The Los Angeles Times writes that McDonald’s franchise owners are displeased concerning their deal with the Walt Disney Company, angry that they are being required to promote the company’s theatrical flops and direct-to-video films. Dick Adams, a consultant to 500 McDonald’s franchisees, declares to the newspaper, “The reality is this deal was done in 1996 at a time when McDonald’s was on their knees and Disney was running real strong. … It’s an entirely different negotiating environment.” The deal, created in 1996, at the height of Disney’s silver age, is set to expire January 1, 2007. Bob Iger at Disney referred to the deal as “mutually beneficial,” although noting that any future deal would reflect the new negotiating environment. [paid subscription required to view article]