LOS ANGELES - Three decades after 'Tron' turned cyberspace into a fantasy world, Walt Disney is pitching the 3-D sequel to grownups with high-end merchandise such as a $2,600 Rotenier necklace and $795 spiked sandals from Rousseau. Disney has rewritten its marketing playbook for 'Tron: Legacy,' which opens Dec. 17, to reach fans old enough to remember the 1982 original. Jewelry and shoes in particular, the priciest items, reflect an effort to attract women. 'The demographic we got to speak to for this film was a young adult and the adult consumer who happened to be around' for the original, said Pamela Lifford, a Disney executive vice president who oversaw development of the 'Tron' fashion goods. 'We knew we had to be creative.' With the haute-couture flourish, Disney's marketing machine is reaching beyond the core science-fiction and fantasy fans who form the movie's natural base. More than 6,000 people, mostly younger men, crowded into the Comic-Con trade show at the San Diego Convention Center in July for footage and talks by actor Jeff Bridges and 'Tron: Legacy' producer Sean Bailey. 'Our thinking is to play a lot broader,' said Bailey, Disney's president of production since January. 'We have the digital whiz-bang wizardry that gets the men in. The No. 1 job was to put a priority on story and emotion, boy meets girl.' 'Tron: Legacy' picks up where the original left off, with entrepreneur Kevin Flynn, again played by Bridges, trapped in a virtual world. Flynn's son Sam is pulled into cyberspace to join his father's battle against a ruthless villain. The movie, which co-stars Olivia Wilde and Garrett Hedlund, was produced for about $170 million, according to a person with knowledge of the situation. The company probably spent $20 million to $25 million on a video game, 'Tron: Evolution,' released Dec. 7, estimates Michael Pachter, an analyst with Wedbush Morgan Securities in Los Angeles. A 'Tron' animated television series and a graphic novel are also in the works. 'Tron' fits Disney's business model of picking movie properties that can be spun off into its television, video-game and theme-park businesses, said Nelson Gayton, executive director of the Center for Management of Enterprise in Media, Entertainment & Sports at UCLA. 'When you make these kinds of films you have to appeal to wider audiences, and if you don't, you're never going to make your money back,' Gayton said. Disney has been venturing beyond the kids' audiences that turn out for 'Toy Story' and 'Cars' pictures. A 'Tron' franchise would fit well with the Marvel Entertainment acquisition that brought Disney Spider-Man, Iron Man and the Fantastic Four characters, films that appeal to teenagers, Gayton said. 'Tron: Legacy' is expected to generate as much as $66 million in its opening weekend and $255 million during its run in theaters in the United States and Canada, according to Jeff Hartke, an independent box-office analyst. The original film, made for $17 million, returned $33 million in domestic ticket sales, according to researcher Box Office Mojo. The development of 3-D played into Disney's decision to make the sequel, producer Bailey said. Director Joseph Kosinski used an updated version of the camera equipment developed by James Cameron for 'Avatar' and is aiming for a similar immersive feel, he said. Spinoffs and consumer products were also part of the thinking from the start, Bailey said. The film crew shared images and video with Disney's game developers and merchandise executives as the movie was being made. 'We really tried to spread our creative minds across all of these platforms,' he said. Until January, some items are exclusive to the temporary store Disney set up in Culver City, California, where portions of the original movie were shot, Disney's Lifford said. The store offers $500 Adidas running shoes, a Hurley fleece jacket for $59 and sunglasses made by Oakley Inc. selling for $150. David Tapia, a 'Tron' fan since he saw the original at age 9, visited the store this week. 'I have friends from other parts of the country who are calling me to come in to the store and possibly pick up some things for them,' said Tapia, a casting director for the Fox reality show 'Hell's Kitchen.' 