority was to produce live actions, trying to surf the hype of the moment, from adventures, comedies to science fiction, meanwhile the animation division was scrapped. In 1958, of the 500 artists who worked there, only 120 remained and this pattern continued for the next two decades, accumulating more and more box office failures, both in the animation division, but mainly in the live actions division, even the Disney parks began to present attendance drop, and this was simply desperate, after all, in the 80s, parks represented

almost 70% of the corporation's revenue. Bad films or films that do not please the public do not serve as advertising, after twenty years of spouting sewage in the public's faces, Disney finally realized that something was going wrong and envisaged bankruptcy itself, even a hostile takeover was attempted in 1984 (Saul Steinberg ), something needed to be done to prevent the almost inevitable implosion. And the way out of this hole was simply unbelievable, Disney discovered that the secret to success is… producing good films. The year is 1984 and the house is under new management, Michael Eisner leaves

the presidency of Paramount to take over as CEO of a Disney in ruins, and with him he brings Jeffrey Katzenberg to take care of the studios, the mission of these two was very simple, take the gutter company... and that's exactly what they did. Eisner saw the wasted potential of the parks and authorized the construction of new attractions and luxury hotels to squeeze every penny out of visitors. Under his supervision, several unambitious and low-cost films and series were produced, which became considerable successes. Money was coming in again while costs were being reduced, and in the new

CEO's view, animations could be left aside, it didn't make financial sense to spend 10 million dollars on just one animation, with this amount being two or three live actions of low budget could be produced. This market vision clashed with the company's more traditional employees, who did not have good arguments to defend their work. The last animations produced by Disney were box office failures, especially “O Caldeirão Mágico” from 85, which cost around of 44 million dollars, and earned 22. The animators were expelled from the Burbank company's main studio, being placed in a warehouse in another neighborhood

(Glendale). They needed to provide an urgent financial response, or Disney would stop producing animations permanently, because the competition (An American Tale) was already taking over this market niche that the company dominated for half a century. In 1984, the Walt Disney Pictures Television Animation Group was founded, a studio dedicated to producing animations for TV, something that inexplicably Disney had not worked on for over 30 years. This project would serve as a new opportunity to revive the company's animation division, giving a new lease of life to this rotten titan, and very different from the competition that treated

TV animations as low-budget products, and from Michael Eisner's own vision of cutting costs . Wherever possible, Disney dropped a note on each of these initial projects. And this risky investment didn't take long to yield good results, in 87 DuckTales was launched, and this cartoon became one of the biggest successes in the history of American TV and caused Disney to approve the production of dozens of other projects with a similar level. Of Quality. But where the change in corporate mentality from producing garbage to... making products that please the public had the most results, it was in

films, the live action division that accumulated resounding failures, in 89 had its greatest success in decades. With a budget of 18 million dollars, “Honey, I Shrunk the Kids" became an absurd critical and box office success, accumulating a total of 222 million dollars around the world, but don't worry, things are going to get even better. Oh, Brazilian, did you work overtime, save money on lunch, wake up at five in the morning to work a 6x1 shift in the hope of saving a few bucks to make your tacky childhood dream of visiting Disney come true? Oh what

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personalized and confidential consultancy. Friend, pay attention to this advice, escape while there is time. The release of The Little Mermaid in November 1989 marked Disney's renaissance, one of the greatest streaks of success in cinema history had just begun. This was a project that had been around the company since the 1930s but never got off the ground, until in 1986 Ron Clements, who was one of the directors of “The Misfortunes of a Mouse Detective”, stumbled upon Hans' collection of short stories. Andersen, and there was the story of the little mermaid. He takes the idea of ​​producing

a film based on this book to Michael Eisner, but receives a negative response, as the studio was in pre-production on the Splash sequel. Exactly one day later Jeffrey Katzenberg approved the idea, and production on The Little Mermaid began. This was a completely different film from the animations produced by Disney in the past, this was a film structured like a musical, although all the animations previously released by the studio did have their own songs, they did not interfere with the story, directors John Musker and Ron Clements supported the idea that the development of the characters and

the plot would be carried out through the music composed by Howard Ashman and Alan Menken. Jeffrey Katzenberg and the other Disney executives didn't consider this a very good idea, in a test screening of The Little Mermaid the children got bored with the songs, the possibility of cutting them all was even considered... Fortunately, this idea did not go ahead. But it wasn't just technical evolutions that forged the project, Ariel was completely different from the previous princesses, while Snow White or Aurora were deceived by the evil witch, and rescued by the prince in the end, without actually

having a major impact on this narrative . In addition to… sleeping, Ariel rebels against everything she knew in search of her love on the surface, makes mistakes, learns from them and in the end… is saved by the prince. All these innovations fell in favor with the public and critics, The Little Mermaid was a resounding box office success and laid the foundations for all the next animations produced by Disney, stories that both children and adults could identify with extremely easily, after all, they were literary classics that were being adapted, the songs composed by Menken and Ashman

would remain alive in the public's memory for decades, and a technical quality in the animations that still fills the eyes today, but all good things come to an end. Ironically, Disney was feeding the demon that would bite its hand in the near future, 3D animation. CGI was being tested in cinema for decades , Westworld in 1973 and Tron in 82 are the most prominent results of these experiments, but the technology was still very rudimentary and the big studios still treated these tools as mere advertising props. Until in 1984, Lucasfilm's computer graphics division produced “The Adventures

of André & Wally B.”, the first 3D animation in history, which was of acceptable quality, directed by John Lasseter, the man who would change cinema forever. . This two-minute short revealed to the world the potential of CGI, and one of the people who bought into the noise was Steve Jobs. In 1986, a split occurred within Lucasfilm and the computer graphics division became Pixar, with funding from Jobs. The development of the technology continued steadily, with several short films being produced and shown at SIGGRAPH, until in 1995 Toy Story was released worldwide in partnership with Disney. The

film was the third biggest box office success in 1995, the greatest technical achievement in cinema in almost 20 years, public and critics in unison tearing silk for Pixar's achievement, 3D animations were a reality, a new market had been created and it was a question of time for 2D animations to become “old-fashioned”. But Disney was still in the middle of its renaissance, The Hunchback of Notre Dame, Hercules, Mulan and Tarzan would still be released in the coming years, but the formula, no matter how good it was, was slowly becoming stale, inevitably the public would look for

something new. , Pixar was already a reality and a competitor was taking shape. In 1994, Jeffrey Katzenberg was forced to leave Disney due to a series of corporate intrigues that... I won't bother explaining, but he wanted the position of second-in- command at the company and did so, pocketing 250 million dollars. in the process. Katzenberg used all his contempt accumulated over years of trying to take power at Disney to form Dreamworks, a company that would compete with the mouse for the hearts of the quiancas, and he didn't even try to hide it. In 98, Dreamworks released

