page_title: Alice in Wonderland (2010 film)
section_title: Marketing
hierarchical_section_title: Alice in Wonderland (2010 film) / Release / Marketing
caption_attribution_description: Disney's California Adventure performing group Mad T Party. Alice and the Dormouse.
context_page_description: Alice in Wonderland is a 2010 American dark fantasy adventure film directed by Tim Burton from a screenplay written by Linda Woolverton. The film stars Johnny Depp, Anne Hathaway, Helena Bonham Carter, Crispin Glover, Matt Lucas, and Mia Wasikowska, and features the voices of Alan Rickman, Stephen Fry, Michael Sheen, and Timothy Spall. Loosely inspired by Lewis Carroll's fantasy novels, Alice's Adventures in Wonderland and Through the Looking-Glass, and Walt Disney's 1951 animated film of the same name, the film tells the story of a nineteen-year-old Alice Kingsleigh, who is told that she can restore the White Queen to her throne, with the help of the Mad Hatter. She is the only one who can slay the Jabberwocky, a dragon-like creature that is controlled by the Red Queen and terrorizes Underland's inhabitants. In this situation, Alice fights against the Red Queen to protect the world.
  Alice in Wonderland was produced by Walt Disney Pictures and shot in the United Kingdom and the United States.
context_section_description: On June 22, 2009, the first pictures of the film were released, showing Depp as the Mad Hatter, Hathaway as the White Queen, Bonham Carter as the Red Queen and Lucas as Tweedledee and Tweedledum. A new image of Alice was also released. In July, new photos emerged of Alice holding a white rabbit, the Mad Hatter with a hare, the Red Queen holding a pig, and the White Queen with a mouse.
  On July 22, 2009, a teaser trailer from the Mad Hatter's point of view was released on IGN but was shortly taken down because Disney claimed that the trailer was not supposed to be out yet. The teaser was also planned to premiere along with a trailer of Robert Zemeckis' film adaptation of A Christmas Carol on July 24, 2009 for G-Force. The following day, the teaser trailer premiered at Comic-Con but the trailer shown was different from the one that leaked. The ComicCon version didn't have the Mad Hatter's dialogue. Instead, it featured "Time to Pretend" by MGMT, and the clips shown were in different order than in the leaked version. The leaked version was originally to be shown to one of the three Facebook groups used to promote the film that had the most members. The groups used to promote the film are "The Loyal Subjects of the Red Queen", "The Loyal Subjects of the White Queen" and "The Disloyal Subjects of the Mad Hatter".
  Also at ComicCon, props from the film were displayed in an "Alice in Wonderland" exhibit. Costumes featured in the exhibit included the Red Queen's dress, chair, wig, glasses, and scepter; the White Queen's dress, wig and a small model of her castle; the Mad Hatter's suit, hat, wig, chair and table; Alice's dress and battle armor (to slay the Jabberwocky). Other props included the "DRINK ME" bottles, the keys, an "EAT ME" pastry and stand-in models of the White Rabbit and March Hare.
  A nighttime party area at the Disney California Adventure theme park was created, called "Mad T Party".
caption: Mad T Party at California Adventure, showing the Dormouse on guitar, Cheshire Cat on drums, and Alice as lead singer.
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