Market Poetics

Oswald the Lucky Rabbit, a predecessor to Mickey (once Mortimer, until Walt's wife requested a less pompous marque for their mouse) was traded by NBC/Universal to Disney/ESPN for sportscaster Al Michaels. “Yes, the prodigal rabbit has come home,” said John Canemaker, director of Animation Studies at NYU’s Tisch School of the Arts. “I think it’s really kind of poetic in a way, how it all has come around.”