Disney dishes up a gamble

In the new computer-animated comedy "Ratatouille," Remy the rat dreams of becoming a great chef.

But Remy has a problem: He's an unwelcome intruder in the kitchen of a gourmet Parisian restaurant where he yearns to work.

Likewise, Walt Disney Co. and its Pixar Animation Studios knew early on that they could end up chasing their tails if they didn't figure out how to sell "Ratatouille's" unsavory plot to kids and their parents who have plenty of choices. Not only are rodents in restaurants an unappetizing notion, but the movie arrives today with a buffet of other family films waiting to be served up.

"This is the toughest movie we've ever had to market," concedes Ed Catmull, president of Pixar and Disney Animation Studios. "It's difficult to convey such an odd premise -- rats and cooking....We're in unknown territory."

That's just one of the marketing challenges Disney and Pixar have faced trying to lure audiences. Merchandise sales are another: Stores are overflowing with items from "Spider-Man 3," "Shrek the Third," the upcoming "Transformers" and other movies, making it tougher to persuade parents to spend an additional $7.99 to $19.99 on a plush rat.

In Hollywood and on Wall Street, "Ratatouille" is being closely watched as the first film released since Disney acquired its longtime partner last year for $7.4 billion. So far, Pixar is a perfect seven-for-seven at producing hits.

Disney and Pixar used to share the movie costs. Now, Disney foots the entire bill, which, in the case of "Ratatouille," comes to more than $200 million in production and worldwide marketing expenditures.

Most industry watchers are convinced that the quirky subject is a gamble at the box office. Some analysts believe "Ratatouille" may not perform up to the blockbuster level of such past Pixar gems as "Finding Nemo," "The Incredibles," "Cars" and "Toy Story 2," all of which grossed more than $450 million worldwide.

The good news for Disney is that reviews have been overwhelmingly positive. Time magazine's Richard Corliss called the film "solid, seductive story-telling. Look for Pixar to extend its unbeaten streak to eight."

Even if "Ratatouille" falls short, analysts believe Disney's decision to acquire the industry's top computer animator was a winner.

"It's an important movie," said media analyst Jessica Reif Cohen at Merrill Lynch & Co. "But even if it underperforms the other Pixar films, the acquisition won't be judged by this movie alone."