its first feature film, FormizinhaZ, yeah, it's literally A Bug's Life with leptospirosis... Three months later a much better project hits theaters, The Prince of Egypt is a box office success, but the critics weren't happy, however, Dreamworks was establishing itself in the market, and would still show the world its full potential… of losing money. The Road to El Dorado was a critical and box office failure, but Chicken Run that came out months later performed very well and earned 200 million dollars and rave reviews. Meanwhile at Disney things were not as good as before, Fantasia 2000 was

a resounding failure, costing around 80 million dollars to produce, earning only 90. Dinosaur, the company's first CGI film was a financial success but did not fall in favor of critics. The Disney format seemed like it was becoming saturated, but nothing that was a major concern The biggest cultural event of the 2000s had just happened, Shrek was a surprising resounding success, which shook all the structures of Disney's animation division, a generation that He grew up with Renaissance films and was now faced with a parody that made fun of all the company's archetypes. The film exploded at

the box office, earning more than 400 million dollars, generating a legion of fans and receiving endless praise from critics, going so far as to win the first Oscar for best animated film in history, beating Pixar's Monsters, Inc. and Nickelodeon's Jimmy Neutron( ?). Atlantis, Disney's lost kingdom was not even nominated. At this time the Disney style of producing animations became old, the public wanted 3D animations and cynical stories like Shrek and exciting in a different way like Pixar, this was demonstrated in the next decade of Studio releases, none of the films became a gigantic critical and

box office success, in fact, some of Disney Animations' films were real failures such as Wild and Not Even a Cow. The animation division had fallen into disgrace, the final nail in the coffin was The Princess and the Frog, which despite being an excellent feature in every way, did not attract the public's attention. The live action division wasn't much better, except for the resounding success of the Pirates of the Caribbean franchise, which restored the public's interest in pirate stories and filled the parks, the other films were... bad, medium-budget productions that generated some return but nothing came

close to the competition, both in quality and box office. However, Pixar, which had been purchased in 2006 by Disney, was releasing works of art, filling the cinemas and winning practically all the awards that were nominated, this generated a certain discomfort within the company, as Disney animations was losing its leading role. of half a century for Pixar and Dreamworks? Something needed to be done urgently, but at what cost? And do you speak English? No? Congratulations, you are a semi-illiterate person who has not mastered a basic skill, this is just the purest reality, deal with it. You

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discount for the content it delivers, 597 for 397, and that's it, that's it, not a cent more. Beway, the definitive English. The Disney Pixar relationship was never the best, from the beginning there was a creative tug of war between the two companies, Disney simply didn't understand Pixar's vision of the relationship between parents and children. The production of Toy Story 1 was almost sabotaged, CEO Michael Eisner wondered what interest the public would have in watching a film about a child playing with toys... yes, he thought the film would be about that. Success came, parents and children

were able to have fun and be moved when watching Toy Story, after earning more than 300 million at the box office around the world, the simple order to produce a low-budget sequel, to be released straight to video, arrived at John Lasseter's desk. This was Disney's business model throughout the renaissance, releasing a film in theaters and then producing a mediocre sequel to cash in on the success of the original film, it's simply brilliant, but Pixar fought back and refused to do it. So, if they were to produce a sequel it would be better than the original

in every way, and that's exactly what they did. “Braintrust” was the reason for pixar’s success, and this is nothing more or less than a feedback meeting… seriously. Nowadays any fleabag has endless feedback meetings where tired employees pretend they care about the useless project they are working on for the company they hate, Braintrust was almost exactly that... the difference was that these frequent meetings were held by a group very restricted from people who really wanted to achieve perfection, ideas, criticisms, entire projects were discarded and restarted from scratch by them in a frank and honest conversation. Creativity

over conformity, this process was not at all optimized but generated timeless films such as Toy Story, A Bug's Life, Toy Story 2, Monsters Inc., Finding Nemo, The Incredibles... Cars... Ratatouille, Wall-E, Up and Toy Story 3 this is an impeccable sequence of releases, where the worst film on the list is only bad because it is compared to the others. 15 golden years, which came to an end thanks to Disney. Pixar has always had Disney as the distributor and main financier of its projects, but the effective purchase of the studio only took place in 2006 and the

first film that had its development carried out completely after the purchase was Toy Story 3, all the features released before pre-production began before the studio was acquired . The point is, now that Disney owned everything, it was no longer possible to fight the mouse, its leading role in the animation market was consolidated, but that was annoying. Disney executives decided to save their animation division by... sabotaging Pixar, not financially, after all this was a golden goose, all the previous films paid for themselves several times over and Toy Story 3 would make billions, and would sell the

doll like hotcakes, but these weren't genuinely Disney films. Not everything is about money in the corporate world, most of the decisions made by these men are guided by ego and the prospect of moving up the hierarchy, the loss of protagonism in the animation market was a very sensitive issue for these men and a huge opportunity. They took advantage of all of Pixar's 3D animation know-how to refine the aberrations that Disney Animations had been producing in recent years and adapted the Disney style of storytelling to the new post-Shrek world, and thus Tangled emerged and with it

a new renaissance. of the studio's animations, for the second time in its history. Coincidence or not, the rise of Disney Animations coincided with the beginning of Pixar's collapse, in 2011 the sequel to Cars would be released, by far the worst film the studio had produced in its history, in 2012 it was time for Valente to hit theaters and the first Pixar princess didn't impress anyone, it wasn't necessarily a bad film, but compared to previous releases it was anything but Pixar, and 2013's Monster University didn't come close to the quality of its predecessor. Something had clearly

changed, and it did, several of Pixar's employees were working in parallel or permanently at Disney Animations, including John Lasseter. In this window from 2010 to 2013, Wreck-It Ralph and… Frozen were released, whether you like it or not, made 1.2 billion at the box office alone, and more than 5 billion in the year following its release with merchandising. Inside Out in June 2015 was a relief to Pixar fans, clearly they still managed to produce works that were as good, if not better, than those released in the 15 golden years... But that was just a daydream, a

midsummer night's dream , three months later The Good Dinosaur dethrones Cars 2 by becoming the studio's worst film. And things would only get worse, in terms of quality, because at the box office, my dear, things have never been better, Toy Story 4, The Incredibles 2 and Finding Dory made billions, the point was, all these successes were sequels, the original releases performed very well but... there were only 6 originals in 10 years, and of those 6, 3 were resounding failures. While the competition, especially Illumination, managed to throw up medium-budget animations onto the market, which most of

the time had no artistic ambition except to make tons of money off of stupid children, Pixar at least tried to deliver a relatively honest product. , the creative process and technology developed by the studio made all of these films extremely expensive to produce, and consequently, profiting from them is also extremely difficult. Imagine that the entire production of a film costs 100 million dollars, a layman could deduce that if the film made 100 million and one dollar at the box office, that one dollar is profit, right? No, it's not. For a long time now, marketing has

