Disney thinks local; Should we all be thinking that way?

The Walt Disney Company is going local. They are making movies that are; get ready for this, not meant for American audiences. 

That’s what a very interesting article in the New York Times had to say. Entitled, “Home of the Mouse Finds Box Office Success in the Land of the Bear,” the article reports on the company’s efforts in Russia. It seems that the The Walt Disney Company has made “Kniga Masterov” (“The Book the Masters”) which is based upon old Russian folk tales. 

It was written by Russians, acted by Russians and produced the The Walt Disney Company. Why are they doing it? Because, “…dubbed American blockbusters are not longer enough to maintain a foothold in lucrative foreign markets. Some local flavor is now required.”

It seems that Russia, China and South America are on the way to creating their own Bollywoods and challenging Disney with movies that feel authentic to foreign audiences because, well, they are. So, Disney is not one to lie down for anyone, anywhere, anytime so they are getting into the business of taking on local challengers.

I think this is an interesting development and one that could presage what may be coming for anyone interested in producing products for foreign markets. A rise in a local economy may in turn generate a rise in cultural identity. That one size fits all look for dolls and action figure may not fit as well in a world full of people that more and more crave products that look and sound like them.