I am so terrified of being stupid that I may never enjoy anything ever again.
A long time ago in a plagueless epoch long past, it was stated well before the term “Millennial” was ever coined that Millennials interact with advertising differently than their parents. Supposedly, studies had been done that Millennials are more naturally resist to ads that worked on their forebearers, and this next generation of consumers required different tactics. No more could you simply stick Lucy Ricardo on the boob tube and have her tell people exactly what chocolate to buy; no, brands had to build a relationship with their audience. Millennials naturally resisted any and all advertisements that were presented as advertisements, and they loudly joked about the futility of blatant product placement. The paradigm has shifted! A new people is born that needs all new practices!
Or maybe they just needed to make a goddamned movie about chipmunks and their decreasing ability to be proper rescue rangers.
Let’s double back on that whole “Millennials react differently to advertising than their parents” thing. It is the opinion of Gogglebob.com and its attendant subsidiaries that this is and always has been bullshit. Yes, we react differently to advertising, but that is going to be true of literally every generation and the 50-year-old advertising executives that never want to change for any reason, ever. But even beyond that, Millennials were raised with a very unusual feeling of anti-permanence. Ever wonder why nerds are so obsessed with the concept of a fictional “canon”? While this has been a problem for generations, this was significantly exacerbated by a very variable childhood for the 80’s boys. The Teenage Mutant Ninja Turtles had a completely different continuity between their action figure box descriptions and their animated series. The Transformers had entirely separate universes if you watched a show or read the comics. Even He-Man, often looked to as the ur-“merchandising as entertainment” toy that kicked off the last forty years, could not master a universe where their stage play was half as fantastic as their box art. And we don’t even acknowledge the movie! So, with such contrasting childhood presentations, is it any wonder that an entire generation of nerds craved an authority to tell them what was “real”?
And, whether you were a turbo nerd that noticed Donatello had markedly different eyes across adaptations or not, this impacted vast swaths of people of a certain age. And that can have some long term ramifications! Kids notice when there are incongruities in their own little universe, and, as they grow into surly teenagers, they eventually identify these “incongruities” as “lies our parents told us”. And, when reaching a certain age means you realize your entire childhood was a slapdash fabrication designed only to get you to bug your parents to go to Toys Я Us right now, cynicism is the only result. Are you surprised that an entire generation would thus crave an ephemeral genuine article, and reflexively reject any further attempt at trickery? We were a generation that read propaganda magazines for fun in our childhood, you can’t just toss us a warmed-up smattering of media leftovers and expect us to roll over and play consumer. We care about our properties, because you made us this way, dad! If we were never meant to know the Zelda timeline, then what was even the point of buying three different Zelda encyclopedias, huh!?
Err… actually… yeah. You can pretty quickly see how marketing switched around from “buy this product because we say so” to “buy this product because it is the real story”. And that “real story” can apply in a lot of different ways. We no longer laud actors, we appreciate their characters. Michael Myers and Seth Green are not selling cars, it is Dr. Evil and son Scott that have a Superbowl spot. Networks are not telling you to go out and buy cat food, it is the silly Adult Swim bumper telling you to buy into the latest streaming service. And Soap Company is all about telling you, dear consumer, that it is now hiring models that are not “model skinny”, as, apparently, Soap Company is the arbiter of whether or not bodies are desirable or not. One way or another, it is all about authority and permission, and advertising agencies have learned that Millennials react well to corporations that are working “with” their audience… even if that authorization is apocryphal.
What right does any company have to tell its audience what is canon? Original author? Sorry, you died. Company that acquired the rights in some merger? You will never undo Jaxxon T. Tumperakki just because you rubbed George’s beard the right way. And speaking of Disney, to even understand the most popular characters in their stable, you have to acknowledge that their stars were always meant to be adaptable cartoon “stars” that could fit into any situation. Mickey Mouse is a steamboat thief and magical warrior king, and he was literally designed to be able to be anything in between. Disney characters can be anything! Stop trying to sell us the “real story” of any given reboot! Stop trying to make “behind the music” for chipmunks!
… Yeah, alright, let’s talk about that trailer.
