Film Advertising

Encanto is a disney film; because Disney is a conglomerate company (one overall parent comapny owns a number of smaller, subsidiary companies), they have creative control over the production process. 

Encanto, then, was produced by Walt Disney Animation Studios, and released by Walt Disney Pictures. Therefore, the company has complete control over the film from inception to release, and have access to multiple platforms for cross-promotion (Disney using bilboards in their theme parks or trailers on Disney+) and Synergy (working with another comapny). 

Video-on-demand:
Nowadays, companies can also exhibit their films via online video-on-demand (VoD) services such as Netflix and YouTube. 
Disney owns the Disney Channel (TV) but also Disney+, a VoD allowing it to compete with the likes of Netflix. 

Watching films in the cinema because:
Saw a trailer on YT.
Hype/buzz on social media.
Anticipation for a sequal etc. 
The experience of seeing the film in the cinema.
Friend/family told me go. 
Collective viewing / social activity.


Encanto Case Study:

Marketing and distrubution
Encanto was released in November 2021. (Important because of christmas).
A Disney film, it had an estimated budget of $120,000,000 and went on to gross just over $250,000,000.
(In comparison... Frozen cost $150,000,000 and grossed $1,282,000,000 worldwide).
Interestingly, Encanto was shown in cinemas for 30 days (a shorter running period than usual) prior to being released on Disney+, where it grew in popularity and gain worldwide success.
We don't talk about Bruno...  becase No.1 in the music charts. 

Lin-Manuel Miranda wrote and composed eight original songs for Encanto. As a result of this, he had autonomy of his songs and said only one could be released in the charts.
Interestingly, Dos Oruguitas was selected for being an emotional song and a key moment in the film - Oscar nominated.
Post Oscar submission (which must have been very annoying!), We dont talk about Bruno took off unknowingly and Dos Oruguitas didn't win.
We dont talk about Bruno became the biggest single from Disney's library of animated films in 26 year. Through spotify alone, it has gained over 135 million streams since the film's premiere.

Digital Advertising:

YouTube channel with over 7 million subscribers - Encanto playlist. 

Disney website - Encanto - Colourful, Trailers at the bottom, offers other similar movie recommendations.

Disney Website - Lots of cross promotion for disney+, new shows and movies being promoted, cross promotion for their online shop, parks and theatre.


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Identify 4 digital media industry sectors (4)
1. Print
2. Film
3. Websites
4. Television

Explain how one product from a digital media industry sector you have studied has been distrubuted using online technologies (3)
Product - Encanto
Encanto has been distrubuted on a streaming service. This can be accessed by the Disney+ website or app which is an online technology. 


Identify four advantages of a conglomerate ownership structure (4)
1. Able to use subsideries across many media outlets.
2. Large brand image - lots of exposure to company (better and bigger advertising).
3. Can develop good relationships with other large companies for future work. 
4. Can use subsideries to cut costs in media production.

Explain how one institution you have studied used its conglomerate ownership structure to advertise one of it's digital media brands or products (3).
Disney used Disney+ (a subsidiary of disney) to market Encanto and gain increased vieweship globally. They only released Encanto in cinemas for a limited time and then straight away released it upon their own streaming service. This therefore enables them to increase users on Disney+ for people who want to watch the movie. 























Comments

  1. JCoSS Media Dept12 November 2023 at 04:02

    A strong blog post, which has been well structured.

    The exam responses at the end of the post are spot on, well done!

    Mrs B

    ReplyDelete

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