Research on the marketing communication for Disney's Beauty and the Beast across the multiple channels of print ads, trailers, Facebook, Twitter, and PR through online articles.

2. How do consumers make a decision?
Price?
Availability (Show time)?
Word of Mouth?
Contents (story, actors, awards)?

3. Opening Weekend

4. Communication Objectives
To raise awareness of the movie
before the release date

5. Target Audience
Girls and their families Women in the 20s and 30s

6. Social Media
Advertising
PR communications
Communication Tools

7. Social Media
Advertising
PR communications
Communication Tools - Different Targets

8. Communication Tools - Advertising

9. Communication Tools - Advertising

10. Communication Tools - Advertising
Original Animation Trailer Live-action Trailer

11. Communication Tools - Advertising
Original Animation Trailer Live-action Trailer

12. “I know the live-action remake would be different from the original one,
still I hope this new film would be same as the old one to some extent.”
Momoko, age 28, Tokyo

13. Communication Tools - Advertising
“We have what you expect.
We show what you want to watch.”

14. Communication Tools - Social Media

15. Communication Tools - Social Media

16. Communication Tools - Social Media

17. Communication Tools - Social Media

18. Communication Tools - Social Media

19. Communication Tools - Social Media

20. Communication Tools - Social Media
“Let’s share the excitement
and go to the theater on the release date!”

21. Communication Tools - Online Articles

22. Communication Tools - Online Articles

23. Communication Tools - Online Articles

24. Communication Tools - Online Articles

25. Communication Tools - Online Articles

26. Communication Tools - Online Articles

27. Communication Tools - Online Articles
1. Dissemination of information through third-party media
2. “This is the new value we offer to the society.”

28. Social Media
Advertising
PR communications
Communication Objectives
Raising awareness before the release date
We have what you want!
Let’s go to the theater on the first day! This is the new value we offer.