been as important as the product itself, how many times have you watched a horrible movie because of a well-made trailer? Because of this, the marketing budget for a feature film is usually around 50 to 100% of the film's production cost, which means that a 100 million film actually cost 200 to make. So 200 million and a dollar at the box office is profit? No, it's not even close, because there's the cinema part, which in the United States is 50/50 and in China, for example, it's 70/30, but let's simplify this calculation. Taking all this into consideration,

for a 100 million dollar film to generate profit you need to earn around 400 million dollars, just to cover production and advertising costs ... Cars 3 cost 175 million dollars, without marketing, and earned 383.9 in box office...yeah. A film that does poorly, doesn't sell many toys, and doesn't attract much attention to the attractions linked to the film in the parks, and Disney lives off selling toys and stranding people in tacky and overpriced parks. Pixar in the 2010s was showing clear signs that things were not going so well, and it was in 2017 that a bomb

exploded in the middle of the studio, John Lassater was one of several Hollywood bigwigs accused of inappropriate sexual conduct during Mee Too, Disney and Pixar employees reported that John frequently grabbed, kissed, and made disconcerting sexual comments in the workplace. He was forced to leave the company in 2018, but despite all this, this bombshell did not in any way affect his last three works at Pixar that were yet to be released, two sequels, one that had been a fan request for over a decade and another that nobody wanted to happen but they became huge successes, but

they were sequels, but as long as the money kept coming in everything was fine... until it stopped coming. Welcome to 2008, the film industry was about to enter the greatest period of profitability and creative stagnation in its history, in April the first film of a 6-feature film agreement signed by Marvel and Paramount, Iron Man, was released. adaptation of a third division character that NORRMIE had no idea who he was, however, the film had an excellent reception from the public and critics, making half a billion at the box office and starting a very ambitious project. Marvel

at this point in the 2000s had already proven that its main characters were profitable in cinema, Blade, Spider-Man, The Fantastic Four, You're not a wrecker, Hulk and the X-Men had already become popular with the public, the problem was that none of these characters were under the total control of Marvel, as their rights were sold in the 90s to save the publisher from bankruptcy. This was a big problem that Marvel decided to take care of by using its other five thousand intellectual properties to make money, the plan was super calm and without any risk, Marvel Studios

took out several loans that totaled around 500 million dollars to finance its films , and the guarantee was to give up the rights to ALL ITS CHARACTERS... yes, an absurdly risky bet. But its initial objectives were very conservative, four origin films would be shot for its heroes, Iron Man, Hulk, Captain America and Thor so that after all this preparation The Avengers would arrive in theaters, uniting all these characters in an adventure. The goal was not to obtain overwhelming profits with the solo films, after all, except for the Hulk, all the other characters were unknown to

the public, but they managed to make money with each release, except Hulk, who ironically flopped so hard that not even managed to pay for itself. Everyone knows the result of this risky bet, the MCU is an undisputed success, but Disney decided to bet on this move before even seeing the results. In 2009, Marvel was acquired for a mere 4 billion dollars, and the 5 thousand characters and more than 30 thousand published stories became the property of Disney and you already know the rest. Hero films became the biggest genre in Hollywood cinema in the 2010s, with

each release more and more people were co-opted into this collective hysteria, the films became true cultural events that took place two to three times a year. This franchise had become a kind of “TV series” in theaters, you couldn’t just miss a film, and the general public ended up getting used to it, all it took was for the Marvel logo to be on the poster and the film would become a success. guaranteed finance. The competition tried to copy the shared universe format developed by Marvel Studios, but they all failed, because they forgot a crucial point, despite

having a “TV series” format, the films function as individual adventures, and the connections with the universe were very limited so as not to bother the more casual public. While all Marvel Phase 1 films presented their heroes in contained stories, so that after five films, they joined forces to combat a major threat. DC in the second feature of its shared universe tried to develop Batman, Wonder Woman, killed Superman and stuck a Justice League teaser in the middle of the film to further confuse the average viewer's atrophied brain. A lot of thirst for the pot, but not

as big as Universal's shared monster universe that died after just one film. Marvel was the only successful one in this franchise model, the hype only grew, after more than a decade of releases with 21 films, the peak of the franchise arrived, in 2019 Avengers: Endgame became the second highest grossing film in history. Adding up the 23 films from Marvel's three phases, only 3 were below half a billion at the box office, 9 went over a billion and only one film was a failure, the incredible hulk of 2008. Even though a tiny portion of the public

was starting to get tired of hero films, because in fact they are silly films without great artistic intentions, but they weren't necessarily bad, it's just that the formula was starting to wear out, constant jokes at inconvenient moments were starting to bother some films, ESG was getting a bit excessive, in general they were the same films with different characters, what varied was the number of jokes. Avengers: Endgame was the conclusion of a 22-film story, it could be the final point for a large part of the public, after all, the story is over, even if some loose

ends were left, that's not what happened, the interest of the audience was still huge for the franchise, and a few months after ultimatum, Spider-Man Far From Home made 1.131 billion, just at the box office. Really absolutely nothing could stop Marvel, nothing except... 2005 marks the end of the second Star Wars trilogy, and the fanbase wasn't very happy, the films weren't even close to the quality of the classic trilogy from the 80s, said the Angry fans as they gorge on Burger King Revenge of the Sith promo. But truth be told, the prequel trilogy had nothing to

do with the classic trilogy, they were completely different universes that generated a rift between the nostalgic paunchy veins and the kids with their brains melted from drinking fanta, but this great debate between gentlemen of high culture did not affect the brand's profitability in any way. George Lucas more than recovered everything he had lost in his divorce in the 90s just by selling dolls, Star Wars in the 2000s was more alive than ever, games, books, comics and the excellent Clone Wars kept the brand firm and strong even though the nostalgic fatties say no. But you can't

deny that the films were definitely not a consensus, in fact, they became a laughing stock among the most ardent fans, going so far as to ruin Hayden Christensen's career and almost drive the actor, Ahmed Best, to commit suicide. … Seriously, a bunch of idle brats almost made a guy go play for Vasco because of a children's film. The idea of ​​releasing new features in the franchise was practically discarded after the conclusion of the prequel trilogy, until Lucas revealed in 2007 that he would be working on a sequel trilogy, and fans were not very excited about

this news after three disastrous films scripted and directed. for the same. Ultimately the project fell into development hell, like many others in Hollywood, and no one spoke about it again. May 2011, the Star Tours – The Adventures Continue attraction opens in Orlando, this mediocre ride marked the effective beginning of the end of the Star Wars brand. George Lucas and Disney's new CEO, Bob Iger, during breakfast that May 20 talk casually about the possibility of Lucas selling the entire Star Wars franchise to Disney, after all, the director was seriously thinking about the possibility of to finally