For any readers stumbling onto this blog post from the far-flung future of three months from now, understand that this entire article was written in response to the launch of the first trailer for Chip ‘N Dale: Rescue Rangers: The 2022 Motion Picture. I have not seen the movie. I have no real idea what the movie is going to look like. It could turn out to be the greatest thing since Citizen Kane (or at least The Lego Movie). I don’t know! But I do know that I had an almost instinctual, gut reaction to the trailer when I first saw it. And, even on a day when they also announced a Bioshock television show, this trailer stuck in my brain unlike any other chunk of media in recent memory. Hell, when was the last time I delayed an FGC post just so I could talk about something that happened “this” week? Maybe a Metroid game…
And why do I care? Well, because this trailer impressed upon me two basic facts:
- I hate it. I hate it so much. This is a beloved children’s property by way of that food movie with the racist bread. This is some lowest common denominator dreck that is going to take potshots at the last thirty years of animation, and act like it is a damn trendsetter for daring to swing at a 2007 CGI movie nobody remembers (Beowulf. Yes it was a movie). You can’t claim you’re “doing a Roger Rabbit”, literally include Roger Rabbit, and then ignore the fact that the world of Roger Rabbit was a jaded metaphor for actual Hollywood, not some joyful romp through the dustbins of the Disney Entertainment Conglomerate.
- This is extremely my jam.
Fuck it! Just fuck it! I am not afraid to admit that this is probably the exact movie I would create if given the chance. Jokes about animation that only make sense to people that remember really specific movies (again, Beowulf)? Sure! Extremely meta concept wherein Disney Stars are actual Disney Stars? It beats rehashing a fight against Fat Cat. And while I might not ever indulge in the tired trope of “washed up stars” and “retired chipmunks”, the high concept lunacy of “CGI makeover” being a toon’s version of plastic surgery is right up my esoteric alley. Throw in an oblique reference to Chip ‘n Dale not having any time for maintaining airships, and you could practically see my signature on the script. And, while I am unlikely to be the person helming any Disney properties anytime soon (despite my prodigious Gargoyles fanfiction), I could even see being completely content with these concepts/gags as part of a comic book. I loved that time Lex Luthor and Porky Pig got to hang out, so a “where are they now” miniseries on the Rescue Rangers would be amazing. Hell, that’s just a little bit south of where the Darkwing Duck comic started anyway! And I loved that thing!
But this is a movie. This is a trailer that is being shared on every social media platform at 10 AM on a Tuesday. This is something that is being covered on every entertainment website ever created, and attached to a bursting comments section showcasing everyone’s slightest thought on the subject. This is something that will be advertised during commercial breaks, youtube pre rolls, and possibly even previews before big screen flicks. Hell, there are even odds this will have a trailer attached to Doctor Strange in the Multiverse of Madness. Chip n’ Dale will not be as ubiquitous as Encanto 2: Bruno’s Behooving, but it is likely to have a significant cultural presence between now and its release.
And that makes me want to kill it. I want to see violence visited upon it. I want it to pay for the crime of being advertised to the masses and being everything I could ever want.
This is pandering. From the first moment they lovingly flash over a Nintendo Entertainment System and its attendant NES cartridge, you know exactly who this trailer is for. This is not for super fans that have a Chip ‘n Dale Rescue Rangers poster on their office wall (that I am currently looking at for inspiration, obviously), this is for people who dimly remember enjoying a cartoon some random weekdays after school. This is for people who can identify a “Nintendo game”, but do not even consider there could be someone out there with those games “mint in box”. This is a trailer aimed squarely at people that will not write 1,634 words (and counting!) about a goddamned movie trailer while pretending they are writing an article for a videogame blog. And I wonder what it is like to not be this crazy.
It would be easy to step back from that statement as “oh you so cray cray” and call it a day, but I feel it is worth examining how I got to here. Strange but true: I wrote this article. All that nonsense about advertising at the top of the page? That is something that I have internalized since I heard the simple fact that “we” are supposed to be more resistant to advertising than our parents. It is something I have seen proven and reinforced over many years. God help me, the fact that I am not easily “tricked” is something that I have made to be part of my own feeling of self. I am someone that does not “fall for” advertising. I am better than that. And, as a result, I am constantly on guard. I know nostalgia has been weaponized against me before. I know there is a Mega Man themed gacha right over there, perfectly willing to bleed my wallet dry in the name of getting Halloween Themed Roll on a good pull. I know I have become the “target demo”, and now my own childhood and hobbies are being used against me. I know they’re all out to get me, dammit! This trailer is the latest in crass pandering to a generation that can never let its guard down, lest corporate forces invade and conquer the whole of the cosmos!
