3.3b
Media
‘The small screen is the new deal.’ Reuters tells us, animated movies are becoming a crowded marketplace. The marketers at the Walt Disney Company are looking to expand its character base and its span over the television. Besides using the TV to advertise its multi-faceted organization (Parks, Movies, etc.) The best example of this will be the re-release of the timeless classic The Lion King. This was the last blockbuster hit to smoke the charts for the giant. Strengths lie in what has worked in the past. The Walt Disney Company is putting $200 million on the DVD release of the epic movie. The DVD market has shown to be vital to profits. Internal Workings and cross promotions within will be carrying this one. Kellogg’s, McDonalds, and Toys R Us, are just a couple of the partners that we will be seeing with Lion King tie ins.
The strategic partners who keep long term relationships are those which remain most profitable and valuable to the company. Park President James Rasulo states, “when we collaborate, we tend to really hit the mark with our guests and meet the needs of both partners’ companies and ourselves.”
Another media feat for the company that is not necessarily showing a complete strength for the company is the acquisition of the Fox Family channel. The profits are not quite there however.
2 Brandweek states that this is the most ever put on a DVD release and some return $100 million the first day on the shelves.