Now through May 12, Disney is offering four one-week programs (the first of which is the Princess program) called the Disney Matinee Club.

Disney will be showing select movies at select theaters. During the Princess week, obviously the Disney Princess movies will be showing. Before each movie there will be an interactive feature in which a Disney character comes on screen to talk to the audience. There will be sing-alongs and interactive games – and then a feature film.

The whole point of this marketing scheme is to get little kids, who have grown up among the real-life Disney characters like Miley Cyrus, The Jonas Brothers, and the cast of High School Musical, to fall in love with the Disney characters of older generations and beg their parents to buy them the collection of DVDs.

In addition, at least for the Princess week, Disney is hoping that parents will bring their little girls to the theater dressed in Disney Princess attire – something only available at Disney stores.

The test markets for this idea is Boston, MA and Dallas, TX, which includes the following theaters: AMC Loews Boston Common, AMC Liberty Tree Mall, AMC Framingham, and AMC Methuen, and Showcase Cinema de Lux at Patriot Place.

Anyone going?

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