Wizards of Waverly Place

Selena Gomez, pictured in 2009, serves as the program's central focus during its four-season run.

Alex, Justin and Max Russo are three teenage wizards-in-training living in an apartment on Waverly Place in Greenwich Village, Manhattan.[1] Their father Jerry Russo, a former wizard, provides his children with daily lessons in their secret lair on how to use magic responsibly.[2] He administers this training in his spare time away from running the family business, a sandwich shop designed to look like a subway station, on the ground level of their apartment building, along with his wife, Theresa.[1][3] According to the rules of the "Wizard World", once they complete their training, the Russo children will compete to determine which sibling will permanently retain their powers, and become the sole family wizard.[1] Since the other children will eventually lose their powers, Jerry tries to teach them not to become dependent on magic.[2] Jerry descends from a family of wizards, and won his own family's competition as a teenager, but relinquished his powers when he married Theresa, a mortal.[1][2] His powers were transferred to his older brother, Kelbo. Alex must keep her powers hidden from her best friend, Harper Finkle, which causes occasional strain on their relationship.[4] As a result, Alex reveals her secret to Harper in the second season, however, the existence of wizards must remain hidden to the wider mortal world.[5]

In the third season, Harper moves in to live with the Russo family, and Max's efforts to win the family wizard competition become more serious.[6] Leading into the fourth season, Alex and Justin are both tricked into exposing the existence of wizards to government officials and a group of reporters.[4][7] It is revealed that the whole scenario was a test devised as part of their training, and consequently, Alex and Justin are demoted to lower positions in the family competition.[4] Alex is overwhelmed by her loss of progress and quits;[4] she later rejoins to continue dating her werewolf boyfriend, Mason Greyback. Meanwhile, Justin adopts the role of tutor for a group of delinquent wizards, which assists him in recovering his position in the competition.[8] At the conclusion of the series, the siblings compete to see who will maintain their supernatural abilities.[9] Alex wins the family wizard competition and is awarded full magic powers,[2] while Justin is also allowed to retain his abilities when he assumes the role of headmaster at WizTech, a boarding school for young wizards-in-training.[8] Max loses his powers and is instead sanctioned to become the new manager of the family's sandwich shop.[2]

The series deals with themes of secret identities.[1][4] It explores the fantasy that children may experience of wanting magical powers, in the same way that Hannah Montana explores the fantasy of being a pop star.[4][10][11] Stories about children with magical powers were previously made popular by series such as Sabrina the Teenage Witch and the Harry Potter franchise, with a trend towards the fantasy television genre.[12][13][14] Episodes of Wizards of Waverly Place typically show the Russo children using magic as a means to quickly solve an issue in their personal lives, but they learn not to become dependent on their powers.[2] The children attempt to live life normally; the show presents the idea that life can be enjoyable without magic.[8][13] Conflicts in the series arise from Alex's struggle to balance both her private and public life.[4] In an essay, Colin Ackerman analysed that the concept of magic in the series is an example of social privilege, and that the Russo children are encouraged to keep their advantage hidden and private.[2] The stories of the program center around family, friends and growing up.[15] The Russo family are depicted as a working class family.[2] They run a family business in the service industry.[2] Jerry and Theresa teach their children the importance of family, hard work and responsibility.[2] The series explores the link between magic and family heritage.[2] The Russo family have a mixed background of Italian, Mexican and American, and while they celebrate traditions such as the Quinceañera, their culture is not prominently featured in most episodes.[4]

The series is set on Waverly Place in Greenwich Village, Manhattan.

