Disney: A Marketing Leader

Did you ever think a 200 million dollar movie and the HSN (Home Shopping Network) would have a big thing in common? According to mobilemarketer.com mobile is now playing a crucial role in how Disney is going to be marketing a few of their next movies. “Disney will work with HSN to develop multi-platform marketing programs for three upcoming films: Cinderella, Maleficent and The Hundred-Foot Journey.” Most people don’t even realize that most of the largest movies continue to make money even after they aren’t in theaters. According to Jeff Hasen, Seattle-based chief marketing officer at Mobivity. “There are merchandising extensions and promotions for coming DVD’s and on-demand showing. Why wouldn’t Disney do more to reach them there?”

During the beginning, Disney was marketing older females with the Maleficent trailer showing a dark version of the fairy tale Sleeping Beauty. Showing us just enough of, A-list actress, Angelina Jolie as her dark and evil doing character’s story which was up until now, previously untold. According to an article in Forbes.com the most recent trailer of the movie is “…the mostly explicitly kid-friendly sell thus far. Point being, there isn’t a ton of what would qualify as frightening images.”

Disney is one of the largest brands. The Walt Disney Company has mastered the use of digital marketing.  According to an article on mashable.com “Disney Marketing: The Happiest Social Media Strategy on Earth”. Andy Mooney, chairman of Disney Consumer Products said, “…what social media allows you to do is different from traditional consumer-facing advertising… Social media lets you uniquely connect with fans”. It’s not just taping into the fan base of Disney alone, but also brands connected with Disney like Toy Story who has over 34 millions likes on Facebook, or Frozen who has over 13 million likes on Facebook. By the way, Maleficent is already over 2 million likes on Facebook, and the movie hasn’t even released yet. That’s pretty impressive.