Identify companies that have been successful at reviving brands What company, brand, industry?
2014 Warner Bros Animation – TV on Cartoon Network
What did they do?
26 Episodes: two 11-minute shorts in each episode
What did it cost?
How long did it take?
” We’ve been working on it, obviously, for well over a year. These things take a long time to actually make, so it’s been the last couple of years. Even figuring out the pitch before that takes a while longer as well.” “It takes about a year to make each one which is industry standard for animation. From pre-production to animation.” Who was Target Market?
Primary: Boys and Girls 3-6
Secondary: Infant Boys and Girls, Kids 6-11, Teens/Adults
Successful character revival to research:
When property was first launched?
First launched at MGM, now owned by WB – Hanna-Barbera
Tom – 1940
Jerry – 1940
Original cartoon, ‘Puss Gets the Boot’ was released in theatres in 1940 1940 – 1958
‘Tom and Jerry’ was aired
13 shorts were released by Gene Deitch from Rembrandt Films
1963 – 1967
Chuck Jones remodeled Tom and Jerry, and produced 34 cartoons 1975 – 1977
The Hanna-Barbera Studio bought Tom and Jerry from MGM and made 48 cartoons 1980 – 1982
Filmation Studios (in association with MGM Television) also tried producing a Tom and Jerry TV series 1986
Tom and Jerry became the property of Turner Entertainment (where the rights stand today via Warner Bros.), and have in subsequent years appeared on Turner-run stations, such as TBS, TNT, Cartoon Network, The WB, Boomerang, and Turner Classic Movies. 1989 – 1994
Hanna-Barbera started production on a new Saturday morning television series, “Tom & Jerry Kids,” featuring the cat and mouse as children 2001, 2005
Individual episodes were created
2006 – 2008
During the first half of 2006, a new series called Tom and Jerry Tales was produced at Warner Bros. Animation. 13 half hour episodes were aired on Boomerang (UK) and Cartoon Network (US). April 2014
Cartoon Network has announced a new series consisting of two 11-minute shorts that will preserve the look, core characters and sensibility of the original theatrical shorts. What was awareness, likeability…other key attributes
Most profitable format of communication: Film, TV, Books, clothing & other merch When and how was property revived?
Why was the property revived?
“[…] Tom and Jerry […] has never really gone away in the past several decades. […] We also did a Tom and Jerry series a couple of years ago, and it seems like they were due for another one. International loves it, domestic loves it, everybody seems to love Tom and Jerry, so it seemed like the natural thing to do.” How was the revival received?
Since Cartoon Network first aired the new Tom and Jerry Show in April, 2014, there are not enough information regarding people’s perception. Details about revival strategy?
Types of products
Television, home video, six storybooks, coloring/activities titles, online activities/games – KidsWB.com Revenue figures, if available
http://historyinworld.blogspot.com/2012/03/history-of-tom-jerry.html http://www.toonzone.net/2014/04/toonzone-interviews-jay-bastian-tom-jerry-show/ http://www.thequeenofswag.com/2014/04/check-out-cartoon-networks-revival-of-the-tom-and-jerry-show.html http://www.b-rights.com/wp-content/uploads/2013/06/TJ-One-Sheet.pdf