In the early 2000s, The Walt Disney Company found success through its pay television network Disney Channel with a pattern of original comedy series for a tween and family audience, such as Lizzie McGuire, The Suite Life of Zack & Cody and Hannah Montana.[10][16] The network planned to build on these successes with a new comedy series aimed at girls.[10][12] Wizards of Waverly Place was created by Todd J. Greenwald, who had previously worked on the first season of Hannah Montana.[3][17] He had also worked on a pilot for NBC; Disney hired him after they saw the pilot.[17] Greenwald adopted the network's idea of a show centering on a family of wizards.[17] The setting of the series is inspired by Waverly Place in Greenwich Village, Manhattan.[3] Greenwald wanted to produce a series for children that was set away from the "beaches and sunshine" of Los Angeles.[3] Peter Murrieta had previously been working on the sitcom Hope & Faith in New York City, and relocated to Los Angeles, before being approached by Disney to assist in developing the series.[18] When Murrieta joined the project as an executive producer, it was titled The Amazing O'Malleys; he thought that they would only be producing a pilot.[19] He had never produced a show targeted towards tweens before and was apprehensive about being involved.[18][19] Murrieta helped guide the writing and casting throughout the development process, and re-wrote the pilot.[18][20] Adam Bonnett, a Disney Channel programming executive, cited the influence of sitcoms Bewitched and I Dream of Jeannie on the series.[10]

Hundreds of applicants auditioned for the role of central role, before Selena Gomez was brought in by Disney executives.[3] Gomez was discovered by the network at an open casting call in Austin, Texas at age twelve,[10][21] and went on to appear in guest capacities on Disney Channel programs including The Suite Life of Zack & Cody.[22] She filmed two pilots for the network, Arwin! (a spin-off of The Suite Life of Zack & Cody), and Stevie Sanchez (a spin-off of Lizzie McGuire), however, neither of these series were green-lit by the network.[23][24][25] Disney saw potential in Gomez and wanted her to star in a full series.[3][21] The producers of Wizards were asked to audition Gomez and she was ultimately successful.[3] The unaired pilot was set in a magic store and featured only two siblings, Jordan and Julia.[26][lower-alpha 1] The show was green-lit after this pilot.[26] After Gomez was cast and moved to Los Angeles, she appeared in a guest role on Hannah Montana as part of cross-promotion for the new series;[27] Wizards would go on to air in a timeslot after its peer series.[14] Gomez was attached to the series by February 2007, as well as David Henrie and Jake T. Austin; the characters were named Brooke, Sully and Max O'Malley at this stage.[28] In March 2007, the network officially announced Disney's Wizards as an upcoming half-hour live-action comedy to premiere in the fall.[29] At the time of the announcement, the characters were named Alexa, Aaron and Max Esposito.[29] Greenwald and Murrieta would serve as executive producers;[29] Murrieta claimed that he changed the family's surname to Russo and made the children mixed-race.[19]

David Henrie (left, 2010) and Jake T. Austin (right, 2011) portrayed Alex Russo's siblings, Justin and Max, throughout the series.

Selena Gomez portrays the central character of Alex Russo. She had left traditional school after the seventh grade, and moved to Los Angeles.[30] Gomez sings the theme song for the series, "Everything Is Not What It Seems".[31] Her affiliation with the network led to the formation of the band Selena Gomez & the Scene, who were signed to Disney's label Hollywood Records, and subsequently, a prominent solo music career.[30] Alex has been described as dark, crass and a jerk, as well as a "wisecracking underachiever".[1][32] She is characterized by her rebellious and lazy attitude.[1][8] Gomez asked for her character to remain "edgy" and tomboyish, to resemble her own style.[27] She was inspired by Jennifer Aniston's portrayal of Rachel Green on Friends and adopted similar mannerisms while playing Alex.[33]

David Henrie plays Justin Russo in the series.[34] Justin is sarcastic, and Greenwald described him as a nerd, in comparison to Alex, a "tough female character".[12][34] Henrie wrote two episodes of the series, "Alex's Logo" and "Meet the Werewolves".[34][35][36] Max Russo is portrayed by Jake T. Austin, who said the character was designed to be "dumb", but becomes slightly smarter towards the end of the series.[9] His character was temporarily transformed into a female in the fourth season as a result of a magic spell; Bailee Madison played the female counterpart, Maxine, while Austin took a hiatus from the program.[7][9][13] The children's mother, Theresa Russo, is played by Maria Canals-Barrera;[13] and their father, Jerry Russo is played by David DeLuise.[5][12] The parents are loving, but "slightly goofy".[5] DeLuise was not featured in the unaired pilot.[26] Jennifer Stone portrays Alex's best friend, Harper, who has been described as "comic relief".[12][13] Stone had previously auditioned for a Disney Channel pilot called Bus Life, which wasn't picked up.[11] Throughout the course of the series, guest stars include Bridgit Mendler as Juliet van Heusen, Justin's vampire girlfriend;[13] and Gregg Sulkin as Mason Greyback, Alex's werewolf boyfriend.[7][13]