retire, but first he wanted to produce episode 7 for a possible release in May 2015, and sell Lucasfilm shortly thereafter. In the months following this simple meeting, negotiations take shape, Lucas is convinced to abandon ship, since the release of Revenge of the Sith in 2005 he has been mocked by Star Wars fans at every opportunity that has arisen, kind of a new project under His command did not cheer up the big boys who filled conventions dedicated to the franchise. In January 2012, the acquisition of Lucasfilm for a mere 4.05 billion dollars was announced and a

new trilogy was confirmed to be released in May 2015, with Lucas serving as a mere creative consultant. Fans were skeptical about the type of treatment that the mouse company would give to the franchise, Marvel was a success, but Star Wars is completely different from hero stories, it wouldn't take long for everyone to figure out how the franchise would be managed. The entire expanded universe that had been built since Return of the Jedi is discarded, the games that were being developed by LucasArts, which included the long-awaited Star Wars 1313, are canceled as well as the last

season of Clone Wars... yeah. But stay calm, Disney announced a series of new projects involving the franchise that went beyond the new trilogy. Star Wars Rebels made its debut in October 2014, and it was mediocre animation, although Clone Wars was also a cartoon for children, the quality of its scripts attracted the attention of young adult audiences, Rebels was just silly, a crude Disney animation Channel. The reboot of the acclaimed 2004 Battlefront is developed by EA and released in 2015, and the game... had potential, the graphics were beautiful and the gameplay was excellent, but it had

no content, and the playerbase, like its father, simply disappeared. HQ's and Books were announced and released, but the quality was much lower than the universe expanded that existed until 2013, and that's it... oh yes, I almost forgot about the films. The hype for The Force Awakens was something from another galaxy... sorry, the final trailer had 112 million views in 24 hours, fans were delighted with everything they saw, real sets, animatronics, impeccable CGI, it looked like Star Wars had returned to its glory years thanks to the work of JJ Abrahams, who a few years earlier had

introduced Star Trek to a new generation. The film made 2,071,310,218 dollars at the box office around the world, to this day it is the fifth highest grossing film in history, Star Wars was back, and the film pleased practically everyone, after all it made two billion at the box office, but the point is , The Force Awakens is cool, kind of similar to New Hope, practically the same plot of going to destroy the giant superweapon capable of blowing up planets. A cowardly little film, the prequel trilogy didn't please many people because it was too different from

the classic, but episode 7 was practically a remake of episode 4 with the old characters, but it was the beginning of a new trilogy, there was plenty of time to to present something new, time to change, right... yes, they changed a lot. Between episode 7 and 8, a new feature for the franchise, the first Spin off is released, Rogue One told the story of the rebel platoon that stole the plans to destroy the death star, the intention was to make a war film in the war universe in the stars, and that goal was achieved, earning

a billion at the box office, this was a visually spectacular work... however, the characters didn't have much charisma. Episode 8, the fan hype was immense, the expectation was to have at least some answers to the mysteries presented in the previous film, such as Ray's parentage and who was Snoke? Everyone wanted to see Jedi master Luke, how Finn's plot would be developed, which by far was the best thing in episode 7, a defecting stormtrooper, that was new, and of course more Kylo Ren. And there was none of that, subversion of expectations was director Rian Johnson's watchword,

Finn was relegated to the role of comic relief, Luke became a failed coward, Snoke was killed and Rey was not the daughter of anyone important and Kylo Ren stopped wearing a helmet... The result was critical applause and a 42% approval rating on Rotten Tomatoes. To this day, many people still haven't bought into Ryan Johnson's innovations, including Disney, which saw the 2 billion in episode 7 turn into 1.3 in episode 8, a legion of fans abandoned ship in this film and promised themselves that they would never consume anything from the franchise again. The next release would

be in less than 6 months, Solo: A Star Wars Adventure was an unprecedented failure and at this point in the championship everyone had already realized that something very wrong was happening. Lucasfilm led by Kathleen Kennedy was destroying the biggest franchise in cinema, simple as that. Games flopped, comic books and books weren't read and films were now making losses. Until new hope emerges. Disney has been experimenting with adapting its classic animations into live action remakes since the Renaissance, such as The Jungle Book and 101 Dalmatians, the first was a huge failure and the second was a

huge success. But the era of remakes really began in 2010 with Alice in Wonderland directed by Tim Burton, this one is strange, not only because of the director's style, but because it made billions at the box office without even becoming popular with the public. , and this figure guaranteed a sequel that was released in 2016, ending the franchise. While Alice was an adaptation of Lewis Carroll's classic with the style of Tim Burton, Maleficent, which for some time was developed to be an animation directed by... Tim Burton, ended up being converted into a live action in

2006 and released in 2011 with another director . This was actually a remake of Sleeping Beauty from 59 and this time the protagonist was the villain, and Angelina Jolie destroyed it with the role being by far the best thing about this film, which is very mediocre, but a box office success that gave Disney confidence in continue producing remakes of its classic animations. The subsequent releases, Cinderella in 2015, another version of The Jungle Book in 2016, Beauty and the Beast in 2017 and Alladdin in 2019 were box office successes, however, with each release the remakes became

more similar to the animation, only worse, the films They were longer, making the story more drawn out and full of fat, the songs were inferior, as the actors didn't know how to sing, except Will Smith, but it was worse than Robin Williams' version anyway. Overall it was anything but creative and magical when compared to the animations that served as inspiration, the only value there was the cheap nostalgia of seeing real actors playing characters that were part of the audience's childhood. Creatively bankrupt films, and in the only two exceptions, 2016's Alice 2 and 2019's Dumbo, there

was some creativity, but both failed critically, with the public and at the box office giving the message that Disney needed to hear, do the minimum in the adaptation, that the returns will be resounding. And proof that this analysis was correct was The Lion King in 2019, which is a truly inferior abomination in every way when compared to the original version from 94, you can't even call this film live action after all, that was all made in CGI, but it doesn't matter, 1.6 billion at the global box office discards any artistic pretensions. But sooner or later

the public could get tired of these huge doses of cheap nostalgia, which was simply a very well calculated strategy to extract money from the public on increasingly expensive tickets in more frequent releases, in 2019 4 remakes were released in cinemas , and the four films delivered practically nothing new, in fact they worsened what had been done in the past. But the hype culture sustained all of this, these films were true events that filled movie theaters around the world, and 2019 was the culmination of this madness. The mouse released two Marvel films that made billions, episode

