It’s Day 2 of TV Today’s High School Musical week, with a HSM-related post every day until Friday, when High School Musical 2 premieres in the UK on Disney Channel.
Today, here’s an exclusive interview with Rob Gilby, managing director of Disney Channel UK, and Gary Marsh, President, Entertainment, Disney Channel Worldwide. Portions of Rob’s responses formed an interview we featured in print a couple of weeks ago, and I’ve left out a small segment that we have already covered concerning Disney’s attitude to iTunes.
High School Musical 2 has already become a phenomenal success in the US, where it’s become the highest-rated basic cable telecast ever. Were you expecting it to be that big?
Gary Marsh: With the first one, we knew we’d made a terrific movie. You can’t possibly program a phenomenon, it has to be discovered by people. What’s so wonderful about High School Musical 1 is that people made it their own. It’s not that we marketed it in an extreme fashion, which is a misperception. People found it, and owned it themselves. It was a fresh experience and a novel discovery for people. I think that’s what enabled it to become such a phenomenon. It came became part of their lives, rather tha n us telling them they should pay attention to it.
On High School Musical 2, we knew there was something brewing just by the buzz. We had heard anecdotally about viewing parties, about ten, twenty people gathering to watch HSM. We heard about a mall in Cleveland where they set up lawn chairs and sleeping bags. Five hundred people came to watch in the centre of the mall. So when you start to hear those sort of stories anecdotally, you start to get a sense that this is something larger than your standard television broadcast.
With the first film, you then produced a singalong and dancealong versions. Are you going to be doing the same thing [for HSM2]?
GM: We will have that, and more! Again, it’s really part of the phenomenon. People want to embrace it in multiple ways. Our opportunity is to give them that.