2019 american computer animated comedy drama film produced by pixar animation studios and released by walt disney pictures.
4th instalment in Pixar's toy story series.
Grossed 1.073B worldwide → 8th highest grossing film of 2019.
Disney as a cross-media conglomerate:
Utilises different areas of its ownership to maximise the success of a product through vertical integration.
Has the ability to produce and distribute own products using subsidiary companies within conglomerate structure.
Exhibit films via online video on demand services (Disney channel, disney+).
⇒ Controls the whole production process from planning and releasing a product to the audience consuming it.
Synergy: increased efficiency and profit occurs as a result of vertical and horizontal promotion - conglomerates are formed to create synergy in order to cross-promote.
Cross-media ownership: media institution owns 2 or more companies specialise in different media sectors.
Vertical integration is the process of acquiring a company that operates either before or after the acquiring company in the production process. In Disney’s terms, they create the content, so they needed to acquire a company in order to deliver that content to their consumers.
This happened with the acquisition of Capital Cities/ ABC for $19 billion in 1995. This acquisition allowed Disney to access the cable networks of both ABC and ESPN. In essence, they could spread their brand across these networks, making it easier for consumers to receive their products.
TS4’s budget: 200 million
Profit globally: $1.073 billion
Where TS4 released globally: USA, canada, europe, latin america, middle east, asia pacific, africa
Companies involved: Walt disney, Abc, pixars,
How were digital forms of marketing and distribution utilised to attract audience:
How did disney use cross-media promotion and synergy to market toy story 4:
In a media landscape where various platforms of entertainment i.e. TV, mobile, theaters are competing for the consumer’s attention, Disney excels at raising the profile of its movies by continually pairing them with notable advertisers, thus energizing varying demos of moviegoers in ways that an online movie trailer may not. Promoting everywhere and anywhere there is daylight touching the Earth is the Disney means of winning at the theatrical box office.
This time around the studio worked with Alaska Airlines which featured a newly-themed plane featuring the Toy Story 4 lead characters on flights heading to the Disneyland Resort and to the 116 destinations that they serve from the West Coast.
McDonald’s Toy Story 4 partnership touts ten toys which customers can collect and four different types of Happy Meals which kids can use to build a carnival background or a cardboard RV. Each Happy Meal toy bag carries a ticket that can be scanned in the McDonald’s App for exclusive content.
No comments:
Post a Comment