How is it that a studio that once represented the height of creativity in filmmaking is now clinging onto the tails of tired Internet memes to promote its films? This viral ad for Disney’s Tangled is based on the “double rainbow” meme, and unlike the blammed Up, it’s not a parody.I want to like Tangled but Disney's marketing up to this point has been awful. As a general rule, large corporations should not hitch their wagons to internet memes.
Disney hired a new movie marketing chief back in April. She sounded promising, but if this is typical of her work I am less than impressed.