… Or it’s just a silly movie about rescue rodents.
While it may not be their usual, this is a Disney movie, firmly premiering on a Disney-exclusive platform. If Disney could find a way to require any and all viewers to live in Disney sponsored housing while drinking Disney flavored cola, they would absolutely do lock that kind of nonsense down. This is a horrible, greedy company that would gladly ransom your childhood if it meant making an extra six bucks. It grants me no pleasure to do anything that supports such a company or its endeavors.
But on the other hand? This is a movie that I think will be at least worth a watch. This is something that will at least garner a few chuckles, if only because they make fun of that one movie with the Grendel (Beowulf!). I know I could boycott this movie. I know I could live without it. But if I am being honest, I also know that I and literally everyone I know could boycott this movie, and it would impact Disney’s bottom line about as much as closing Disney World: Detroit Location. If I somehow convince my tens of followers that this chipmunk movie is the second coming of Hitler, congratulations, a bunch of people that don’t have Disney Plus anyway are going to hesitate before they pirate the thing. This movie is crass propaganda for a past that never existed meant to profit off a generation already drowning in nostalgia… but what else am I gonna do with a free two hours?
So you know what? Screw it. I know it is an ad. I know this is likely some marketing executive’s wet dream about a Disney Afternoon extended universe (God help me if this movie has a post-credits Bonkers cameo). I know I am being tricked. But, at a certain point, you have to pick your battles. You must acknowledge that maybe being mad at a faceless corporation all the time is only going to hurt you, and never hurt said company. Maybe, at a certain point, you just shut up and enjoy the chipmunk movie.
And whether you make that decision or not, Disney and its nostalgia machine is never going to stop. You know, it never fails…
FGC #619 Chip ‘n Dale Rescue Rangers 2
- System: It was released for the Nintendo Entertainment System in 1994, making it the last Disney Afternoon game on its debut console (Ducktales  was released in ’89). It popped up again on the Disney Afternoon Collection in 2017 for the Xbox One, Playstation 4, Steam, and not the Switch (because we live in Hell).
- Number of players: Chip ‘n Dale are both playable simultaneously, so that’s two rescue rangers.
- Maybe actually talk about the game for a second: Yes, this whole “game” was an excuse to talk about a movie trailer. It’s my blog, I do what I want. Chip ‘n Dale Rescue Rangers 2 is more of Rescue Rangers 1, but with better box physics, and a lack of level select/choose your own path. But at least Gadget gets a sprite! In a perfect world, this would be the Mega Man 2 of Disney Afternoon games, but, as it is, it is a mostly forgotten nicety that is fun to play when you have a chance. Please do not look at eBay to discover how much that chance can cost…
- The Little Things: No overworld map, no route select, and the best you can get out of having any sort of choice is the final three areas can be played in any order. This is a notable step down from the preceding game… but it can be forgiven, because there is some manner of bat-dog boss. Eat that, weird ass alien from the original.
- Further Improvements: There is a level with a ticking-bomb timer! And some of the throwing items have interesting secondary attributes! And all of the bosses have Kirby-esque “return fire” opportunities to attack, rather than tossing a little red ball around. Somebody really identified what was slapdash in CnDRR, and improved it across the board for the sequel. Too bad it was released after everyone stopped playing NES games…
- Favorite Boss: One of the last levels is a clocktower that seems like it was shamelessly imported from a Castlevania. And at the top of the tower is not Death, but an ostrich riding a gear like a unicycle. It is hard to remember anything else after dealing with that kind of nonsense.
- An end: We get the typical Capcom NES ending sequence here, as the heroes teleport away to watch the villain’s castle crumble to dust. But did Fat Cat survive? Well, no, not if you only use further NES games as evidence. Maybe this movie will inspire a retro Chip ‘n Dale Rescue Rangers 3?
- Did you know? Monterey Jack using cheese as a drug metaphor was already part of the text, guys. Like, it was the entire basis of the character. You’re not clever.
- Would I play again: Yes. I’m going to play the Disney Afternoon Collection again, and then I’m going to watch the Disney Afternoon Modern Movie, because I am a loser. I admit defeat. Happy?
What’s next? Okay, now we’re going to hit The Incredible Crash Test Dummies… assuming nothing more interesting happens again. No guarantees! Please look forward to an unknown future!