- Their history
- The size of the company
- Are they part of a bigger organisation
- Other films they have produced
- Other types of products or services they provide
Find out what is meant by the following terms and explain how they might apply to Disney...
Once people have seen the film, the real marketing of families begins. Many of the multi-national organisations that create animated films are based in Hollywood and not only do these organisations own animated films studios, they also own many other forms of media.
For example, Warner Bros own, radio stations, TV stations, other film studios etc.
This allows them to promote their animated films through many different forms of media, through trailers, reviews, interviews with the voice-over stars etc; all broadcast through various channels that appeal to their specific target audience, for example on the looney tunes channel.
These organisations also have the ability to create masses of merchandise that appeals to family audiences. Massive companies like Warner Bros also own music labels, video game companies, board game creators and publishing companies, when companies buy out other companies in different areas, other than film, this is called vertical integration.
These huge companies then provide a huge range of merchandise to appeal to all the family and this merchandise is branded, so as soon as you see a certain colour, location, catchphrase or character emblazened across the duvet, lunch box, toy, tie, stationary, t-shirt, video game, poster, special edition DVD, bicycle, go-cart, Mcdonald's happy meal, packet of sweets, cuddly toy, fairground ride, CD, you know what film it is from, this is called media synergy.
Disney take this one step further and there is a theory called Disneyfication that suggests that Disney creates a sugar coated world that encourages us to buy into that 'happy feeling' and in turn buy their merchandise.
