Young animator and entrepreneur Walt Disney was beginning to learn the brutal world of competitive business when he introduced his new cartoon character, Oswald the Lucky Rabbit. After four years of creating the live action animated series "Alice Comedies," the 25-year-old film studio owner made the decision to create just cartoons. He and his primary animator, Ub Iwerks, developed a revolutionary character who, for the first time in animation land, had personality traits of a human, a rabbit who was "peppy, alert, saucy and venturesome, keeping him also neat and trim," described Disney.
His team of cartoonists drew up Disney's first Oswald pilot. His New York City producers, George Walker and Charles Mintz, whom Walt had a somewhat strained working relationship, presented the short film to Universal Studios. Once Universal reviewed the Oswald short, 'Poor Papa,' it dismissed the rabbit completely ('Poor Papa' was released by Universal the following year). Citing poor production values and the lack of detail on Oswald, the studio felt the main character was too old and fat. Oswald's contemporary competitors, Felix the Cat, Koko the Clown and Krazy Kat, were all cardboard figures who reacted to situations they found themselves in. Oswald was different. He was responsible for his own actions, and suffered his own consequences when he was wrong.
Disney and his team researched the live-action comedies of Harold Lloyd, Charlie Chaplin and Buster Keaton as a basis to build storylines reflective of Oswald's personality. Walt introduced to animation the language of cinema, using cross-cutting editing to heighten suspense. Disney also included multiple characters, and extensive detailing of his cartoons' personalities to launch a new era in cartoons. When Universal reviewed Disney's second effort on Oswald, "Trolly Troubles," released in September 1927, the studio loved it and ordered several installments of the series. The lucrative contract, $500 per cartoon, allowed Disney to increase his staff of animators to 20.
"Trolley Troubles" immediately shows the entrepreneurial spirit of Oswald as he organizes his trolly to transport a bunch of bunnies and other animals. Through quick thinking and ingenuity, Oswald navigates his way through a number of obstacles, including tracks that drastically widen and narrow, a cow sitting on the tracks, and a high hill his trolley has trouble climbing.
As the series became successful, with Disney's company creating 26 fully animated cartoons, Iwerks smelled a rat in George Winkler. Whenever the producer dropped by the small Disney studio to pick up the latest Oswald film, Winkler spread the word to Walt's animators Mintz was hiring at a higher salary than Disney. When Walt visited Mintz's office in New York City in the spring of 1928 to sign a renewal contract for the Oswald series, he was handed a proposal from Universal. The studio wanted to continue to buy his rabbit cartoons, but with a 20% pay reduction. Surprised by the lesser amount, and with most of his animators working for Mintz and his company (later known as Screen Gems), Walt was confronted by Mintz's take-it or leave-it offer. In the same meeting Disney discovered Universal owned all the intellectual property rights to the Lucky Rabbit.
With a sickening feeling in his gut, Disney knew the gig was up with Oswald. Instead of being despondent over the course of events, he draw up a new character while traveling the long hours on the train back to California. He recalled a friendly mouse during his Kansas City days at the Laugh-O-Gram Studio whom he occasionally fed. He drew a rough sketch of the mouse and called him 'Mortimer Mouse." The rodent became the character that eventually built the Disney entertainment company we know so well today.
In a footnote concerning Oswald the Lucky Rabbit 80 years after the cartoon character was taken from Disney: NBC, whose parent company is Universal Studios, won the rights to televise the NFL Sunday night broadcasts over ABC and ESPN. Sportscaster Al Michaels had been contracted by Disney's ABC for many years. But he made it known he wanted to join John Madden at NBC for the night games. Disney's CEO Bob Iger made a deal that among some minor assets NBC possessed in its inventory, he wanted to get all the Oswald The Lucky Rabbit cartoons Walt produced as well as the entire Oswald property rights in return for Michaels. Universal Studios heartedly agreed, returning Oswald to his origins. Disney to this day continues to market Oswald as a trademark marketing tool. Said Michaels on the trade: "Oswald is definitely worth more than a fourth-round draft choice. I'm going to be a trivia answer someday."
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