The The works behind Disney Pixar's Brave

     The classic love story of the prince and princess gazing into each others eyes and instantly falling in love has recently been broken with the release of Disney Pixar's Brave. The story Brave follows a young girl, Merida, the female protagonist, who decides to take her fate into her own hands as she refuses to marry a suitor whom her parents want her to marry,  rejecting the classic fairy tale story line and bringing feminism into the film as an underlying element. With such a diverse change in the typical story line of Disney films, Brave had to be marketed in an ingenious and engaging way by introducing audiences to the main characters' story prior to its release. When discussing this marketing strategy, the Atlas Books website wrote about this advertising strategy as "It made you feel like you were on the ground-level of something, building anticipation for something that was still more than a year away." By engaging a target audience in interactive ways, Disney enticed this marketed audience with a new type of  character so that when the final product was ready, the moviegoers were familiar with this modern story line and therefore anticipating its release.
     By including current ideas and the common demands from their audience, Disney understood the importance of creating a new plot with a female protagonist versus having another male one. It was crucial to create such a strong female character because today's society was ready as well as demanded this dramatic plot change for younger female and male viewers.  A movie with the plot of a independent, self sufficient female not needing a prince charming for happiness was a selling point to Brave and was marketed as such. According to David Germain author of Disney's 'Brave' Shows Mettle with $66.7M Debut "This film proved that audiences will turn up for a female hero, not just the male protagonists of the past Pixar flicks, such as Woody of "Toy Story," the robot of "Wall-e" or the rat and his chef buddy of "Ratatouille." Additionally, Disney contemplated a variety of title choices before choosing "Brave." This carefully chosen title in appealed to both male and female audiences thus facilitating the success of the film.
     Disney's way of selling, distributing, and promoting Brave continues to build upon its success.  Disney's continued ability to respond to popular demands aids its profitability and success. Brave's marketing campaign prior to the movie being released engaged the audience with its gender friendly title.This unique way of marketing and distributing paved the way for future franchise films and plot lines.


References:
Germain, D. (2012, June 24). Disney's 'Brave' shows mettle with $66.7M debut. Retrieved November 28, 2014, from http://bigstory.ap.org/article/disneys-brave-shows-mettle-667m-debut

3 Marketing Tips from Disney's "Brave" (2012, June 22). Retrieved November 28, 2014, from http://blog.atlasbooksdistribution.com/2012/06/22/3-marketing-tips-from-disneys-brave/