LOS ANGELES – Walt Disney Animation Studios used E3 2012 to promote its November 2 computer-animated feature, Wreck-It Ralph, to the 45,700 attendees of the annual trade show. Disney Interactive Media Group’s massive booth in the South Hall of the Los Angeles Convention Center featured a replica arcade machine from the video game-themed movie as well as a huge stand-up promoting the feature.

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The giant movie screen at the booth played the debut trailer for Wreck-It Ralph in a rotation that included new games like Disney Epic Mickey 2: The Power of Two and Brave: The Video Game. Attendees were also given Wreck-It Ralph t-shirts in the real world, as well as Xbox Live avatar characters wearing those shirts in the virtual world.

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Emmy-winning director Rich Moore (TV’s The Simpsons, Futurama) is bringing audiences into the arcade world with the new family comedy Wreck-It Ralph. Ralph (voice of John C. Reilly, Talladega Nights: The Ballad of Ricky Bobby, Step Brothers) is tired of being overshadowed by Fix-It Felix (voice of Jack McBrayer, 30 Rock), the “good guy” star of their game who always gets to save the day. But after decades doing the same thing and seeing all the glory go to Felix, Ralph decides he’s tired of playing the role of a bad guy.  He takes matters into his own massive hands and sets off on a game-hopping journey across the arcade through every generation of video games to prove he’s got what it takes to be a hero.

On his quest, he meets the tough-as-nails Sergeant Calhoun (voice of Jane Lynch, TV’s Glee) from the first-person action game Hero’s Duty. But it’s the feisty misfit Vanellope von Schweetz (voice of Sarah Silverman, The Sarah Silverman Program) from the candy-coated cart racing game, Sugar Rush, whose world is threatened when Ralph accidentally unleashes a deadly enemy that threatens the entire arcade.  Will Ralph realize his dream and save the day before it’s too late? 

Disney is developing a mobile game based on the movie and additional console video games are expected, likely from a third-party publisher through a licensing deal. The film’s arcade game setting opens up unique crossover potential for the new franchise.