Our favorite toys came out of the toy chest and onto the big screen in 2010 with the release of Toy Story 3. With a movie trilogy at this large scale Disney began marketing for its production early with the re-release of Toy Story and Toy Story 2 as a double feature in Disney Digital 3D in order to build anticipation for what the sequel would hold. This release of the previous films included a short feature of what Toy Story 3 was all about. Disney Interactive Studio also released a video game based on the film prior to the release date. According to Nikki Finke, "Toy Story 3 started its record-breaking domestic run on June 18 becoming Disney-Pixar’s highest grossing opening weekend taking in $109 million and marking the highest June opening in industry history." Due to Disney's marketing strategy, this film was on of the most successful productions being the second highest grossing animated film (surpassed by Frozen). The success of the film was facilitated by the promotions on ABC Family, The Disney Channel, and Disney XD. Additionally, Toy Story 3 was featured in Apple IPhone OS 4 promoted by Steve Jobs.
Disney's marketing strategy of wide promotions on a global scale are what creates high grossing films such as Toy Story 3. This production proves the idea that Disney can take an older film such as Toy Story which was released in 1995 and build it into the franchise that it is today. Disney's ability to create family friendly, lovable characters that capture our hearts for many years such as our favorite space ranger Buzz Lightyer and our best pal Woody.
References:
Finke, N. (2010, August 13). 'Toy Story 3' Now Biggest Toon Of All Time. Retrieved December 17, 2014, from http://deadline.com/2010/08/toy-story-3-now-biggest-toon-of-all-time-61387/
Toy Story 3. (n.d.). Retrieved December 17, 2014, from http://disney.wikia.com/wiki/Toy_Story_3
The marketing for this movie was so successful, it created that sense of nostalgia that had a lot of people anticipation it. I think the only reason that frozen surpassed it was because of its all star cast. But since Toy Story 3 was able to be marketed as this ending childhood trilogy, no wonder it did so well in the box office.
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