Marketing in the News
Disney Box Office
The title of this article immediately drew me in: In 2019, the box office belonged to Disney. Reading this article after a quick google search caught my eye and got me thinking, was the box office really owned by Disney all of 2019? Then I thought back to all of the Disney movies released over the past year- The Lion King, Star Wars, Captain Marvel, Frozen 2, Toy Story 4, Cats, Aladdin, and the list goes on. This article interests me because, with media and television being one of the biggest markets in the world, it's crazy that one business/brand would be on top of it all, raking in the majority of the money made in that market for the year. The article goes on to talk about how Disney was able to dominate the movie industry even with a couple failing films, including the theatre remake Cats. Coyle says, "You're either "The Lion King" or you're "Cats" (Coyle, 2019). This shows the two different ends of the spectrum when it comes to the industry. The Lion King grossed over $1 billion dollars, whereas Cats box office grossed a skimpy $61 million dollars (Coyle, 2019). Another main point driven throughout the article is the newly risen battle between theatre production and online streaming. With the rise in online streaming, theatre profits are slowly declining and are predicted to continue to decline.
Disney's Value Proposition is making the most captivating and interesting movies intended to entertain all ages. This article is relevant to today’s world because it discusses Disney’s great successes over the last year, and talks about the challenge to come in 2020 to release bigger and better movies. With the release of top-grossing Star Wars and Avengers movies in 2019, 2020 is already predicted to be an average year for Disney success in sales. The ending question of the article was what is going to happen to Disney in 2020. How is Disney going to deal with a decline in sales from 2019? Are movies such as “James Bond” “Wonder Woman” and “The Rock” going to keep Disney from, in the words of Coyle, greater volatility (Coyle , 2019)? Disney’s recent marketing approach is remaking films. Over the past few years, they have focused on remaking classic Disney films with new, bigger, and better technology and filmwork. For example, Disney remakes such as Dumbo, Aladdin, The Lion King, The Jungle Book, Beauty and the Beast, Marry Poppins, and several others, have brought an entire new category of film to the industry. Movies like these are all great examples of Disney’s new and unique marketing approach.
If I were in charge of Disney branding and marketing, I would continue to remake classics. These remakes draw in not only younger audiences, but also older audiences with sentimental connection to the originals. With that being said, I would stop making sequels to some of the movies that have recently came out. For example, Frozen was an incredibly successful movie (and Frozen 2 as well). But that should be the end of that. Stop flogging a dead horse. Frozen has had it’s success, and shall have no more. The same can be said for Toy Story and The Incredibles.
Their marketing approach thus far has been just about flawless (with the exception of the movie Cats). Disney literally does it all-everything from cartoons to real life to princess to action hero. Disney does it all.
This assignment has taught me how to successfully dominate an industry. I’m going to be the next Disney. Just wait.
https://www.disney.com
Coyle, J. (2019, December 31). In 2019, the box office belonged to Disney. Retrieved from https://apnews.com/1eef5653bdf27f2cb1a99b56ba18cfc5
The title of this article immediately drew me in: In 2019, the box office belonged to Disney. Reading this article after a quick google search caught my eye and got me thinking, was the box office really owned by Disney all of 2019? Then I thought back to all of the Disney movies released over the past year- The Lion King, Star Wars, Captain Marvel, Frozen 2, Toy Story 4, Cats, Aladdin, and the list goes on. This article interests me because, with media and television being one of the biggest markets in the world, it's crazy that one business/brand would be on top of it all, raking in the majority of the money made in that market for the year. The article goes on to talk about how Disney was able to dominate the movie industry even with a couple failing films, including the theatre remake Cats. Coyle says, "You're either "The Lion King" or you're "Cats" (Coyle, 2019). This shows the two different ends of the spectrum when it comes to the industry. The Lion King grossed over $1 billion dollars, whereas Cats box office grossed a skimpy $61 million dollars (Coyle, 2019). Another main point driven throughout the article is the newly risen battle between theatre production and online streaming. With the rise in online streaming, theatre profits are slowly declining and are predicted to continue to decline.
Disney's Value Proposition is making the most captivating and interesting movies intended to entertain all ages. This article is relevant to today’s world because it discusses Disney’s great successes over the last year, and talks about the challenge to come in 2020 to release bigger and better movies. With the release of top-grossing Star Wars and Avengers movies in 2019, 2020 is already predicted to be an average year for Disney success in sales. The ending question of the article was what is going to happen to Disney in 2020. How is Disney going to deal with a decline in sales from 2019? Are movies such as “James Bond” “Wonder Woman” and “The Rock” going to keep Disney from, in the words of Coyle, greater volatility (Coyle , 2019)? Disney’s recent marketing approach is remaking films. Over the past few years, they have focused on remaking classic Disney films with new, bigger, and better technology and filmwork. For example, Disney remakes such as Dumbo, Aladdin, The Lion King, The Jungle Book, Beauty and the Beast, Marry Poppins, and several others, have brought an entire new category of film to the industry. Movies like these are all great examples of Disney’s new and unique marketing approach.
If I were in charge of Disney branding and marketing, I would continue to remake classics. These remakes draw in not only younger audiences, but also older audiences with sentimental connection to the originals. With that being said, I would stop making sequels to some of the movies that have recently came out. For example, Frozen was an incredibly successful movie (and Frozen 2 as well). But that should be the end of that. Stop flogging a dead horse. Frozen has had it’s success, and shall have no more. The same can be said for Toy Story and The Incredibles.
Their marketing approach thus far has been just about flawless (with the exception of the movie Cats). Disney literally does it all-everything from cartoons to real life to princess to action hero. Disney does it all.
This assignment has taught me how to successfully dominate an industry. I’m going to be the next Disney. Just wait.
https://www.disney.com
Coyle, J. (2019, December 31). In 2019, the box office belonged to Disney. Retrieved from https://apnews.com/1eef5653bdf27f2cb1a99b56ba18cfc5
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