Disney Pictures

Jessica Abreu, Jie Gao, Meagan Hagans, Xuan Liu

http://www.youtube.com/watch?v=f__SF96ORFE

Background: Disney PicturesTimeline

1923Walt Disney signs a contract to create The Disney Brothers Studio.

19271st cartoon.

1928Mickey debut

1932Flowers and Trees 1st full-color cartoon

19371st animated film

1940Fantasia Walt Disney Music Company is born.

1940s 1950s1920s 1930s

1950Treasure Island 1st live action feature

1955 Disneyland in CAMickey Mouse club on TV

1966Walt Disney dies at 65.

1960s 1980s

1983The Disney Channel

1989Disney MGM Studios

1991Dow Jones

1995Disney & ABCDisney.com

2000-Present

2005First to license TV episodes, from ABC & Disney Channel series, for download on Apple’s iTunes Music Store.

2006 Pixar

2009DisneynatureMarvel

1990s

Situation Analysis On February 25, 2014 Walt Disney Studios launched Disney Movies

Anywhere…

SWOT Analysis Strengths1. Company history & brand2. Loyal audience: Global Target audience:

kids & family3. They have a Disney Movie Rewards system4. Disney has a presence on every social

media platform5. Watch Disney, Pixar, Marvel, etc. movies

across multiple devices Over 420 movies6. Parental control allows parent to control

what rated movies their child can watch 7. App can link to iTunes account

Weaknesses1. App is Only available for IOS2. $19.99 to purchase movie3. Little promotion for App4. No rental option. 5. Has not used Social Media to

promote app effectively.6. Some of their social media accounts

are not active.

Opportunities1. Cancelling third party viewing for online

streaming 2. First online streaming studio production

coming straight from the source3. Integrating Disney store4. Incentives for using Disney Movie app 5. Disney movie rewards to engage audience

Threats1. Competitors like Hollywood Movie;

Fox Studio; NBC studio; Dream works; Warner Brothers

2. Competition is strong with online viewing

3. Piracy

Competition

Competition: Disney Movie Anywhere App

Social Media

Hi, I’m Ted!

Recommendations1. All social media platforms should look uniform and polished. Official blog needs a new

look.2. Keep in mind use of different platforms. A page for each movie on Facebook works, but

not on Twitter or Instagram.3. Link social media platforms to their Movie App. ( You can now download apps linked

through Twitter or Facebook.)4. Rental options for Movie App

5. Let influencers share their Disney-inspired content on blog6. Contests and other promotions should be announced on all appropriate platforms.

Questions?

AppendixSocial Media Influencers

AppendixSocial Media Influencers

AppendixYouTube

Walt Disney Pictures has 14 YouTube channels. It also has one parent YouTube account that features the same content of the individual YouTube Channels: Disney Movies.

Engagement

Although Disney is an American company, it has expanded the business to all over the world for years, and will continue its development in the future. People who have access to the internet will be able to watch a Disney movie anytime. However, not everyone speaks English.

Based on the research results we have right now, Disney has three non-English channels, which are Spanish, Dutch and Portuguese. But this is not enough. Let it go, the theme song of Oscar-awarded movie Frozen, officially has 25 editions in different languages. The 1998’s movie, Mulan, also has its song Reflection in 35 different languages.

Thus, it is highly recommended that Disney try to open more channels for its movies in different mainstream languages, such as French, Chinese (unfortunately YouTube is forbidden in Mainland China) and Arabic.

There are also accounts that are not necessary. So far, we have found 14 different channels related to Disney movies, which can be categorized into 3 categories: channels for different studios, channels for different languages, and channels for different movies. Besides the second one, which has a different function, the rest can be merged or deleted.

Disney Pixar, Marvel, Disney Animation Studios and Touchstone are all part of Disney. Although they focus on different themes and manifestation of movies, they are the same for audiences. Audiences may not know (or care) exactly which studios produce, which movie. Thus, chances are that what viewers care more about is the Disney brand instead of the specific studio. The numerous accounts make certain movies hard to find which may confuse the viewers.

Accounts for single movies should be eliminated unless Disney can guarantee the continuing use of the accounts. For example, the latest video of “Toy Story” was released 3 years ago. Although it received 307,681 views, nothing new appeared after that. Even worse is “Disney Cars Toons” channel only has one upload posted also 3 years ago.

Although Disney is a historical brand and has rich history, some old videos are outdated or irrelevant. They need to clean up their accounts. For older videos they should condense into one account called “The Vault” like they do with older movies.

In general, Disney movies should simplify and merge some accounts/videos while deleting others.

Most Engaged Account

Retrieved at 12:21 am, Apr. 21, 2014, there are 1,067,617 subscribers and 511,886,380 views of Walt Disney Animation Studios, making it the most engaged accounts of all the Disney movies’ accounts. Its video, Disney’s Frozen “Let It Go” Sequence Performed by Idina Menzel, received 195,100,634 views within 4 months. And these numbers are still increasing.

One possible reason that makes Walt Disney Animation Studios’ account more engaging than others is its Oscar-awarded movie Frozen. On the first page of its video part sorted by “Most popular”, 17 out of all the 25 videos are about Frozen. Even a 5 second video called “Disney’s Frozen Now in Theaters” receives almost 6 million views.