2/28/2023 0 Comments Kids snippets star warsTo emphasize the size of the library offerings on Disney Plus, Mr. Del Vecchio said.Īnother move involved digital media. “They have gotten more awareness for Disney Plus from press coverage of these subscription deals than they ever would have been able to get through paid avenues,” Mr. Disneyland and Disney World, both of which opened monumental “Star Wars” lands this year, have also been promoting the show. “The Mandalorian,” which contains a dramatic “Star Wars”-universe spoiler in the first episode and will be available the moment Disney Plus starts, has been as heavily promoted as a traditional feature film, with billboards, 30-second television commercials, radio spots and digital ads. The series, created by Jon Favreau (“Iron Man”), cost an estimated $15 million an episode to make and stars Pedro Pascal, perhaps best known for his role as Oberyn Martell on HBO’s “Game of Thrones.” To show that Disney Plus is not just for young viewers, marketers for the service are playing up one original offering in particular: “The Mandalorian,” a live-action “Star Wars” series (the first ever) that follows a gunfighter on the edge of the galaxy. So we are having to do a lot of positioning in a very short amount of time.” “People also may or may not know that Disney owns Marvel and Lucasfilm and National Geographic. “We need to educate consumers and explain that this is not the Disney Channel app,” Mr. So marketing materials need to make it clear that there will be something for everyone, even A.W.O.C.s, which is how some people at Disney refer to Adults Without Children. The company does not want people to think that Disney Plus is only for families. Earley may have an enviable array of resources, but the Disney brand also presents challenges. Iger to reposition Disney for growth - its traditional cable businesses are in decline - and compete with the tech giants that are aggressively moving into Hollywood. The video platform represents a make-or-break attempt by Mr. Iger positioned Disney’s recent $71.3 billion acquisition of Rupert Murdoch’s Hollywood businesses as helping to supercharge Disney’s streaming efforts. It paid $2.5 billion for BamTech, a company known for helping Major League Baseball and HBO create successful video platforms. Iger, who took over Disney in 2005, has staked his legacy on the success of Disney Plus, which will cost $7 a month and offer movies and shows from six brands: Disney, Pixar, Marvel, “Star Wars,” National Geographic and “The Simpsons.” Disney has spent billions on the effort. (Tinker Bell has 9.3 million friends on Facebook alone.) Discovery : The recently formed media colossus announced plans for a free streaming service and a paid subscription streaming service combining HBO Max and Discovery+.ĭisney will also push out information about Disney Plus on almost all of the company’s social media accounts, which combined have more than a billion followers. Cable Cowboy: The media mogul John Malone opened up about the streaming wars, the fast-changing news business and his own future.Apple’s Will Smith Movie: After a long discussion, Apple said it will release the film “Emancipation” - the actor’s first since his infamous slap at the Oscars - in December.Late-Night Talk Shows: TV executives are mulling the future of the genre, which is struggling to make the leap to the streaming world.What did Disney know about streaming and the complex technology needed to pull off that kind of service? Netflix, Amazon Prime and even a few of Disney’s traditional competitors snickered. Iger, the chief executive, made a bold proclamation: “We’re going to launch big, and we’re going to launch hot,” he said. Two years ago, when Disney unveiled plans for a Netflix-style video platform, Robert A. Bergeron plugged the service over and over again.Īnything for a corporate sibling: ABC, which is owned by Disney, has been blowing trumpets for Disney Plus as part of a kingdom-wide advertising offensive - one that Ricky Strauss, president for content and marketing at Disney Plus, has described as “a synergy campaign of a magnitude that is unprecedented in the history of the Walt Disney Company.” That is quite a statement given the gusto with which Disney typically approaches cross-promotions. By the end of the hourlong broadcast, they had sore hands. With his voice rising, he added, “It’s available for you to pre-enroll right now!”Īt that moment, Disney Plus employees, watching the live broadcast from Disney headquarters in Burbank, Calif., broke into applause. 12, he told the seven million people watching at home. Disney Plus, a new streaming service, was arriving on Nov. LOS ANGELES - Tom Bergeron, the host of the ABC reality show “Dancing With the Stars,” looked into the camera at the start of a recent Disney-themed episode and made a forceful sales pitch.
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