A tentpole movie requiresĪ much higher budget to produce, yet it is estimated to make great revenue for both the studioĪnd the investors. Needed for a tentpole strategy: "you need to have the intellectual property, you need to be able toĪfford to do it, and you need to have the courage to do it" (Elberse 13). Lucasfilm focuses on science fiction and Marvel focuses on hero stories.Īlan Horn, the chief creative officer of Walt Disney Studios, believes there are three things The five brands stronger by being specific to their domain and true to their fan base. Technology but we cannot do production work for each other" (Elberse 5). These entities remain separateĮspecially when it comes to the choice of genre or characters of a story: "We can share ideas and
(‘Disney Animation’), Pixar, Marvel Studios and Lucasfilm. Walt Disney Studios Motion Pictures (‘Disney Live Action), Walt Disney Animation Studios Disney’s brand uses maximum benefit within its five studios – Negotiation power and access to, as well as control over, production materials and product flows The University of Donja Gorica explains, “enables a firm to benefit from synergy” and “pooled Morality, and traditional family roles” (Wills 104, 105).ĭisney follows a related diversification strategy in which, as professor Zvezdan Vukanovic at Learning essential concepts such as “universal love, good conquering evil, and simply happyĮndings” as well as cultural and social principles of “a Protestant-style work ethic, absolute Nevertheless, the younger audience appreciates simplicity while Vision, while others argue that the studio oversimplifies life and social situations with its ‘Mickey ‘moral regulation’ over its audience, in a sense keeping people in line with Walt’s conservative
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Well-established sociology professor at City University, stated that Disney “pursues a code of Have to see it now? Do I have to see it on the big screen?” (11). Before giving a project a greenlight, the company asks itself “Do I Robert Igler has greatly invested in great stories whichĪre familiar yet innovative where their characters “exist in a shared universe” and theyĪttempt to “do something that is a continuation of our existing cinematic universe and something
Disney designed a brand that only speaks to a family audience where explicit content Disney has developed a worldwide known brand that has always stayed true to its core
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