Disneynature, a wholly owned independent film label that produces nature documentaries, has been around since only 2008, but has produced some high quality films. It's 2009 debut documentary "Earth" took in over $108m alone! Not many documentaries can match that. It seemed like a perfect fit: the marketing and creative savvy of Disney with the untold and amazing stories of nature. After all, it worked in the 1950's and 1960's for Walt Disney's True Life Adventures (Which is what Adventureland is based off of), so Disney should have a partnership that focuses on this channel.
The next several films though were not as successful as "Earth" and saw continued diminished returns. "Oceans" made $82m (still a very respectable number), "African Cats" only made $25m, "Crimson Wing" made even less, etc. Currently, the newest film "Chimpanzee" is out in theaters and does not seem to be faring much better. So I ask the question: why the drop off in viewership? Did viewers go to "Earth" simply because it was a novel idea, but soon grew tired of it? I do not believe so. I believe the answers lies in marketing...or lack thereof.
"Earth" and "Oceans" received large amounts of publicity and marketing, but follow on films did not. This makes sense if you view in the sense that you're limiting damage from a potentially bad movie...i.e., strictly from an investment lens. This however cannot be the only approach taken because we must realize that A DOCUMENTARY CANNOT BE MEASURED AGAINST A FEATURE FILM IN TERMS OF GROSS. Documentaries are not going to be widely popular in theaters, but will find their niche in DVD/Blu ray players across the world. Disneynature provides a fresh view of the world, but it must continue to do so. Disney needs to get MORE involved in the story part of the films and then PROMOTE them heavily. It is sad that there has not been a 2013 announce Disneynature film. Does this mean the end is drawing near for this label? I sure hope not. Disney cannot just be a traditional entertainment company, they must lead the way into forays that other companies wouldn't go near. If Disney cannot make a successful Documentary film label then nobody can, but keep this in perspective, it's only been a few years and the marketing just hasn't been there. Potential stories are everywhere- Insects, Bees, Trees, Rocks, Glaciers, A Day inside a Zoo...etc. However, Disney must actively seek to make these films work. People will not simply go to see footage of nature, they must have a buy-in, and Disney must provide them that.
