In 1931, Walt Disney and his staff were inundated with letters from children writing to Mickey Mouse. How could the studio cultivate and encourage its fan base? Walt Disney decided that setting up a club for Mickey’s biggest fans would keep Mickey Mouse in the public eye and provide special opportunities for local theaters to host marathon showings of Mickey’s shorts. Therefore he established the very first Mickey Mouse Club.
This Mickey Mouse Club would encourage theaters to plan special matinees that would only show Mickey Mouse cartoons, which would have the added advantage of earning more money for Walt Disney Productions.