First hurdle: edumacating the American public on how to pronounce that unfortunate title.
(As the films logo says, its, ratatooee.)
Second: Not everyone, especially New Yorkers, will find the concept ofrats in a restaurantso cute.

I know, it sounds ridiculous.
A good movie should sell itself especially one from Pixar, which has never gone wrong right?
Are we movie fans really so unimaginative that were unwilling try something new?
Or is it the studios that dont trust us, going only for the sure-thing franchise film?
I mean, I always thought we preferred to be surprised and wowed by something new.
But, sheesh, maybe Im wrong.
Does this whole thing trouble you as much as it bothers me?