Global Network


November 15, 2018

Release of a Special Movie Featuring a Disney Song
Communicating the merits of Eco-Drive*1 light-powered technology through the iconic Disney song “I’m Late” from the animated feature Alice in Wonderland

Citizen Watch Co., Ltd. has unveiled its first-ever special movie featuring a Disney song.

Citizen became the Official Timepiece of the Disneyland Resort in California and other four Disney theme parks in March 2018. As part of that promotional alliance, Citizen has produced a special movie featuring the well-known song “I’m Late” from Disney’s animated feature Alice in Wonderland. It will be released on 15 November.

The first special movie uses “I’m Late,” a comic song sung by the White Rabbit—an important character in Alice in Wonderland who lures Alice, the protagonist, down into Wonderland—to promote the merits of light-powered Eco-Drive, a Citizen core technology.

In the original Disney movie, the White Rabbit is forever in a hurry, making him a widely-recognized symbol of someone always pressed for time. The special movie plays up this aspect of his character, deploying the White Rabbit, along with Alice and other distinctive characters, in a humorous story that shows how having an Eco-Drive watch that keeps on running will stop you being late for meetings or dates. Mixing live action and computer graphics, the special movie features a rich variety of characters and scenes from the original animated feature and has a structure that reflects the essence of Disney’s world view.

The special movie will be hosted on Citizen website, the Citizen Official YouTube Channel and Citizen SNS accounts. It can also be seen at the venues of “Disney on Classic*2 ,” a live music event sponsored by Citizen as part of the two companies’ promotional alliance in Japan.

Special Movie:

*1. Eco-Drive is CITIZEN’ s proprietary technology that powers watches using any natural or artificial light source, eliminating the need to replace batteries. Certified as an Eco Mark product for the first time in the watch industry.

*2. Disney on Classic is a recital for adult audiences featuring iconic songs from Disney animation, live-action movies and theme parks, performed live by a full orchestra and singers. As part of its promotional alliance with the Walt Disney Company, Citizen Watch Co., Ltd is sponsoring this event, starting with “Disney on Classic: A Magical Night.” There will be 51 performances around Japan, with the first at Bunkyo Civic Hall in Tokyo on 22 September. The new special movie featuring the Disney song will be shown at some of the venues.

About the California Disneyland® Resort

The Disneyland Resort features two spectacular theme parks –Disneyland (the original Disney theme park) and the reimagined Disney California Adventure Park –plus three hotels and the Downtown Disney District, comprising unique dining, entertainment and shopping experiences. The Resort’s hotels are the luxurious, 948-room Disney’s Grand Californian Hotel & Spa, which also features 50 Disney Vacation Club units; the magical, recently renovated, 973-room Disneyland Hotel –both AAA Four Diamond properties –and the 481-room Disney’s Paradise Pier Hotel with its “day-at-the beach” fun. The Disneyland Resort is committed to providing opportunities for families to spend time together. Last year, the Resort donated nearly $21 million to programs benefitting children and families, and our cast members volunteered at more than 230 community events. With 30,000 cast members, the Disneyland Resort is Orange County’s largest employer and generates $5.7 billion for the Southern California economy. For more information, please call (866) 43-DISNEY.


CITIZEN WATCH, marking its 100th anniversary in 2018, is a true manufacture d'horlogerie with a comprehensive manufacturing process that extends from creating a watch’s individual components to its final assembly. The company operates in more than 130 countries around the world. Since its founding in 1918, CITIZEN have held the belief of “Better Starts Now” — that is, no matter who you are and what you do, it is always possible to make something better, and now is the time to start doing it. Sharing this belief, we have made watches, invented and improved technologies and explored the future of watches such as our propriety light-powered Eco-Drive technologyand state-of-the-art satellite-synchronised timekeeping.