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Walt Disney Research Paper

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Throughout the years Walt Disney Studios has proved to be one of the most successful corporations in Hollywood. Using tent-pole, blockbuster strategy and focusing on big-scale productions with extensive marketing and event-like premieres, Disney Studios has moved from producing solely animation content to live-action, television, consumer products and expended their market without any co-financing. Based on the Alberta Elberse’s case, I will look at the current and future developments of Walt Disney Corporation and propose future projects and marketing ideas.
To begin with, tent-pole strategy seems to work well for this particular company. Based on numerous examples throughout the years (from Cinderella to Star Wars), this strategy should be …show more content…

With Cinderella, released last year and Beauty and the Beast premiering this future spring, Disney is covering several consumer markets: the generation that has been brought up with the original animations and considers them as classics, and the new generation of kids, drawing their attention to the stories that they know in a new relatable way. As it can be seen from Exhibit 5c of the case, there are several original properties that have not been used yet (19). Although from the first view it seems as if the choice for future live-action developments should go to such properties as Snow White or Little Mermaid, I believe that the most rational and secure decision would be to make a screen adaptation of Aladdin. Released first as an animation in 1992, it was one of the most successful box office hits from Disney (before The Lion King). More than that, Aladdin franchise is already enormous and successful around the world, with an existing television show, two direct-to-video sequels, theatre shows and video games. Given a large promotional campaign, as it has been done with Cinderella in the previous year, this could be a hit (with added exposure through Disney networks (ex. ABC) and focus on merchandise such as toys, video games, costumes). The marketing of this property will also include musical recordings (studio entertainment business segment) as the soundtrack already consists of several recognized musical compositions. More than that, although Disney Studios are far from political issues of the world, the feature film about Middle Eastern (Arabian in particular) culture, which is highly discussed today due to refuge problems, can also use a charitable initiative as it has been done with Star Wars: Force for Change. Based on the further success of the series, Dubai can become the next destination for a new Disney Park,

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