Step aside Mickey Mouse there's a new mouse, or rat, to be more specific in the kitchen. Disney's Ratatouille cooked up a new approach to market this new film. Disney reached out to bloggers to spread the word about this new film. According to Cinema Tech "It succeeded, but only because I think this kind of outreach is important for all filmmakers/studios to understand -- and I don't think you need to hire a marketing agency to make it happen." Additionally, Disney released many trailers prior to the movies release as well as featured the characters at Disney parks. Originally, Disney was not suppose to be creating this film so when they got on board with Pixar they knew they needed to reach out to bloggers to make the film popular.
This project brought along many new struggles in order for Disney to make this movie a success. It took experimentation of old marketing ways and new ones within social media to create the perfect combination to sell this film. This film is an example about how the media is powerful enough to boost viewings of the movie as well as advertise the next Disney movies that will capture our hearts as the rat in the kitchen did in Ratatouille.
References:
CinemaTech[ Digital cinema, democratization, and other trends remaking the movies ]. (n.d.). Retrieved February 5, 2015, from http://cinematech.blogspot.com/2007/06/how-disneypixar-is-using-blogs-to.html
Why For did Disney struggle to come up with a marketing campaign for Pixar's latest picture ? Because the Mouse wasn't originally supposed to release "Ratatouille" (n.d.). Retrieved February 5, 2015, from http://jimhillmedia.com/editor_in_chief1/b/jim_hill/archive/2007/06/28/toon-thursday-why-did-disney-struggle-to-come-up-with-a-ratatouille-marketing-campaign-because-the-mouse-wasn-t-supposed-to-release-this-particular-pixar-film.aspx#sthash.NrwjdYGG.dpbs
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