9 of Star Wars, the conclusion of a saga of three trilogies, which despite being an aberration made billions, and the aforementioned 4 remakes, two made billions. Disney reigned supreme in the world of entertainment, clearly nothing could stop the advance of its empire, nothing except itself and a little flu. In the beginning there was Netflix, it was a simple service for delivering DVDs over the internet, but in a market dominated by Blockbuster it was nothing more than a mere curiosity. Broadband became available and internet speed increased, and that was good, while the market for physical DVDs

was declining, in 2007 Netflix became a streaming service. As the years passed, the public became aware and got used to consuming content whenever they want, wherever they want, on the screen that suits them, free from the constraints of cable TV for a much lower monthly fee. So Netflix started to acquire licenses for all types of audiovisual productions, Friends, The Office, Seinfeld, Lost, Supernatural and many others, if it existed it was probably in the Netflix catalogue, and that was good. Now the astute market entity saw an opportunity, streaming was the future and overnight the series were

snatched from the hands of Netflix, the so-called monopoly was shattered and dozens of streaming services emerged and among them was Disney Plus , the new bet from the largest media corporation on the planet. Unlike other platforms, Disney Plus brought together the biggest movie franchises and Simpsons, because they sold Fox in 2017 for 52.4 billion. It was 2019 and everything Disney did generated hype, and its streaming service was no different. The Mandalorian was the selling point of this new platform, the first live action Star Wars series in history, produced by Jon Favreau, the man responsible for

the birth of the MCU, Dave Filoni, the man who made the prequels a favorite era for many people and there was still the consultancy of George Lucas, who at this point in the championship had already been forgiven by the same fans who spent an entire decade offending him. This was a project thought of as a kind of rescue of the franchise, as it was not under the control of Kathleen Kennedy, Favreau responded directly to the CEO of Disney, that is, he had carte blanche to produce whatever he wanted. And without any classic characters, not even

Jedis, the series became the best audiovisual product in the franchise since Clone Wars, the work was a consensus among public and critics, it was in fact an extremely fun and promising product, very different from the sequel trilogy that would see in episode 9, released in December 2019, its lowest point. Star Wars was dead in theaters, a series of projects in development were practically shelved in the months that followed, but in streaming things could be different, and with that Disney decided to bet all its chips on the franchise on this platform. At its launch alone, more

than 10 million users subscribed to the service, despite the little original content available, not that this was a big problem, the entire catalog of animations, Marvel and Star Wars was available to be consumed... but it was old content, which has previously been available on Netflix, i.e. legal? In addition to Mandalorian, on November 12, 2019, the fifth live action remake of the year was also released, Lady and the Tramp, if you can call that a remake, and this film, unlike Mandalorian, was just another lazy adaptation that appealed to the public's nostalgia. But something was missing, Marvel

had not yet made its debut on the platform, in 2019 the publisher's history of TV series was not the best, 2015's Daredevil produced by Netflix was acclaimed by the public and critics, but the other 4 series launched by there they weren't much better than the aberrations made by the CW. We also had Agents of Shield, which despite gaining a loyal audience, suffered from its low budget, Inhumans was so bad that it wasn't even renewed for a second season, and Cloak and Dagger, you probably don't even know this series existed. Marvel's success in theaters was not

the same as on TV, but things would change drastically, the idea now was to unify all audiovisual productions in the same universe, secondary characters in the films would have their own series, such as Scarlet Witch, Loki and Falcão, but also new characters would make their debut on streaming to appear later in theaters, the fans' euphoria with all of this was gigantic. The question was, we were arriving in 2020... and things happened in 2020. According to... me, covid 19 was the defining event of the 21st century, nothing hit all sectors of the planet's economy with such

violence as this cold, with the audiovisual sector It was no different, it was deeply affected by the lockdown, it simply wasn't possible for months to gather hundreds of people in a closed warehouse to record, however, with the public stuck at home, with a lot of free time, streaming consumption exploded. All platforms saw an aggressive increase in subscriptions from March 2020, except Quibi, you were too bad, Disney Plus reached 100 million users in its debut year, just to give you an idea, Netflix took a decade to reach this number, as from 2013 the company began producing

exclusive content on an industrial scale, while Disney literally launched ONE big-budget series throughout 2020. People simply consumed streaming like never before, even the most niche platforms saw absurd subscription spikes, but there was a problem, this is just an exceptional seasonality, the streaming model is inherently expensive, billions and billions are spent in the hope that in the future investors will obtain some return, At this point in the pandemic there was a return, but sooner or later people would go back to work and these numbers would plummet, IF there was no loyalty to the platform. The question

now was: How to make the public loyal to the platform, the answer is very simple, having a catalog full of classics like Friends and The Office and exclusive content... of quality, it wouldn't do any good to launch hundreds of mediocre products in the hope of for people to continue paying the monthly fee. But it simply wasn't possible to produce this content, social distancing after all. Yes, this was an extremely complex situation. Netflix had already planned dozens of premieres and new seasons of its series to be released in 2020. Its relatively low-budget model allows several series,

which appeal to all types of audiences, to be shot simultaneously to be released at the right time. Netflix's leap of faith, which is a small advantage and a huge disadvantage at the same time, the company does not have large franchises, while on the one hand it is difficult to sell a product unknown to the general public, your grandmother must have already heard about war in the stars, wandinha most likely not, the advantage of this is that a bad launch, theoretically, will not cause damage to Netflix because of a brand that nobody cares about. Only theoretically,

because Netflix has released so much garbage in the last 7 years that their brand has become a guarantee of a bad series. The point is, Netflix spends relatively little to produce a lot, Disney doesn't, the products from its main franchises are extremely expensive, the first season of The Mandalorian cost 100 million dollars, apart from all the advertising, but this was an extremely successful that attracted hundreds of millions of subscribers to the platform. However, if there is not a constant influx of new products of similar quality, these users will simply unsubscribe, and if these products are

bad, and part of large franchises, the franchise as a whole can suffer. But this is a thought that does not match reality, Disney would not release bad films and series in a row... Mulan was a disaster, this film would be released in theaters just like the other remakes, but due to Covid it went straight to streaming , for a fee apart from the subscription, a fact that angered a lot of people, especially because the film is bad, not even Mushu was in the film to “preserve realism”. Cheap nostalgia, an unnecessarily... elongated feature film, overall a

worse version of the original, the public was starting to get tired of this format, and to make matters worse this was only the second relevant product launched on the platform in 2020, however, in In the second half of the year, productions had already started shooting again, with limitations due to Covid. Even so, it was a whole year with practically nothing of value being added to the platform, but with everyone stuck at home, subscriptions only continued to rise and finally Marvel made its debut on Disney Plus. WandaVision from January 2021 was a success, widely praised by

the public and critics, despite a dark final episode, but a great start for Marvel on Disney Plus and it wouldn't be long before the next work appeared on the service, the Falcon and the Winter Soldier was released in March 2021, and again, a success, despite a dark final episode... June we would have Loki, and this was massively praised, even receiving 6 Emmy nominations that year, and the season finale was good, finally. Three series, three hits, the public's confidence in Marvel's work after a whole year without releasing anything was intact... The phase following Endgame began with

