Love it or hate it, Disney is undoubtedly one of the most successful companies of all time. To put this statement into perspective, in the twelve-month period ending December 31, 2023, Disney grossed an annual revenue of $88.94 billion, building an empire atop the entertainment landscape. At the heart of this success, and the reason why Disney is a household name, lies a carefully designed marketing strategy.
For the past 100 years, Disney has created and maintained a cast of well-known characters that appeal to our emotions and lay the foundation for their marketing strategy. The first Mickey mouse film premiered in November of 1928, and although Mickey has evolved from a black and white cel animated character, he is still well-known to this day. Watching a character such as Mickey grow results in a sense of nostalgia – parents, who grew up watching the Mickey cartoons, may experience a sense of connection by showing their children the same cartoon, in an updated format. This is one of the first genius strategies that Disney applies: creating a generational appeal.
While Disney has carefully crafted their content for mass audiences, the company has not always had the best reputation. Early films are plagued with racism and ethnic stereotyping, and Walt Disney himself has been criticized for being an antisemitic and racist individual. Even the films that I grew up watching, such as The Little Mermaid, do not paint women as the strong individuals that they are. Instead, Ariel is voiceless and at the mercy of the men in her life. While it was accepted at the time, this is not the type of message which reflects well for young people today.
Over the past few years, Disney has worked hard to turn this reputation around; Moana (2016) portrays a strong, young, woman from Motunui who sets off on a journey to save her people. She experiences setbacks along the way, but she perseveres and finds herself and her place in the community. In the newest live-action version of Aladdin (2019), a new song is featured which tells the story of Jasmine finding her voice, even if it defies her father's wishes. The newest version of The Little Mermaid (2023) also employs a feminist lens, as well as featuring a diverse cast of actors. Disney still has a long way to go, and there is nothing that makes up for the past, but as I sat in the theatre watching Ariel from this new perspective, it was heartwarming to see the progress made from my childhood.
Through these retellings and new characters, love, joy, and pride still lie at the basis of the stories, but the difference is that Disney markets to a modern audience. In today’s films, important values are promoted, and by creating politically correct characters, these values are instilled in young viewers and have a massive appeal to parents.
Similar to the strategy of remaining relevant to the times, Disney has also made great use of remaining relevant to the market. The company has attained several acquisitions, which results in new characters, markets, and thus profits. After cornering the market on princess movies, Disney acquired Marvel in 2009. This 4-billion-dollar investment opened a whole new avenue for potential profit – superheroes. But the
acquisitions didn’t end there – Lucasfilm, 20th Century Fox, Star Wars, and the Simpsons are all household names which are now owned and operated by the media conglomerate. If you travel to Disney’s theme park in Orlando, you can visit the Simpsons land. When I was there, I ate a giant doughnut which mimicked the “Lard Lad” doughnuts that are featured in the show. This leads to the fourth marketing strategy implemented: creating an immersive experience.
Attending a Disney theme park is an experience like no other, in that you truly feel like you have entered another world. Characters wander around and interact with visitors, and on every corner, you can buy merchandise of your favorite character. In fact, much of this merchandise is marketed as being “exclusive” to the park. People wander around trading rare pins, and a sense of community is created. In other words, it is not just during the rides that you are immersed in all things Disney; the experience expands to transportation, and even themed hotels and cruises. Sure, you can go to a regular amusement park and go on rides, but it won’t be the same as the immersive Disney experience. This is by no accident, and it is clear that Disney has worked hard to capture an audience which seeks out and is willing to pay for this experience. In 2023, Disney parks made 32.6 billion, proving the value in this strategy. This market expands beyond just kids - think “Disney adults” and Disney weddings!
In terms of distribution, several methods are used to maximize both reach and profits. Typically, Disney movies premier in theaters, allowing for the release of merchandise such as action figures and themed popcorn buckets. At home, the Disney channel airs a constant stream of T.V. programming, with extra content released on social media and YouTube. In 2019, Disney+ was launched, providing a convenient subscription platform which contains both Disney content as well as content from their acquisitions, like a collection of Star Wars movies. Disney+ is a center for all things Disney and marketed as a safe platform for kids since adults can set up age restrictions on content. These distribution methods allow for both ease as there are many ways to access content, but also appeal to all generations.
These marketing tactics work together seamlessly to create a well-known and successful brand. No matter where you go, you are bombarded with Disney related content. Their success almost seems magical, but when broken down, it is clear that every marketing move is carefully thought out. When a new movie is released, you can be sure it will appeal to universal emotions and evoke a sense of nostalgia. There will be merchandise, and maybe even a theme park ride to accompany it. An all-encompassing experience is created, and no matter your age or your favorite character, there is something for everyone to love. That is where the true magic lies!