Discuss the ways in which media products in your case study are advertised and marketed.
Advertising and marketing is used to attract. By advertising they are capturing the attentions of the public and reeling them in. Then, by marketing they can make a profit by selling merchandise, clothing, and DVD’s. All of this results in a company, like Disney, to make a greater profit. As most the world is modernising, media is always a step ahead. They keep creating new and creative ways to advertise and market so they can always keep their audience in the box. For example, Brave which was released in 2012 is still creating new apps, games and short films to keep their audience close and keep the profit still coming in, way after the movie release. Web 2.0 has enabled interactivity between the company and people. Disney has webpages, social media and apps. All of which anyone can get to with a phone. Social media is known to keep people connected, companies like Disney have taken advantage of this so they can keep people connected with them. They will post pictures, videos and news on the latest at Disney; people can like, share, comment and save this all. Disney earns a bit of money from this so, again, they are gaining a profit from this. Horizontal integration is owning different types of media, for example Disney owns ABC, ESPN, and Pixar. Disney can advertise a Pixar movie on both ABC and ESPN by having advertisements on the side as the people are watching those. For example, football games showed on ESPN could include ads on the side and bottom for the new Moana. Disney can profit from every aspect of making movies by using only Disney owned companies which can produce the, market them, distribute them around the world and produce the merchandise for them. This is vertical integration.
Web 2.0 is the current state of online technology, characterized by greater user interactivity and collaboration, more pervasive network, connectivity and enhanced communication channels. Almost 2.5 billion people have some sort of social media profile. This enables them to get anything across to anyone in the world. Since the vast growth of the internet across the world, sales for any company has risen by over 65%. It is now the main way of advertising and marketing. Netflix, Amazon Prime, Hulu, are all movie streaming websites. They provide people with a legal way of watching a wide variety of films. These are now also the most common way most people watch movies. This gives companies like Disney a chance to further market their films. A YouTuber with the username ‘Paint’ released a Disney parody song, acapella style, called ‘After Ever After’. After receiving almost 70 million views he was noticed by Disney and was asked to do more parodies for them to advertise new Disney movies and Disney overall. His usual viewers were attracted by this and so took more notice of the advertised films. Disney also started to ask young viewers to send in videos of themselves singing, dancing, or acting to their new movie release. These videos were put on when the adverts came on Disney channel to advertise their new film. This attracted a lot of attention and so gained more viewers for their new product. Convergence is the merging of mass communication outlets. And Disney have proved to show this through Disneyfication. They have ‘Disneyfied’ the most common of things and put a twist to them. The artist Banksy has many great pieces of work. Disney took a few of them and put a Disney character in, for example the art work called ‘Rage’ was replaced with Mickey Mouse. This was then all over social media as people loved the idea of it.
Trailers are the main thing that will grab the attention of the audience and reel them in. However modernised the media gets, nothing will advertise the product better than having actual clips of the movie released. For example, Disney’s Frozen released a few clips of Olaf and the characters a year before. They kept releasing 30 – 60 second clips to keep gaining audience and keeping them in so more people watch the movie. Although, the reason Frozen got so big was because of Web 2.0. People shared the trailers and so more people were aware of the new film coming out. The annual Super Bowl is watched more than 114.4 million viewers in the US alone. This gives the perfect chance for anyone to advertise their brand/company and have it watched by millions. It costs around $100,000 per second to have their advertisement shown. Pirates of the Caribbean: Dead Men Tell No Tales was the advertised Disney Movie. Pirates of the Caribbean: On Stranger Tides was the 2011 advertised film and it received a total of 1.045 billion dollars. Trailers used to be at the end of a movie at the cinemas, hence the name ‘trailer’. However, everyone would just leave and so now that they show 20 minutes of trailers at the beginning, people are forced to sit and watch the trailers for the upcoming films. They then capture the attention of the audience and they then have a desire to watch that film. The shown trailer will usually be on the same genre or age restriction as the main movie. This way it is the same group of people that will enjoy it. This is called synergy, for example, at the Monsters University movie showing they were showing the complete trailer to Frozen. Both targeted at the younger audience who enjoy the supernatural. Also, magazines may not be read as much anymore but they are still a big part of society. And so, to be on the front cover would be a big deal. Empire has had many of the Star Wars movies on their front cover. This not only attracts the audience that read that magazine but any other person who walks down that aisle in a supermarket as they are all on display for anyone to see.
Being one of the big six has the advantages of being extremely rich. And having vast amounts of money enables them to be creative with it. For example, Disney has 11 theme parks around the world that are visited by millions daily. This way they can create a buzz around a certain movie by having specific rides that are based on the movie and characters. For example, a ride that is suitable for families at Disneyland Paris where you sit in and its almost as if you’re flying around Neverland, just like in Peter Pan. It brings the hype around that film. That ride was out when Peter Pan came out. This way people were not only excited to see the film but go on the ride also. Disney has been very creative with guerrilla advertising. When up was released they had the character Russell on a bus stop looking like he’s flying away then with real balloons on the top. Someone then takes a picture of this then posts it online so it can go viral. Grabs attention, the movie makes millions. All like dominos.
When a new movie is being created, if they include an A list actor it automatically grabs the attention of the media. Their reputation is so high that anyone would want to specifically see a movie just due to the actor in it. For example, Tom Hanks, the voice of Woody in Toy Story. Many people wanted to see it because he was part of the film. In house characters also bring more of an audience. Idina Menzel is the real voice of Elsa in Frozen and she also sings Let it Go. However, she is not as known as Demi Lovato. And for this reason, Lovato did a cover of the song and now it has more views on YouTube than the original.
In conclusion, all they want is money. The CEO even said, ‘to make money is our only obligation’. So some may put thought into everything but everything leads to them getting richer and controlling what we view in the media.