Pixar Animation

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Pixar Animations MBA 615 Mickey Langford/Kimberly Horne Spring 2013 Mickey Langford Pixar Animations is our company of choice for this case study analysis. In 2006, Walt Disney acquired Pixar, but before we get to all of that, let us start at the beginning. Before Pixar, there was Lucas Films. George Lucas, of Lucas Films, decided in 1979 to upgrade their computer division (Animations, 2012). Lucas had a desire to see how far they could take computer graphics within the film industry. Lucas Films succeeded by creating Andre & Wally B., in 1984 (Animations, 2012). Andre & Wally B. - First Ever Pixar Short Movie - The Adventures of André and Wally B. [1984 HD] - YouTube, was the first ever computer-generated imagery short…show more content…
What this does for the customers is provide a movie with some of the most realistic scenery ever witnessed in a theater. The movie Avatar, by James Cameron, was up to 60% computer-generated (Outlaw, 2009). CGI increases the movie’s potential revenue when the audience views the trailers and decides that this is a movie worth watching. The big three in the CGI business now is Dreamworks, Sony, and Pixar (Kenny, 2010). Pixar has the largest market share pertaining to CGI producing companies, with Dreamworks second and Sony coming in third. How did Walt Disney position Pixar and themselves to be leaders of the pack? Robert A. Iger, Chairman and CEO of The Walt Disney Company stated, “Our remarkably successful acquisitions of Pixar and Marvel, in particular, have proven our unique ability to nurture strong brands and expand fantastic creative content to its fullest potential and maximum value” (Company, Fiscal Year 2012 Annual Financial Report And Shareholder Letter, 2012). This type of business strategy is smart and follows the thinking of most moviegoers. As theater prices trend upward, moviegoers are willing to pay for the experience of viewing a great CGI movie. All of this is possible with great leadership. Robert A. Iger, a graduate of Ithaca College, has served many roles in executive management with Walt Disney and since 1974 has led the ABC Group (Company, About Disney,
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