Wizards of Waverly Place was filmed at Hollywood Center Studios.[28] Special effects are typically used in the series.[10] The series was renewed for a third season in May 2009,[6][21] with eight episodes added to the order in September.[37]

In writing for the series, Greenwald stated that he would strive to incorporate experiences unique to New York.[3] He frequently remind the writers of the series not to include characters visiting a shopping mall, as there are no malls in Greenwich Village.[3] Greenwald wrote the family's business as a sandwich shop, as he aspired to own a deli himself.[3] Murrieta said that the writing of the Russo family as mixed-race was inspired by his own background.[19] He said that the contentious relationships between the siblings was reminiscent of his childhood.[19] Greenwald stated that even since the unaired pilot, the brother-sister dynamic was the heart of the show.[26] While magic was used as an "extra twist", the series was designed to be relatable by mainly depicting stories about family, friends and growing up.[15] Murrieta explained that he enjoyed allowing the characters to age, referencing Justin graduating from high school.[18] Greenwald stated that the episode "Make it Happen", in which Alex starts a band, was a concept suggested by Disney executives to add music to the series.[38] He said it was "weird" and that the episode strayed too far from the central premise of Wizards.[38]

The series was renewed for a fourth season in June 2010.[39] Vince Cheung and Ben Montanio became the new showrunners and executive producers alongside Greenwald, after Murrieta departed the program in April.[20][39] Gomez revealed in July that it would be the final season of the program, and said she was "heartbroken".[40] The series ended to allow its actors to pursue more mature roles;[41] The A.V. Club's Marah Eakin speculated that Gomez had become more popular than the show itself and that it was time for her to move on.[32] The finale aired on January 6, 2012, with the episode depicting the family's wizard competition.[9]

Wizards of Waverly Place has received positive reviews for its humor and use of an ensemble cast. Eakin analyzed that Wizards of Waverly Place is a departure from Disney's typical series; while the cast demonstrates exaggerated acting, there is minimal slapstick humor.[1] Gomez was praised for her comic timing and sarcastic delivery; her portrayal of Alex was described as "sweet and sassy".[13][42] McNamara analyzed that Justin and Max didn't serve as comic relief, but appear as equally as Alex does; Jake T. Austin was called "asbsurdly hilarious".[13][42] Reviewers such as Barry Garron from The Hollywood Reporter described the central characters as "cute, precocious but far from angelic", and said that children would want to watch more.[5] During the airing of the fourth season, Eakin said that the quality of the series hadn't diminished.[1] She said that it has a lot of heart, depth and "actual feeling".[1] The Los Angeles Times's Mary McNamara stated that the show didn't rely on shtick.[13] Critics expressed that the series capitalized on the success of the Harry Potter franchise;[2][13][42] while reviewing the video game, Jack DeVries said that the series wasn't as much of a rip-off as people might expect.[43] The show was also compared to Bewitched.[13] Mark Robinson wrote in a blog that the series combined fantasy and comedy seamlessly, and listed it one of Disney's best sitcoms.[42]

The show has been criticized for its predictable premise and contradictory messages. Boston.com's Joanna Weiss called the show's framework "less magical than milquetoast".[12] Reviewers have criticized the role of the parents as "fools" and "buffoons".[8][12] Additionally, Alex has been viewed as an ineffective role model due to her rebellious nature.[8] Ackerman suggests that the setting of the Greenwich Village is misrepresented, as the Russos, a working class family, should not be financially comfortable living in one of the most expensive New York suburbs.[2] He stated that the characters seem to forget the lessons that they learn from episode to episode, and continue to make the same mistakes.[2] Ackerman said that there are never consequences for the Russo children abusing their magical powers.[2] He suggested that the lessons taught by Jerry about how to live life without magic are pointless, as when the series ends, both Alex and Justin retain their abilities.[2] Reviewing the series finale, Eakin criticized the quality of the wizards' robe costuming and the use of a laugh track.[32] Critics have found fault with the special effects of the program, such as the lacklustre computer animation of a griffin.[8][12][32] Paul Asay of Plugged In referred to the program's depiction of angels as "spiritually misleading".[8]

