"Disney & Bruckheimer had to push back "Prince of Persia" 's release date by almost a year in order to accommodate this new business plan. But in the long run, the money that these two will save on FX this time around will seriously be worth it.
Mind you, there is a fourth theory out there floating around as to why "Prince of Persia: The Sands of Time" 's release date got pushed back to May of 2010. And that has to do with Disney's expectations for this new Mike Newell movie being so high that ... Well, Mouse House executives just wanted more time in order to co-ordinate a company-wide promotional plan. So that every possible platform at Disney (i.e. Disney Consumer Products, Disney Parks & Resorts, ABC, the Disney Channel, ESPN, Disney.com et al) could then be used to leverage this brand. Elevate "POP" from just being a garden variety summer blockbuster to then becoming ... Well, a "Dark Knight" -like phenomenon".
"Major studios are retrenching as DVD sales decline and credit for future production tightens. Time Warner Inc.’s Warner Bros., Viacom Inc.’s Paramount Pictures, Walt Disney Co. and Lions Gate Entertainment Corp. have said they will make fewer movies to concentrate on those with the best chance of profit. That’s created opportunities for others to step up".