Content Integration
Producing quality branded content is at the crux of all of Disney’s entertainment conquests. The company is adept at leveraging its popular characters and brands for use across its operating segments. Case in point, Disney struck gold with Frozen, a 2013 animated feature about a proudly independent princess. Not only did the film rake in $1.3 billion at the box office, but it also inspired a television crossover (on ABC’s Once Upon a Time), a Broadway musical, and a theme park attraction (opens in early 2016). Demand for Frozen merchandise was higher than any Disney film in recent memory, with about 3 million Elsa costumes sold in North America alone. This type of cross-platform integration is unmatched by any mass media company on the planet.
Content IntegrationProducing quality branded content is at the crux of all of Disney’s entertainment conquests. The company is adept at leveraging its popular characters and brands for use across its operating segments. Case in point, Disney struck gold with Frozen, a 2013 animated feature about a proudly independent princess. Not only did the film rake in $1.3 billion at the box office, but it also inspired a television crossover (on ABC’s Once Upon a Time), a Broadway musical, and a theme park attraction (opens in early 2016). Demand for Frozen merchandise was higher than any Disney film in recent memory, with about 3 million Elsa costumes sold in North America alone. This type of cross-platform integration is unmatched by any mass media company on the planet.
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