With the Motifilmoney Extra, I'm Chris Hill.

Within the movie industry, Disney is a big player.

Last year, Disney produced movies accounted for a third of the total US film market.

But within the Disney Corporation itself, the studio business generates less than 15%

of overall revenue.

That's where things like merchandising come in.

The e-mouse hasn't been on the big screen in a long time, but Disney has sold billions

of dollars worth of stuff with Mickey's logo and likeness.

Ed Catmill is one of the co-founders of Pixar, and before his recent retirement, he was

the president of Pixar Animation and Disney Animation.

This is someone who helped revolutionize not just animated films, but the overall movie

industry.

So when we spoke a few years ago, I asked him about how much pressure Pixar and Disney

Animation get from the merchandising side of the company.

When we make our films, we have a span of risks.

Now we want them to all be great films, so that goes without saying.

But it's clear that if you make something like, we just announce the Incredibles 2 as

an example, then the public wants it, consumer products wants it.

It will be difficult to make, but Brad Bird is excited about doing it.

So why would it be difficult?

It's a low-risk idea.

So there's a certain range of our films with which are low-risk.

...