Distribution Essay

1. Essay on Distribution
Disneyiswell knownformakingarange of differentfilmswithawide range inaudience.Disneyisa
conglomerate asitconsistsof differentgroupsof thingsforexample StarWars,whohas a more
male dominate audience,orSleepingBeautywhoappealsto the youngerfemaleaudience.Disneyis
a dominate companyinthe filmindustry,havingmanyof theirfilmsinthe top10 grossinglist. Most
people’sfavouritefilmshave eitherbeencreatedbyDisneyorownedbyDisney.
Distributionisincreasinglyimportantastechnologycontinuallyadvancessomediacompaniesmust
keepupand distribute andmarkettheirmediaproductsinawaythat will appeal tothe audience
and newgenerations.Disneyhaseffectivelydonethisbysellinglicensestoincreasinglypopular
servicessuchasNetflix orskywhichisa householdservice andtherefore aneasywayforDisneyto
distribute andtargeta massaudience thatisalsodiverse.Distributionischangingthe modernworld
as Disneyhave adaptedtotakingadvantage of promotinganddistributingthroughnew services
such as Netflixandskyshowinghowmediaisalwayschangingandevolving.
McDonaldshave sponsoredThe WaltDisney. McDonalds triedtohelpDisneytoattract more the
youngeraudience andfamilies. One thingwhichMcDonaldshave beendoingforover30 years now
isgivingouttoys to everyone whoboughtahappymeal.Thisuse of synergy allowsMcDonaldsand
the filmtogo furtherintheirbusinessbecause those whoeatatMcDonaldsand getone of these
toyswill wantto watchthe movie andthose whohave seenthe movie will wantthe toysotheygo
to by McDonaldsand getthiswitha happy meal.Walmart hadseparate standsfor all the Disney
moviesandhadall the merchandise surroundingthem.ThisallowedDisneytowidentheir
demographicasoldergenerationswere seeingitandbuyingitfortheirgrandchildrenetc.
The same service thatisthe exclusivehome fornew StarWars televisionshows.Andthenthatsame
companywill offerfansthe opportunitytoactually visitthe landsthey’rewatchingthroughDisney’s
theme parks,andthenread abouttheminbooksand comicsput out byDisneypublishers.It’sa
holisticecosystemof entertainment,all underone corporate umbrella,witheachdivisionpushing
audiencesto engage witheveryotherdivision.Withoutoutsidedealsorrestrictions,itisall just
Disney.
The Disneyvaultisthe way Disneycontaintheirfilmreleasesanddistribute theirfilms.Disneykeep
all of theiranimated filmsintheir‘vault’, stoppingthe release of anyof the filmsinproduction.In
bigholidays,Disneyre release filmsfromthe vaulttogettheirdemographicinterestedtobuyall of
theirfilmsagain. Thistacticisuseful asit interestsall the demographics,andre intereststhe old
audiences. Furthermore,the Vaultsystemwill enhance Disney’ssecondaryprofitstreamsonfilms
whichmightbecome twentytothirtyyearsoldor evenolder,asonce these filmsare releasedoutof
theirvaultfora while,theyare presentedasenhanced‘special’editions.
Disneyhasbeenre-releasingclassicfilmssuchasSleepingBeauty,Snow White andthe Seven
Dwarves,andBambi in the formof DVDs.These DVDshave beenlabelled‘Platinum’ or‘Diamond’
editionsandhasbeendone ona seven-yearcycle. Thiscreatesaconstantand consistentincome for
the brand and allowstheirbrandtobe distributedfurther.
The 2016 remake openedtothe Box Office onApril 15,2016, and tookin around$300 million.
3D versionsare verygoodbecause peoplemighthave alreadyseenthe normal versionbutthe 3D
versionmightmake peoplewanttogo andsee it againand thentheywill getmore profit.

2. Conclusion
To conclude itisimportantto stressthe importance of distributiontoa conglomerate likeDisney.
Withouteffective distributionpatternsfilmscouldeasilyunderachieve profitwise forexamplebutit
mustbe rememberedthatdistributioncannotbe seeninisolationbecauseitcanquite easilybe
linkedtothe principle of synergy,asone businesstheoriststates ‘industriesrelyonrepetition
throughuse of stars,genres,franchises,repeatable narrativesandsoonto sell formatsto
audiences,thenindustriestrytoimpose scarcitytokeepdemandhigh.’Thisisverytrue of Disney
whowiththe original Jungle Book1967 foundhimselfwithlimitedavenuesof distribution –namely
TV and film,thustokeepThe Jungle Bookcharactersfreshinthe mindsof audiencesthe company
createdotherprogrammesandancillaryproductsfrom1967 to the early2000’s to keepalive the
ideaof the charactersso that inthe future there couldbe apotential remake orrebootof the
original film,these otherprogrammesincludedTalespin,acartoonstarring manyof the characters
fromthe original filmandJungle Cubs –anothercartoonwhichexploredBaloo,Shere Khanand
othercharacters’livesaschildren,the aimof these productswere tonot onlytokeepaudiences
entertainedbuttokeepthe Jungle Bookfranchisefreshandactive althoughmore importantly,a
meansbywhichone mediaproductcan promote anothermediaproductbythe same company,a
termcalledsynergy`andone whichwill onlyimprove withthe creationof Disney’snew streaming
service in2019.