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Having grown tired of the limitations a seven-minute cartoon placed on his artistry, Walt Disney couldn't wait to tackle long-form animation. With the success of The Three Little Pigs, Disney earmarked $250,000, ten times the cost of an average Silly Symphony, to create a feature-length cartoon.

This was a frightfully bold move for Disney. Exhibitors were not willing to fork over big bucks for the privilege of showing a cartoon.Even though The Three Little Pigs took in an astronomical $60,000, the major studios looked upon cartoons as little more than an added expenditure to get people to attend their features.

Disney, yet to venture into live-action filmmaking, had nothing to peddle but animated shorts. In his indispensable book Hollywood Cartoons, author Michael Barrier quotes Disney's take on how to make money at the box office: Snow White is "our only solution to build our prestige through quality to the point where public demand forced the exhibitor to pay more for our product."

It's far from the first film to do promotional tie-ins (Felix the Cat, Mickey Mouse, and several other cartoon superstars were there first), but were it not for merchandising through the sale of toys, games, records, mens' hats, washing machines, cocoanut-filled "butter cups," fur storage, florists, and the like, chances are Snow White may never have turned a profit.

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The Reading Eagle. February 6, 1938.

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The Montreal Gazette. February 25, 1938.

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The Vancouver Sun. March 10, 1938.

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The Vancouver Sun. March 11, 1938.

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The Calgary Daily Herald. March 25, 1938.

The following ads are taken from a two-page spread in the March 25, 1938 edition of The Calgary Daily Herald.

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The following ads are taken from a full-page spread in the March 21, 1938 edition of The Leader-Post.

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4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
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