the prequel of a dead character from the previous film... and that film wasn't even good to begin with. By the way, Black Widow was going to be released in the cinema, but given the conditions it went straight to Disney Plus for an extra fee, which irritated a lot of people, again. Despite this extra amount, Mulan, Black Widow, Raya and Cruella were very expensive films, produced to be released in theaters, and simply playing them on streaming generated monumental losses for Disney . But there is no greater loss than sacrificing a brand, and it was precisely This

is what happened with Pixar, which was already coming from a streak of dubious but profitable releases, but now the monetary factor had left the equation, after all, any direct release on streaming would already cause losses anyway. The first failure was Onward, an okay little adventure about two brothers, which was lucky enough to be released in March 2020, right at the beginning of the lockdown, representing a gigantic box office failure, the film was played on streaming with just two weeks of circuit because there was no other alternative. This was only Pixar's second failure in its entire

history, and it wouldn't be the last, in December 2020 Soul was released in an extremely restrictive way in theaters, but it was on Disney Plus, another project that cost 150 million dollars without having received feedback. The same happened with Luca, an ok little adventure between three friends, in fact it was even worse, grossing only 49 million and being the film with the worst review since The Good Dinosaur, but don't worry, it can still get worse, much worse. Up to this point, none of these films have generated a negative response from the public to the point

of tarnishing Pixar's image, in fact, the public was quite apathetic towards these three releases, they came and went and no one gave a shit. Until in March 2022 Turning Red comes out, this is a film that deals with puberty and scandalized the more conservative public who considered the film too adult for children, who in turn, didn't even understand the film, but the worst of all is that the film is boring, it speaks to a very niche audience even though it is a Disney blockbuster. Sensitive themes were never a problem for Pixar in the past, in

fact, they were always the company's trump card, amusingly, it literally dealt with the Depression and was a critical and box office success, not to mention Up, Toy Story, Coco, Wall-E. That said, with a negative reaction from parents and restrictions imposed by the pandemic due to a new spike in infections, Turning Red made 20 million at the box office, being considered Pixar's second worst film and biggest financial failure. 4 original releases, 4 failures, almost a billion in losses with Pixar alone, the pandemic helped a lot to generate these negative results, but none of these films were

up to par with the releases of the 2000s, something was clearly missing, 3 of them were received with absolute apathy, because they didn't have much to say, and one was an expensive resounding failure. Meanwhile, Disney films were going from strength to strength, even with Covid, Encanto in November 2021 made 256 million and secured a nomination for best original song at the Oscars. Pixar had lost the privilege of producing hits under its name alone, the studio had become just another player in the animation market, they just hadn't realized it. Lightyear was definitive proof that Pixar is

dead, with a grotesque budget of 200 million dollars, and probably the same amount from advertising alone, the spin-off of Toy Story, the house's biggest franchise, made 226 million dollars at the box office, at a time when pandemic restrictions had already been reduced and cinemas were once again full. A similar scenario was seen at Marvel, the company that got tired of making billions with anything, anything at all, was not seeing this success repeated. Between 2019 and 2023, only Spider-Man: No Return Home made billions, and this film has profits shared with Sony, which owns the character. The

Marvel universe is in undeniable decline, and the first box office failure, post-pandemic, appeared in February 2023, with Ant-Man and the Wasp: Quantumania, a long title, this film is a catastrophe in every sense and it's scary to know who spent 200 million to produce this. Doctor Strange in the Multiverse of Madness, long title, was a 300 million dollar abomination that surprisingly managed to pay for itself, even though it was an objectively bad film, despite having a competent director working there, or trying to work there, because all Marvel films suffer of a small case of an executive

getting his hands on the project. The director in these productions is usually at most a team coordinator, because he doesn't have the freedom to create anything, he executes the wishes of the producers and Disney executives, and if he complains he is kicked out of the project. And this generates a very fun phenomenon: The film is released poorly finished, because until the additions of the second half of the extension, Marvel is not sure of absolutely anything, resulting in scripts being constantly rewritten, reshoots as a result , and the worst of everything, VFX artists working 12 hours

a day, 6 times a week, receiving misery in the process because of a bunch of cuckold producers who don't know what they want. The entire third act of Doctor Strange 2 was remade with 3 months left until release, that's not a short amount of time, that's inhumane, and that's what Marvel has been doing for a decade because they, and Disney, are the biggest customers of these VFX studios who cannot afford to deny the degrading projects proposed to them. The consequence, in addition to burnout and depression on the part of low-paid workers, is ugly visual effects,

which are clearly not ready, but the film has to come out on its release date at all costs. And there are films, a lot of films, from two releases per year between 2011 and 2016, to three between 2017 and 2019, to now having 4 blockbuster films per year, apart from the series, five in 2021, three in 2022 and three more in 2023, It's a lot of content, it's too much content. It simply stopped being fun to follow the Marvel universe, for a lot of consumption, Marvel became a job, to understand everything that happens in film

x you need to have watched series Y before, and to understand series Y you need to have seen the other 3 series and 4 films, and don't waste time, there are two more series coming out on Disney Plus and 2 films, this requires a lot of dedication. Especially because all of these productions are poorly written, poorly directed, full of unbearable ironic humor, CGI in every corner, to the point where it wasn't necessary in the first place and in almost all of these productions, the events that happen in the film do not affect anything the universe,

because if they affected it, it would cause a big problem for the next production that will repeat the cycle infinitely until Avengers, summary of the opera, mediocre and cowardly works in large quantities. Ironically, Marvel films and series have become comics, an extremely complex form of media, not because of their themes, but because you are forced to consume 47 parallel works to get any idea of ​​what is happening. Precisely because this medium is dying, comic book sales have fallen year after year, not because the public has lost interest in reading comic books, but because it is

unbearable to follow an arc that lasts for years, only for it to be inevitably reset, You can't keep Batman, Superman and Wolverine dead for long. On the other hand, mangas have been selling more and more, and the reason for this is very simple: You just need to read them in the order of release to know what's going on, that's it, it's really cool that the consumer isn't forced to read the comic book. squirrel girl to understand why the spider man from universe 863 became a state deputy in Amapá. Aside from the quality of the stories

themselves, the average Western screenwriter is more concerned with scoring ESG points than telling a good story, but we're already there. The same effect occurs with Marvel films, the casual public, who fill the cinemas, is no longer willing to dedicate part of their life to following the adventures of the scarab scarab from the 290 universe to understand how Vanessa, wife of the King of Crime that appeared in episode 14 of the Daredevil reboot will destroy the multiverse, you don't even know what I'm talking about, right? Neither do I, I just invented this plot and it will

