So I have always loved The Wizard of Oz. Not just the 1939 MGM classic film, but all of the books and the various spin-offs/prequels/sequels/reboots/homages/ rip-offs over the years. I even adore Sidney Lumet’s infamous box office disaster The Wiz.

And, now, we have the latest in a long line: Disney’s Oz the Great and Powerful. This isn’t Disney’s first dance in Oz. The company, including Walt himself, has rather famously circled the property since the days of Snow White and the Seven Dwarfs. Most notably, Disney tried to create a movie Oz franchise nearly 30 years ago with the dark and kinda creepy Return to Oz, a movie I also really liked, given its thematic commitment to L. Frank Baum’s original books. But it too was box office poison. (In fact, if I recall, the original Wizard of Oz was pretty tepidly received in its day.)

So how will this James Franco tentpole fair? Disney seems to have its marketing machine in high gear (though that didn’t much help last year’s John Carter) and the subject matter and approach align well with other recent hits like Tim Burton’s bloated-but-uber-successful Alice in Wonderland. I’m guessing this may be the first Oz film to be an unequivocal box office smash in its original run.

Too bad it’s just not a better film.

I enjoyed a lot of it, but the whole thing feels trapped in a CGI/soundstage bubble. There’s just not enough genuine humor, wit, or tension to make it feel like anything but a mammoth cash grab from the Disney empire.

(Note: theme park competitor Universal owns the rights to Broadway musical Wicked, which takes a similar “what happened before Dorothy got there approach.” I couldn’t help reflecting that this was Disney’s attempt to get their version of the story told first, make buckets o’ cash, and then get cracking on some new animatronic theme park attractions before Universal even leaves the starting blocks. Hmmmm…)

Rachel Weisz as one of the three witches of Oz is the only one who seems to be having any fun at all. I’m not a fan, but she gives her Evanora a nice zippy crackle that the rest of the film lacks. James Franco is in fully charmy/smarmy “Franco!” mode, and he’s perfectly serviceable. Mila Kunis alas seems to sleepwalk through her rather pivotal turn as Evanora’s sister – I won’t spoil the surprise, though I understand the merchandise from the Disney Store already has. And Michelle Williams as Glinda has a cute moment or two but mostly seems to be channeling a fluffier version of her uncanny Marilyn Monroe impersonation from My Week with Marilyn.

That is a whole mess of Oscar winners/nominees for this enterprise to be as flat as it is. However, there are a couple of reasonably cute CGI sidekicks – China Girl and a flying monkey named Fenley. They get the best lines but unfortunately seem like refugees from the inevitable Wii U video game to come.

Director Sam Raimi, unfortunately left most traces of his adventurous and sardonic wit with the Spider-Man franchise, and this overly long film suffers for it.  Seriously, cut 20 minutes from this behemoth and there would have been a really good Wonderful World of Disney TV movie in there. Somewhere.

Yes, the movie will make a lot of moolah. Some people may even enjoy it…I will say the exciting conclusion almost made me forget how bored I was by the first 90 minutes of set up. And I daresay we won’t have to wait another 30 years for Disney’s next bite at the Oz apple. Sigh.