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Disney and Synergy


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Disney and Synergy

  1. 1. Disney and Synergy Lesson Objectives: To be able to explain how Disney uses synergy.
  2. 2. Synergy?
  3. 3. <ul><li>Read through the article and identify how synergy is used by Disney. </li></ul><ul><ul><li>What target audience have Disney identified? </li></ul></ul><ul><ul><li>What different platforms are used? </li></ul></ul>
  4. 4. Tron Legacy <ul><li>Tron soundtrack by Daft Punk released on Hollywood Records. </li></ul><ul><li>Tronorail at Walt Disney World Florida. </li></ul><ul><li>Disneyland Resort Calfornia, ElecTRONica dance parties, including sneak peak of the film in 3D. </li></ul>
  5. 5. How was synergy used to promote Toy Story 3?
  6. 6. Synergy and ‘Toy Story 3’ <ul><li>Trailers – ‘Up’. </li></ul><ul><li>Digital 3D re-release of ‘Toy Story’ and ‘Toy Story2’ – teaser trailers for ‘Toy Story 3’. </li></ul><ul><li>Blu Ray/DVD combo release of the films included ‘The Making of Toy Story 3’ featurette. </li></ul><ul><li>Disney Interactive Studios released ‘Toy Story 3: The Video Game’ prior to the release of the film. </li></ul><ul><li>ABC’s ‘Dancing With the Stars’ featured a performance from the film. </li></ul><ul><li>Sneak peeks of the film shown on the Disney Channel. </li></ul><ul><li>Prior to the release the Disney Channel held a ‘Toy Story’ day, showing the first two films and sneak peeks of the third one. </li></ul>
  7. 7. How important is synergy to the promotion of Disney products? <ul><li>As former Walt Disney CEO Michael Eisner put it, “The Disney Stores promote the consumer products which promote the [theme] parks which promote the television shows. The television shows promote the company.” </li></ul><ul><li>This can also be described as constant media synergy, wherein everything within a franchise promotes everything else. </li></ul>