Shamelessly lifted from File 770:
SEEKING AUTHENTICITY. The Washington Post’s Michael Cavna, in “How Pixar’s ‘Coco’ became a huge box-office hit”, looks at the ways that Disney/Pixar worked with Mexican consultants on Coco, which not only solved cultural sensitivity problems, but made for a better story.
The company was about two years into the making of “Coco” when it committed a significant PR blunder. For its marketing, Disney in 2013 applied to trademark “Día de los Muertos” — the Mexican holiday the movie centers on — sparking a backlash from prominent Latino voices.
Mexican American cartoonist Lalo Alcaraz (“La Cucaracha”) helped give image to the outcry. Alcaraz, who had tweeted that trying to brand the holiday came across as “awful and crass,” created the Mickey Mouse-spoofing cartoon “Muerto Mouse,” with the caption: “It’s coming to trademark your cultura.”
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According to Jason Katz, the story supervisor on “Coco,” the backlash to the Southern California parent company’s trademark attempt was tough to take in the Bay Area, where Pixar’s Emeryville studio is located.
“Working at Pixar, you’re in a little bit of a bubble. We’re removed from the machine to a certain extent,” Katz told The Post’s Comic Riffs while in Washington. “[We were] trying to be as genuine and authentic as you can. It wasn’t something we were expecting. We were all just disappointed and sad.”
The incident, though, led to a realization. “We needed to make sure that even though we were reaching out to folks, we needed to make this movie differently than any other movie we’d made…”