The series premiere of Wizards of Waverly Place aired on October 12, 2007 as a lead-out to the premiere of Twitches Too, and received 5.9 million viewers.[44] The one-hour series finale, "Who Will Be The Family Wizard?" aired on January 6, 2012 and became the show's most-watched episode, with an audience of 9.76 million.[45][46] It was the highest-rating finale for any Disney Channel series.[47]

Disney Channel asked the executive team of the series, including Murrieta and Greenwald, to adapt the series into a made-for-television film.[19][103] Wizards of Waverly Place: The Movie aired on the network on August 28, 2009, and starred Gomez, Henrie, Austin, Stone, Canals-Barrera and DeLuise.[103] The movie was filmed on location in San Juan, Puerto Rico,[19][103] and depicts the Russo family on a Caribbean vacation.[19] In the film, which was written by Dan Berendsen, Alex unintentionally performs a magic spell which alters history so that her parents have never met.[103] The movie received 11.4 million viewers,[104][lower-alpha 5] and won a Primetime Emmy Award in 2010 for Outstanding Children's Program.[88] A second television movie was ordered in June 2010, scheduled to enter production in 2011, however in 2012, Austin stated that the film had been cancelled due to the advancing careers of the cast.[7][9][39] The screenplay was to be again written by Berendsen.[39]

It was reported in September 2012 that an hour-long television special, entitled The Wizards Return: Alex vs. Alex would be produced for the network, with Gomez in an executive producer role alongside Cheung, Dan Cross and David Hoge.[106] Gomez, Austin, Stone, Canals-Barrera, DeLuise and Sulkin returned for the special, which began filming in October in Los Angeles.[106] The film depicts the Russo family travelling to Tuscany, Italy to meet with relatives, before Alex accidentally casts a spell which creates a "good" and "evil" Alex.[106] The screenplay was written by Cheung, Montanio and Berendsen, and directed by Victor Gonzalez.[106] The film premiered on March 15, 2013, and was viewed by 5.9 million.[105]

A Malaysian adaptation of the series, titled Wizards of Warna Walk, premiered on Disney Channel in Southeast Asia on August 30, 2019.[107] The series ran for 14 episodes and was filmed at Pinewood Studios in Johor, across two months.[108] Set in Kuala Lumpur, the adaptation was designed to incorporate local actors, music compositions, Malaysian language and Asian values.[108] Network executives considered adapting other series such as Hannah Montana, but ultimately found that Wizards resonated the best with test audiences.[108] Wizards of Warna Walk was broadcast in Malaysia, Singapore, Indonesia, Thailand and the Philippines.[108]

DVD compilations of the series were planned by January 2008.[109] The first, entitled Wizard School was released on July 29, 2008,[110] followed by Supernaturally Stylin', released on February 10, 2009.[111] Both titles featured episodes from the program's first and second seasons.[110][111] A soundtrack album for the series was released by Walt Disney Records on August 4, 2009, including songs from and inspired by the series and film.[112] Two video games based on the series, Wizards of Waverly Place and Wizards of Waverly Place: Spellbound, were released on the Nintendo DS in August 2009 and November 2010, respectively.[43][113]

The possibility of a reunion series has been expressed by the main cast members since 2017.[114] In August 2020, Henrie commented that all key actors were open to producing a revival of the series.[115] He clarified that formal discussions with Disney had not yet occurred.[115]

Greenwald stated in October 2017 that he would like to see Wizards of Waverly Place continue with a high-budget feature film in the vein of Harry Potter.[26] He also shared an idea for a prequel series which would follow Jerry as he attended WizTech in his high school years, and would feature his siblings.[26] Henrie suggested that the revival could revolve around a disconnected Russo family, several years later, who are all finding success separately but must learn to come together again.[116]