Is That Really All, Folks?: The Re-emergence of the Warner Bros. Cartoon

In 2008, Warner Home Video released what appeared to be the last in a series of box sets documenting some of the best footage from the Golden Age of cartoons: The Looney Tunes Golden Collection. With six volumes in the set, and approximately 60 cartoons contained in each release (excluding unreleased bonus cartoons found in special features), Warner Bros. delivered a real treat for the adult animation fanatic, having released a total of more than 360 cartoons from the vaults over a five year period – including some shorts that had not previously seen a home video debut. But then came sad news; sad, but inevitable news. The Looney Tunes Golden Collection was discontinued. This came as no surprise. Sadly, the casual viewer immediately aligns the animated genre with young audiences – in fact, even now, you’ll likely find the box sets in the children’s sections of DVD stores, despite the fact that the disclaimers on the reverse clearly indicate that they pertain solely to the adult collector. Regardless, with little to no publicity, and delayed releases outside of the US, their discontinuation was expected, as was their displacement by far inferior sets (eg: the Platinum Collection).

Obviously, Warner Bros. have had to reconsider the popularity of their animated canon. Though the Looney Tunes aren’t dead, attempts to renew their popularity in recent decades have seen middling success. After a surprising resurgence period in the 1990s, with theatrical releases including Carrotblanca (1995) and the feature film Space Jam (1996), it seemed Bugs Bunny and co were onto a winner. But since the early noughties, their popularity has been waning. Looney Tunes: Back in Action (2003) proved a box office bomb (somewhat unfairly), and the more recent attempt to rejuvenate the Tunes in the body of a sitcom in The Looney Tunes Show received lukewarm responses at best. Not even the mediocre straight-to-DVD effort Bah, Humduck! A Looney Tunes Christmas (2006) was able to revive people’s long-dormant interest in the franchise.

But it seems Warner Bros. aren’t giving up just yet. This August sees the release of new straight-to-DVD feature Looney Tunes: Rabbits Run, the first since the aforementioned holiday special. The film focuses on the adventures of Bugs and Lola Bunny after they become embroiled in a scheme concerning the invention of an invisibility spray*. Whether or not it will prove successful is too soon to say, but with little publicity so far, it looks doubtful. In fact, if it turns out as bland and forgettable as Humduck, it might seem as though they’re beating a dead horse. In any case, it will never reach the heights of Warner Bros. in their prime – but we would never expect it to. On a positive note, maybe, just maybe, it will help regenerate enough interest in the Looney Tunes to revive the Golden Collection, which as of yet proves to be the best set of restored cartoons and short documentaries available to an adult audience. While I would love that to be the case, however, I’ve a feeling that might be wishful thinking. Considering the fact that the Looney Tunes is the longest-running cartoon series in history, it’s disturbingly unpopular, at least where DVD and Blu-ray sales are concerned. But “why is this important?” I hear you ask. Well, should this mediocre reception continue, then the future of a certain ‘wascally wabbit’ looks uncertain. Either this upcoming release will invoke a resurgence in the Looney Tunes, or Warner Bros. will send our beloved anthropomorphic ensemble plunging down the rabbit hole. Ultimately, that’s what’s up, doc.

*Cartoon Brew: http://www.cartoonbrew.com/dvd/bugs-bunny-to-return-in-direct-to-video-rabbits-run-112739.html