disney marketing

Woola – The Real Star of John Carter?

Does it say something about your movie when more people are talking about a complete digital creation than the film’s real life stars? Well Woola is getting some of the best comments from John Carter. Disney Marketing is finally getting on the Woola love train… Read More »Woola – The Real Star of John Carter?

Muppets Marketing: It’s Time to Light the Lights

Editor: Please help me welcome back our latest guest author Amanda Correia.

Ladies, Gentlemen, and Muppet-kind,

In less than four short months, one of the most highly anticipated and best-marketed films of the year will finally hit theaters. That’s right, folks, we’re talking The Muppets, the brilliance and magic of Jim Henson’s vision reborn with the help of some very creative minds. The film has an impressive list of celebrities who will make an appearance, including co-stars Jason Segel and Amy Adams, Jack Black, Emily Blunt, Neil Patrick Harris, Kathy Griffin, Ben Stiller, Mila Kunis, Lady Gaga, and the list goes on. These celebs are faced with the challenge of bringing the classic Muppets, some of the most distinct characters of the century, to life in a way that is true to their original identities but also relevant in today’s society. Basically, they have to bring “it”. And solely based on the marketing that has been released thus far, I personally see no indication of anything less than the best.

It all started with a poster and a “Kermit Cam”, strategically placed on the Internet in early May, officially launching their 6-month campaign. This teaser poster can only be described in one word: epic. Only a few days prior, Kermit the Frog showed up at the Pirates of the Caribbean: On Stranger Tides premiere (for what would Disney be without some good ol’ cross-promotions?), and played black carpet correspondent for the night. This video is hilarious and brilliant. You must watch it for yourself.

Read More »Muppets Marketing: It’s Time to Light the Lights

From “Chicken Little” to “Lion King”: A 3-D Marketing Roller Coaster

Editor: Please help me welcome our latest guest author Amanda Correia.

Since the release of its first film in 2005, Chicken Little, Disney Digital 3-D has been quite busy. In fact, every year since, it has released at least one original or adapted 2-D animated film, including The Nightmare Before Christmas, Toy Story 1,2 & 3, Up, Cars 2, and in September 2011, The Lion King.

It may not make much sense today to think that Chicken Little was one of the most significant and controversial decisions that the Walt Disney Company has ever made. However, given the state of affairs around the time of its release, it is clear why this film and its marketing were immensely influential. It was a time of war, an open-fire battle between all of the major animation studios and, the newcomer, Pixar. After the recent successes of Pixar’s The Incredibles and Finding Nemo, and DreamWorks Animation’s Shrek 1 & 2, it was clear that Disney, the supposed category king, was lacking: Where was their CG animation?

Read More »From “Chicken Little” to “Lion King”: A 3-D Marketing Roller Coaster