History of the Disney company.

2. 1922-1946
 Laugh-O-Gram films created by Walt and Roy Disney in
the Kansas city, Missouri.
 After a few successes, the Disney brothers needed
other companies to help with their distribution with
animations.
 As such in 1929 an agreement was signed between
them and Columbia pictures however this only lasted
until 1931 when they signed an agreement with United
Artists.
 1930: Disney merchandises their characters to the
George Borgfeldt company and receive a percentage
royalty on all products sold.

3.  With United Artists, Disney produced around twenty-five
cartoons with “razor-thin profits”. However with UA,
they could have their cartoons shown in the best cinemas
around the world.
 In the year of 1936, the Disney brothers left UA, after
executives refused to front more money. Disney then
sign an agreement with RKO (Radio-Keith-Orpheum)
Pictures.
 With RKO, Disney had access to RKO’s chain of theaters
from New York to Los Angeles.
 Disney’s first successful animation was Snow White and
the Seven Dwarfs was released in 1938 using the small
company Technicolor with whom they won their first
Oscar.

4. World War Two
 In 1941, the US was preparing to enter world war
two. However Disney poured too much money into
Pinocchio and Fantasia. As such Disney lost $1 million
from 1941-1942.
 Between 1942-1945 the company produced
propaganda pieces for the US Government. They
ranged from pieces to support the US Armed Forces
to Anti-German and Anti-Japanese films to
encourage support from the American people and
for the Allies to win the war.

5. World War Two
 1942: Disney make training videos for the US Armed
Forces.
 Bambi was the last animation for over a decade,
however Mickey Mouse, Goofy and Donald Duck
animated shorts remain in production.
 1944: Disney rerelease library features.

6. 1946-1966
 End of the war: $1 million debt cut by $300,000.
 1946: release of “song of the south”, however can
the company survive in the post war world?
 1953: Disney borrow millions to set up “Buena Vista”,
its movie distribution arm.
 Release of a $300 documentary “The living desert”
produces $4 million in revenue.
 1954: Disney and ABC create Disneyland TV.

7. 1946-1966
 1955: Mickey Mouse club TV show released.
 1958-1967: rereleases of snow white gross $50
million from worldwide.
 1966: Walt Disney dies.

8. 1967-1984
 1st October 1971: Walt Disney World resort opens with
Magic Kingdom and 2 hotels in Florida.
 20th December 1971: Roy Disney (Co-founded Disney) dies.
 Herbie and Castaway Cowboy make some limited success
in 1974.
 22nd March 1975: Disney Village market place opens.
 1977: George Lucas makes millions through Star Wars.
 1979: Failed move The Black Hole
 1980: Disney only has 4% of the audience. $130 million in
profit.

9. 1984-1990
 1985: Disney loss $5 million on an early morning TV
show “Todays business”.
 1990: Disney grows and becomes a $16 billion
company.
 1990-1991: Disney loss money through the recession
and the Gulf War.

10. 2000+
 2006: DisneyToon studios in Australia closes after 17
years of operations. In the same year Steve Jobs
buys 7% of the company in shares.
 2009: Disney acquire the Marvel company
 2012: Disney acquire Lucasarts and production of
Star Wars VII.

11. Diversification
 Disney Parks: Family book a holiday at the park and
stay in a hotel (Owned by Disney)
 Families buy merchandise licensed by Disney and this
generates revenue.
 Cross selling of products highlighted in theme parks
and merchandise stores.
 Theme rides are movie themed.

12. Vertical Integration.
 Buena vista company.
 Internet as distribution of both films and music.
 In house travel company working with travel
agencies, airlines and cruise lines and tours to bring
customers.
 ABC focused on using content developed in house.

13. Horizontal Integration
 Acquisition of ABC to own a programe distribution
channel.
 ESPN.
 Disney quests.
 Disney cruise lines.

14. Every Disney theme park