How Disney Kept the ‘Descendants’ Hot Streak Alive After Stars’ Departures

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As a gamer with a deep-rooted love for Disney and its magical world, I must say that the latest installment of the Descendants franchise, Rise of Red, has truly captured my heart. The way it seamlessly integrates new characters into the established universe while maintaining the essence of the original films is nothing short of impressive. It’s like being a kid in a candy store, where each new character is a different flavor of sweetness!

In the opening scenes of “Descendants: Rise of Red,” I found myself amidst an unexpected development – a royal decree that opened the doors of Auradon Prep, the prestigious boarding school for Disney’s beloved characters, to a fresh batch of VKs, or villain’s kids, descendants of Disney’s most cunning anti-heroes. The air was thick with excitement as admission letters fluttered like enchanted spells, marking the beginning of an exciting new chapter in the Descendants saga.

Since 2015, the “Descendants” series of coming-of-age films have served as major attractions on the Disney Channel. The first installment, titled “Descendants: Wicked World“, captured the hearts of children and teens. The subsequent sequels, “Descendants 2: It’s Going Down” (2017) and “Descendants 3” (2019), followed suit, each becoming the most-watched TV movie among viewers aged 6-14 when they premiered. The latest addition to the franchise, “Rise of Red“, released in July, continued this trend, garnering a record-breaking 6.7 million views on Disney+, marking it as the most-viewed original film premiere for Disney Branded Television studio.

The victory was significant for the streamer because the movie introduces a fresh set of characters, different from those seen in the previous films. At the start of Rise of Red, there’s a voiceover explaining that the main characters from the first three movies are embarking on new journeys. In reality, the original cast members have moved on and diversified their careers beyond the Disney Channel. For instance, Dove Cameron, who played Maleficent’s daughter Mal, had recurring roles in AppleTV+’s series Schmigadoon! and released a solo album in 2023. Sofia Carson (Evie, the daughter of Snow White’s Evil Queen) starred in the 2022 Netflix film Purple Hearts and wrote and performed songs for its soundtrack. Booboo Stewart (Jafar’s son Jay) has also ventured into independent films. Sadly, Cameron Boyce, who played Cruella del Vil’s son Carlos, passed away at the age of 19 due to an epileptic seizure in 2019.

As a gaming enthusiast, I found myself pondering over a familiar challenge: Should I expand this epic game franchise or bring its thrilling story to a satisfying conclusion after years of success? Similar thoughts crossed the mind of Disney Branded Television President Ayo Davis.

Davis believed the Descendants could grow.

“As a die-hard fan, I recognize the significance of introducing fresh faces to continue our beloved storyline. We sought after an exceptional group of budding talents, capable of breathing life into these new characters without losing the essence that longtime fans cherish. Our goal was to invite both old and new generations on this exciting journey together,” says Davis.

As a gaming enthusiast, I’m thrilled about the latest additions to the cast of “Rise of Red.” The British sensation Rita Ora joins us as the charismatic Queen of Hearts, while Kylie Cantrall, famously known for her role in “Gabby Duran & the Unsittables,” brings Red, the Queen’s daughter, to life. Brandy Norwood and Paulo Montalban are back in their enchanting roles as Cinderella and Prince Christopher from the 1997 ABC TV movie “Cinderella.” Malia Baker, recognized for her work on Netflix’s “The Baby-Sitters Club,” takes on the role of their daughter Chloe. Can’t wait to see these talented actors breathe life into these iconic characters!

In “Descendants: Rise of Red,” not only did we meet fresh characters but the narrative expanded the boundaries of the Magical Kingdom. Tracks from the movie topped both Billboard‘s soundtracks and children’s albums charts, with popular songs like “Red,” “Life is Sweeter,” and “What’s My Name (Red Version)” garnering over 10 million views on YouTube.

The secret behind the ongoing prosperity of “Descendants” isn’t tied to particular actors or characters; instead, it lies in the compelling narrative and a memorable song performance according to Davis.

At Disney Branded, we focus on creating stories filled with magic, adventure, awe, and emotion. This is something we frequently discuss, as stated by Davis, who was appointed president in 2021. What truly captivates children, whether it’s series like Descendants, or Hannah Montana, or Jonas Brothers, or Zombies, is the element of music. We recognize that music transcends borders and speaks to everyone, as does dancing and dressing up in costumes.

Davis admitted that the fresh tale doesn’t deviate significantly from the previous content. He explained, “The shared motif that we’ve skillfully incorporated into all the stories – from numbers 1, 2, 3, and 4 – resonates with children globally. The music, the dancing, the creation of worlds, the magical elements, and the adventure – it’s these fundamental aspects that encourage kids to become fully engrossed in the setting… to breathe life into these characters… and aspire to be just like them.”

As a die-hard Descendants fan, I can proudly say that this franchise has taken over more than just our TV screens. Over six million plush dolls and nine million books have found their way into homes, and for an impressive seven years straight (from 2015 to 2021), Descendants character costumes were among Disney’s top-five best-selling merchandise! Before the release of Rise of Red, songs from the earlier films had amassed a staggering 15 billion streams across audio and video platforms, not to mention racking up an astonishing 8 billion views on TikTok.

2023 marked a special milestone for Disney Branded Television as it turned 40. My team and I were thrilled to contribute to this celebration by bringing another cherished franchise to life: Percy Jackson and the Olympians. When people ask me if our marketing strategy for the recent series, which features a fresh cast, influenced how we would promote Descendants, my response is always the same – “The insights we gained from Percy, since it was our first project, were all about being thoughtful in our approach.”

Davis further explains: “We always aim to keep our loyal fans connected to the characters they’ve grown to love. It was crucial for us to continue the stories in a way that would expand upon what we had already established. What made Percy unique is that we were given the chance to transform a delightful film into an extensive television series, allowing families and children to immerse themselves in these beloved characters for much longer than a typical 90-minute movie. Additionally, having Rick Riordan, the author of the books, endorse this transformation was significant.”

“Davis says, ‘Descendants is like our child, it has been with us for more than a decade.’ It’s heartening to see us taking over five years after Descendants 3… They did an exceptional job in shaping the story that preserved its legacy, kept the spirit of the original characters intact, and created a universe that allowed us to explore new realms based on it.'”

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2024-08-22 01:56