probably be better than the one the Marvel writers wrote. Because there's this, with the end of the Infinity Saga, the epic conclusion of a series of 23 films, Marvel's new saga revolves around the multiverse, which at first seems like a great idea until you realize it's nothing more than a clichéd gimmick to sell cheap nostalgia, useless cameos that end up becoming the only reason for many people to watch the films, and weightless stories, after all, no character is unique, anyone who dies can come back to life with the excuse of the multiverse. At least Marvel

has an excuse for this, which Star Wars doesn't. Palpatine somehow returned to be the villain of the most lame and poorly planned trilogy in the history of blockbuster cinema, The Rise of Skywalker marked the end of the franchise for many people. The seeds planted in Force Awakens have rotted in the earth, a trio of bad protagonists, a Mary Sue who had no difficulty at any point in the adventure. The most interesting character became a comic relief, unfunny, as his role was to yell at Ray, and because of this, John Boyega does not consider the possibility

of returning to the franchise. And a bad copy of Han Solo, whose only development was that in the past he was a smuggler, that's it, the feeling that remains is wasted potential. The heroes of the classic trilogy were destroyed and were not even brought together in a scene to draw desperate sighs from a heart that beats hard to support a body weighing 180 kilos. Boba Fett, the favorite anti-hero of several generations, whose character's grace was in the mystery surrounding him, became the father's uncle and supporting character in his own story, which would initially be a

film dedicated to the character. Kenobi, what to talk about Kenobi, the favorite character of the generation that grew up watching the prequels was completely annihilated in a bad series, which was initially thought of as a film, but with the failure of Solo and episode 9 it was converted into yet another canned from Disney Plus. Even Mandalorian was thrown in the trash with two horrendous seasons, the sequel to Clone Wars, Bad Batch, developed by Dave Filoni was nowhere near the quality of the previous series. Star Wars is a dead franchise, public interest has been falling year

after year, reaching the point where Andor, which was actually a good product, flopped, because no one cares about Star Wars anymore. But as if that wasn't enough, LucasFilm's other franchises received the same treatment as Disney, Willow, the sequel to the adventure film released in 1988, was so bad that its second season was discarded immediately and the only released season was removed from Disney Plus to cut platform operating costs. But if you think Star Wars fans and the Willow 3 have suffered at the hands of the mouse company in recent years, it's because you don't understand

how 35-year-old boomers felt about seeing their childhood hero treated like a old failure in Indiana Jones and the Call of Destiny, come to think of it, that's exactly what they did in the other two franchises, what they did with Luke Dude... The Call of Destiny cost 295 million dollars, its box office revenue was 380 million, This is probably one of the biggest box office failures in the history of cinema, being very conservative, Disney lost around 270 million with this aberration, being very conservative. Marvel making losses, Star Wars making losses, Pixar literally burning money for almost

half a decade, Indiana Jones one of the biggest failures in history, what's left for Disney? Lazy live action remakes, surprisingly, are not performing well now either. The remake of The Little Mermaid cost a staggering 235 million dollars, and it almost became a loss for Disney. This is a film that arrived at a time when the public already knows exactly how these remakes work, they are merely stretched versions of the classics, extended and not extended, all the remakes, except Maleficent, have very few changes to the story and this makes these works extremely draggy, the 1989 classic

is 1h23 minutes long while the 2023 remake is 2h15 long, with practically nothing good thing has been added. And this in itself no longer generates the hysteria it once did. This is an OK film, where Halle Bailey manages to deliver a good interpretation of Ariel, but it's just an OK film, a worse version of the classic from the 80s, and with the saturation of blockbusters in recent years it's very difficult to make the audience can watch a film like this in the cinema with so many options. And in addition, with the reduction in the time

these films are shown from 90 to just 45 days, with tickets becoming increasingly more expensive, people simply chose to continue consuming much of this content a few weeks later directly via streaming. We've reached a point where audiences expect these films to be bad before they even release, given the recent track record of all these franchises, why spend an extra penny on it? Disney Plus, in addition to being unprofitable, managed to help, and a lot, to destroy the public's habit of consuming the garbage that the company has been delivering for so long, and now it is

even losing subscribers, because its series are bad. Has Disney delivered a streak of terrible productions, or do you think Hawkeye, Boba Fett and She Hulk justify a monthly subscription? Because these series from major franchises do not overlap, they are spaced throughout the year to make the public maintain their subscription, when you put into perspective competition like Netflix, which launches dozens of series per year in the hope that one will be successful, Disney releases very few, and these few series are bad, there is simply no reason to keep subscribing. And when something worthwhile comes along like

Andor, the Star Wars franchise is so worn down by years of poor releases that the public no longer bothers to consume the work, it's at that point that you realize that a franchise is practically dead, and we are Speaking of the biggest franchise in cinema, the same is happening with Marvel and Pixar. And as if all this wasn't enough, very expensive productions that will be a financial failure if they don't reach astronomical box office values, VFX artists overburdened with a thankless job, bad scripts that make the public give up on continuing to follow that story,

we have the elephant in the middle room, let's talk about ESG. At what point did a brand with a deeply familiar identity decide it was a good idea to engage in a kindergarten drag queen show? Is it… Too much information? Let's go from the beginning. In 1952, Walt Disney began the search for the perfect place to establish the company's second amusement park. In 1952, not even the first had opened in Anaheim, California, but it already presented the problems he wanted to avoid in the second unit. . Walt sought autonomy to do whatever he wanted with

the park's territory, and that was exactly what he didn't have in California, in addition to the population on the west coast being much smaller than on the east. And the location chosen was close to the city of Orlando, right in the middle of Florida, and from 1964 onwards the company began to secretly acquire hundreds of thousands of acres of land in the region, which totaled 109 square kilometers, a fact that makes DisneyWorld bigger than some countries. This raised suspicions among local residents, who had the money to buy so much land ? Some pointed to Howard

Hughes, who at the time was one of the richest men in the world, others said it was up to the American government to develop the space program. But all doubts ended on November 15, 1965 when Walt Disney announced to the world, the United States, the construction of the biggest and best amusement park on the planet, causing a true gold rush to build hotels and restaurants around the park. park that would still be built. And for a long 2 years, more than 9 thousand employees were involved in transforming that useless swamp into one of the biggest

entertainment projects in the world, 400 million dollars were invested there, but there was a counterpart, Disney would have total control of that territory, forever. The central region of Florida in the 60s was... not a big deal, and Disney's investment in the region was something very interesting, the company was already a media titan and used this fact to its advantage, managing to secure a spectacular deal. That territory of 109 square kilometers, which extends across two counties, became a special district under the control of Disney, that's right, DisneyWorld is a city, the company takes care of all

