Support for LAist comes from
We Explain L.A.
Stay Connected

Share This

This is an archival story that predates current editorial management.

This archival content was written, edited, and published prior to LAist's acquisition by its current owner, Southern California Public Radio ("SCPR"). Content, such as language choice and subject matter, in archival articles therefore may not align with SCPR's current editorial standards. To learn more about those standards and why we make this distinction, please click here.

News

The Real Reason Becks Moved to LA

Before you read more...
Dear reader, we're asking you to help us keep local news available for all. Your financial support keeps our stories free to read, instead of hidden behind paywalls. We believe when reliable local reporting is widely available, the entire community benefits. Thank you for investing in your neighborhood.
5b2bc1fd4488b30009269e6b-original.jpg

You’ve seen it all day. We’ve seen it all day. We refreshed and refreshed as we waited for a new banner ad to appear in Yahoo’s top right ad space. No luck. So now, as we count down to an appropriate moment for Happy Hour drinking to begin, we must ask the obvious: What the hell is David Beckham doing on a white horse? Riding in to save the future seasons of LA’s own Galaxy? A metaphor that is a little too on-point in our book.

If you have the patience to watch the banner ad do its rotation dance, you quickly realize it gets worse. Scarlett Johannson as Cinderella. Fine. A bit of a stretch, but one we can handle. Beyonce as Alice in Wonderland, however, is where we draw the line. Especially with Lyle Lovett and Oliver Platt in tow. As text floats over their faces, highlighting Disney's "Year of a Million Dreams", we can't help but think it all seems a bit forced, even though genius Annie Leibowitz took the photos.

What do any of these stars have to do with Disneyland and the Year of a Million Dreams? Not much.The million dream march, which started last October and continues through 2007, offers guests the chance to win prizes daily. The mega-prize includes a stay in the Cinderella Castle or the Disneyland Hotel. In this day and age, it seems that wishing upon a star must actually include a (movie or international sport) star. Consider it Disney’s big push to increase park attendance at all of their Disney parks worldwide.

Support for LAist comes from

We understand the need for advertising. We can see how attendance might be down as the kiddies these days are more into their gadgets than shaking a fake Mickey Mouse’s hand. We wonder, though, if Disney has chosen the most successful route. Do children (and childish adults) really dream about Becks on a horse? Perhaps we should ask the Galaxy what they dream about. We’re guessing it doesn’t include the white horse. The fire behind Beckham's head? Possibly. At the very least, consider this fair warning: the Becks branding machineis quickly gaining momentum.