While we shouldn’t expect to see Mouse Ears Over Moscow, Disney is moving into Russia:
Now, Walt Disney Co. is getting ready to do just that. The creator of Mickey Mouse and Cinderella is planning to sprinkle its moviemaking fairy dust in the land of Dostoyevsky and Tolstoy. By yearend, Disney expects to start shooting its first film in Russia with Russian-speaking actors, likely based on traditional children’s stories. “We want Russian families to go to the cinema to watch a Disney movie, but this movie need not be produced in Hollywood,” says Marina Jigalova-Ozkan, managing director of Disney’s Russian operation.The film—the first of many, the company says, though it’s not revealing details—is part of Disney’s new push in Russia. The entertainment giant opened its Moscow office just over a year ago and now employs more than 50 people. A new Russian-language Disney TV channel is due to be launched this autumn. In January the company teamed up with Sony Pictures Entertainment to create a joint venture for distributing Disney films in Russia. And Disney on Ice, a skating show featuring the likes of Snow White and Sleeping Beauty, came to Russia for the first time in May, selling out shows in Moscow and St. Petersburg. “Russia is a priority country,” says Andy Bird, president of Walt Disney International. “We see the potential for growth for several years down the line.”
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Today, Disney is making real money in Russia. Overall box office sales in former Soviet lands are expected to hit $590 million this year, up from just $18 million in 1999. Disney has benefited more than most from that jump. Its box-office receipts last year climbed to $50 million as Pirates of the Caribbean: Dead Man’s Chest became Russia’s best-selling foreign film ever, with sales of $31 million. The latest installment promises to do even better: Helped by a barrage of prerelease publicity, including billboards four stories high, the swashbuckler attracted 2.3 million viewers and $14 million in sales on its opening weekend, a Russian record.