Disney even released it under its Touchstone Pictures label, as the studio was worried the film was too dark and would hurt its brand. Critics praised its creativity and animation upon its release, but it didn’t attract a huge following at first. In fact, the film slowly disappeared for a minute after its initial release, and Selick assumed that would be its fate. But over time, the movie gained a cult following thanks to VHS and DVD releases, as well as annual Halloween TV airings.
By 2001, Disney fully embraced the movie and started doing its (also) now-classic The Nightmare Before Christmas layover in the Haunted Mansions in Disneyland and Tokyo Disneyland. Jack Skellington and Sally also became major presences in the parks through character meet-and-greets and merchandise.