public services, such as garbage and sewage collection, electricity, construction and maintenance of roads, firefighters, public safety, drafts your laws and collects taxes. This means that the company does not have to deal with any stupid bureaucracy that Orange or Osceola invent overnight, after all, Reedy Creek is a sovereign county. Beautiful agreement, right? Jumping to March 8, 2022, the Florida senate, yes the states there in foreign countries have a senate, approved a law that prohibits teachers from dealing with topics involving gender identity or sexual orientation in the classroom, for children in education. children up to third grade,

it is... and it also opens up the possibility of, if the state decides, extending this prohibition until the end of their “third year of high school” if the need arises. This law also requires schools to make psychological reports available to parents, and to close the case, those responsible can sue educational institutions that deal with topics they object to. This law generated a tsunami of reactions from the most diverse sectors of American society, artists whose opinion is worth less than the currency of Argentina, NGOs financed by billion-dollar mega corporations and the UN felt deeply outraged by

the ban on talking about gender identity for babies... And in the middle of this mob was Disney, a company that produces cartoons for children... Bob Chapek, Disney's new CEO, after allegedly receiving a lot of internal pressure from the company's LGBT employees in the previous months, declared to investors that the company was already running a fierce behind-the- scenes opposition to the law that would be approved by the Florida senate. He even called Governor Ron DeSantis to express his concern and disappointment in hopes that the bill would be vetoed by the state executive, after all, Disney helped

finance the campaigns of several Republican representatives and senators who voted in favor, including DeSantis. , as the company wants to maintain its special status in the state at all costs and the Republican caucus guarantees this. But now this fight was public, and to demonstrate Disney's commitment to the cause, 5 million would be donated to LGBTQQICAAPF2K+ NGOs in Florida. On March 28, the governor sanctions the law and Disney declares war, starting with the bizarre request that politicians who received money from the company to run their respective campaigns return the amount? And naturally this didn't go ahead,

the Republicans refused and Disney stopped any scheduled payments for political purposes to the state of Florida, including financing Democrats. But the firmest position taken by the company was that they would fight for the end of Florida's Parental Rights in Education Act, whether through democratic means or in the courts, a law that should not have even been approved after the company's public display of discontent. , after all, they are the owners of the state, who cares if the people of Florida elected a Republican majority in both houses and a governor of the party. This vicious attack

by the mouse company generated two reactions, the first was from the public, who after years of seeing the significant increase in ESG agendas in Disney productions, this hysterical response against a law approved by so-called representatives of the people in a state conservative, it ended up being the last straw for many people who decided to boycott the company's products once and for all, and in America boycotts work, almost immediately Disney's shares plummeted just due to the fear of a possible boycott of the company by half of the country . The second reaction was even worse, Ron

DeSantis was elevated to the status of hero of the American right for combating the “Woke culture”, and taking advantage of the situation he decided to reevaluate the special tax status that Disney has had since the 60s. And in April 22 he passes a law that would remove all of the company's privileges on June 1, 23, taking control of Reedy Creek from Disney and handing it over to the state government. The only response the company was able to give in this whole situation was to sue Ron DeSantis in April 23, alleging that he was using his

power to harass the company that merely took a position contrary to its policy, violating the first amendment of the American constitution. And all this happened while the company accumulated a billion in losses at the box office with its flopped films, but why is a company that is going through serious problems deciding to embark on a war not theirs? After all, this was a possibility, you just had to not take a position in the first place. You might even think NOOOO Disney is good, the largest media corporation on the planet valued at 153.12 billion dollars Are

you worried about lgbtqq rights... you know, all of this is pure altruism, a defense of human rights. Too bad if you believe that. The question is, for these mega corporations, the ESG agenda is more important than immediate profits, as this is the hegemonic thinking among the elite, who, after decades of accumulating billions and more billions, reaching a level where money loses meaning, guide uneducated society moving towards progress sounds much more interesting than merely seeking profits. And this was only possible thanks to the collapse of the free market, the financialization of the economy, lobbying and the

formation of oligopolies concentrated immeasurable power in the hands of half a dozen executives. Disney has been acquiring direct and indirect competitors for several years: Pixar, Marvel, Lucasfilm and Fox are just the biggest, while Disney in the grand scheme of things is small fish when comparing the giants of Silicon Valley or Asian companies. Few companies control almost the entire market, it is practically impossible to live without directly financing their operations, it is easy to go down a path that at first glance makes no marketing sense when their products are everywhere, just to sweeten the pill of

this desperate situation. In reality, the elite invented a solution. The agenda is nothing more than a gigantic marketing operation never seen before in human history, ESG is just a tool to make the operation economically viable, which aims to strengthen the position of these corporations on all fronts while ensuring public support. Who cares if 89% of the box office profits come from just 6 studios, and of the total, 33% comes from Disney alone, the actress who made the Little Mermaid remake is black and they took a stand against Florida's homophobic law, despite having cut the gay

kiss from episode 9 and Lightyear to release it on the Russian, Arab and Chinese markets. In the West, minorities are used as maneuvering masses, indoctrinated to only consume, transforming these products into a central part of their personality, making them defend the company and its supposed values ​​without rest, supporters drunk with social justice do the same to become Position themselves on the right side of history, these people feel empowered by these actions, after all they are fighting for the environment, the Negris, Asians and Latinix. While on the rest of the planet, these same minorities are in

some mine in the Congo, extracting the cobalt used in the construction of light sabers, harvesting sugarcane in some distant corner of the bush, to sweeten the executive's Starbucks or sewing Mickey plushies in a sweatshop. from Malaysia. The millions of dollars donated to NGOs, politicians, parties, intellectuals and influencers are nothing more than an investment, this is a very low amount to buy the silence and support of an engaged community, which felt very represented with Black Panther, while the artists of VFX worked 16 hours a day in post production. Market concentration ensures that only one message is

reproduced in the mainstream media, although today anyone can, theoretically, shoot a feature film, the reality is that it has never been so difficult to enter the market. Innovation and creativity have been thrown out the window, what's important now is to shove the message that these billionaires think is cool down the public's throat, producing sterile films, with empty social criticism on an industrial scale, but always beckoning to some minority that will defend it. of the product on the networks, even if it is bad. Disney is just the greatest example of this phenomenon, a company that continues

to make mistakes after mistakes and yet persists in defending its agenda, because this is a long-term project, but the effects of this project are already palpable, because those who criticize it will certainly He is homophobic, misogenic and racist in the opinion of many people whose brains have already rotted. Neoliberalism and the free market are dead and buried, the era of oligarchies in the first world has begun, this is just the beginning of the overt exercise of the coercive power of these corporations to change the worldview of the average Afghan, things are going to intensify more

and more more, Disney will still spend a lot of money on bizarre projects like empowered Snow White and Latinx, because Disney can, that amount doesn't matter. Any attitude that involves cost cutting and narrative adjustments will only serve to stop the meltdown in the stock markets, as it, as well as its peers in the new capital situation, are too big to fail, but rest assured that one thing is certain, in the end everyone your nightmares will come true.