July
11The Tykes are Expendable, Too
So the guys at Disney and Pixar have it all figured out -- if you don’t believe it, ask them.
Why mess around with big, risky tentpole pictures aimed at capricious teens when you can aim your output at the ultimate sweet spot -- families with kids? All parents live for is to make their offspring happy, whether that means movies, theme parks or tween tours, and Disney has the revenues to prove it.
But what happens if attitudes change? A series of studies cited in Newsweek Magazine this week suggest childless married couples are a lot happier than those with kids. They actually get to do things they like, such as travel or go to restaurants and see movies that actually interest them, not Panda pics that appease the kids. In short, the “bundle of joy” syndrome may be wearing off.
Robin Simon, a professor of sociology who has conducted several parenting studies, points out that Disney World commercials “made parenthood out to be one blissful moment after another, and it’s disappointing when you find out it’s not.” Simon, by the way has two kids.
Other studies also suggest that American couples are increasingly pursuing the Western European model of remaining childless. There are several reasons: Raising kids is becoming more expensive, public education continues to deteriorate, extended families (with their support mechanisms) are diminishing.
Plus for more and more parents (and I see this in my family as well) the process of raising “perfect” kids is becoming an obsession, replete with private coaches, trainers and learning gurus. Mothers don’t seem to feel they’re good enough anymore -- they need to hire a backup team. After all, their kid is destined to be a star.
At today’s prices, he better be. The process of raising a kid through college involves an investment approaching $500,000, according to new government figures.
None of this poses a serious short-term challenge to the Disney business model, but suggests that they should be a little less smug about it. The time may come when the kiddie market isn’t the only one to show exponential growth. Suddenly the grownups will start demanding, ‘what’s in it for me?’
Now that’s a terrifying concept.
Why mess around with big, risky tentpole pictures aimed at capricious teens when you can aim your output at the ultimate sweet spot -- families with kids? All parents live for is to make their offspring happy, whether that means movies, theme parks or tween tours, and Disney has the revenues to prove it.
But what happens if attitudes change? A series of studies cited in Newsweek Magazine this week suggest childless married couples are a lot happier than those with kids. They actually get to do things they like, such as travel or go to restaurants and see movies that actually interest them, not Panda pics that appease the kids. In short, the “bundle of joy” syndrome may be wearing off.
Robin Simon, a professor of sociology who has conducted several parenting studies, points out that Disney World commercials “made parenthood out to be one blissful moment after another, and it’s disappointing when you find out it’s not.” Simon, by the way has two kids.
Other studies also suggest that American couples are increasingly pursuing the Western European model of remaining childless. There are several reasons: Raising kids is becoming more expensive, public education continues to deteriorate, extended families (with their support mechanisms) are diminishing.
Plus for more and more parents (and I see this in my family as well) the process of raising “perfect” kids is becoming an obsession, replete with private coaches, trainers and learning gurus. Mothers don’t seem to feel they’re good enough anymore -- they need to hire a backup team. After all, their kid is destined to be a star.
At today’s prices, he better be. The process of raising a kid through college involves an investment approaching $500,000, according to new government figures.
None of this poses a serious short-term challenge to the Disney business model, but suggests that they should be a little less smug about it. The time may come when the kiddie market isn’t the only one to show exponential growth. Suddenly the grownups will start demanding, ‘what’s in it for me?’
Now that’s a terrifying concept.
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When we were DINKs, the Mrs. and I did as we pleased.
Once the kinder came, the economy, and our income dipped greatly.
People still love their children, but if you can't pay your mortgage, $32.00 in movie tickets, (that's two $10 adults, and two $6.00 kids)before gas, and dinner for four, isn't really an option, anymore.
Sorry folks. It really is that simple.
Posted by: Truth Be Told | 7/13/2008 10:12:32 PM
Well, from my point of view, the pathological narcissism and greed that our particular brand of western capitalism both generates and profits from will be exactly the cause of its extinction. Why would potential parents choose to spend money and time focusing on the needs of a little tyke when they could just focus on self-improvement and satisfaction. We will consume ourselves out of existence. Hey, I think there’s a movie in that. Disney are you listening?
Posted by: Devandra | 7/13/2008 7:50:13 PM
While I completely agree with your argument that a decline in parenthood would hurt traditional family films, you are missing the point about Pixar.
Pixar is a brand, and while it is owned by Disney, their success has always been attributed to creating great films that supersede the expectations of any sort of animation or "family" film. I make sure I am always first in line for Pixar films (along with my girlfriend, and we are definitely child-less) and this is true of huge amounts of people.
As you've seen with Wall-E, it is getting praise on levels much higher than that of a "family film" but is being graded as a science fiction film, as well as being recognized for its mastery of storytelling as a whole.
Furthermore, Pixar has always been known for this -- creating films that adults love to watch just as much as kids.
Pixar films are not films that parents see with their children because they have to. Pixar films just happen to be completely enjoyable by all demographics at the same time.
Posted by: Daniel | 7/11/2008 11:37:14 PM
that's a good point. i can't see why anyone would want to raise a kid these days. i love doing what i want when i want -- with kids you can forget that
the implications for the movie biz, while a bit hypothetical at this point, are still a there
Posted by: alan | 7/11/2008 6:46:52 PM