1 gen 1930 anni - Walt Disney Pushes on

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Not one to rest on his laurels, Walt Disney soon produced another series—the Silly Symphonies—to go with the Mickey series. It featured different casts of characters in each film and enabled animators to experiment with stories that relied less on the gags and quick humor of the Mickey cartoons and more on mood, emotion, and musical themes. Eventually the Silly Symphonies turned into the training ground for all Disney artists as they prepared for the advent of animated feature films. Flowers and Trees, a Silly Symphony and the first full-color cartoon, won the Academy Award® for Best Cartoon for 1932, the first year that the Academy offered such a category. For the rest of that decade, a Disney cartoon won the Oscar® every year.

While the cartoons were gaining popularity in movie houses, the Disney staff found that merchandising the characters was an additional source of revenue. A man in New York offered Walt $300 for the license to put Mickey Mouse on some pencil tablets he was manufacturing. Walt Disney needed the $300, so he said okay. That was the start of Disney merchandising. Soon there were Mickey Mouse dolls, dishes, toothbrushes, radios, figurines—almost everything you could think of bore Mickey’s likeness. The year 1930 was a big one for the mouse that started it all, as it saw the first Mickey Mouse book and newspaper comic strip published.

One night in 1934, Walt informed his animators that they were going to make an animated feature film, and then he told them the story of Snow White and the Seven Dwarfs. There were some skeptics in the group, but before long everyone had caught Walt’s enthusiasm, and work began in earnest. It took three years, but the landmark film debuted on December 21, 1937 and became a spectacular hit. Snow White soon became the highest-grossing film of all time, a record it held until it was surpassed by Gone with the Wind. Now Walt Disney’s studio had firmer footing. The short cartoons paid the bills, but Walt knew that future profits would come from feature films.

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