The iconic princess castle alongside a trail of pixie dust trademarking the opening of Disney films is a sentimental part of childhood that continues into adulthood. So what is it about the Disney "happily ever after" story line that constantly keeps adults and children entertained and wanting more? According to Ryan Tracy's Disney's Powerful Marketing Machine "No other company has such a stockpile of well-known, cute, family-friendly, and highly marketable characters." This is a result of decades of Disney films created with lovable characters which not only appear on the big screen, but are also being sold on clothing, as toys and books to name a few to further advertise the film.. "Disney CEO Robert Iger likes to talk about the "Disney difference," that special bit of magic that sets his company apart from other media conglomerates." This "Disney difference" is one of the key ingredients to their success in constantly turn simple ideas into huge franchises. Additionally, Disney creates interactive games called Disney Interactive which allows consumers to further engage in their favorite stories and become a part of the Disney magic. This further promotes and advertises their productions.
The marketing and distribution of Disney films that become close to the hearts of many, are very successful in terms of making profit. With producing merchandise that allows the consumer to "take home" a piece of the magic as well as producing engaging and interactive games allows for the complete Disney experience. The creation of current, family-friendly characters, and keeping the public demanding for more.by creating commercial and global advertisements, creates a stronger audience base current to meet the world of fantasy. Another part of Disney's success is their ability to foster a child based audience that carries into adulthood by passing the love of Disney to their children thus beginning the cycle again.
References:
Tracy, R. (2010, November 3). Disney's Powerful Marketing Machine. Retrieved November 28, 2014, from http://www.newsweek.com/disneys-powerful-marketing-machine-69771
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