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It makes it harder to make a company like Disney focus resources on something when they can go make Toy Story or buy a cruise ship. (This is particularly baffling given the emphasis on American history in the Liberty Square area of Walt Disney World’s Magic Kingdom or in the American pavilion at EPCOT’s World Showcase.) “It never caught on, even though there were a lot of consumer products, it never caught on as an independent franchise. “They never figured out a way to intergrade it into the parks,” Reed continued.
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The kind of movie Disney used to make pretty regularly (hello, Another Stakeout and Three Men and a Little Lady!) but not so much anymore. It was more of a movie with a sequel and National Treasure 3 would have been another sequel.” So, unlike, say, the Pirates of the Caribbean, which is very clearly a capital-F franchise or something like the Marvel Cinematic Universe or Star Wars, National Treasure was a run-of-the-mill, humdrum movie with its own run-of-the-mill, humdrum sequel. Reed then offered his analysis of why a subsequent film never went forward: “What I felt happened is even though the movies were extremely successful and had a really strong fanbase, it’s a movie that gets brought up all the time, the company was never able to capitalize on it as a franchise. The relationship soured after a string of big budgeted underperformers and was completely killed by the costly bomb The Lone Ranger.)
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(This was back when Bruckheimer had a lucrative deal with Disney following the release of Pirates of the Caribbean: The Curse of the Black Pearl. At the time he worked closely with Bruckheimer on projects like Pearl Harbor, King Arthur, Déjà vu, Prince of Persia: The Sands of Time and, of course, the National Treasure films. I worked on those from inception,” Reed said. “I tried my damnedest to get National Treasure 3 up.