To emphasize the size of the library offerings on Disney Plus, Mr. Del Vecchio said.Īnother move involved digital media. “They have gotten more awareness for Disney Plus from press coverage of these subscription deals than they ever would have been able to get through paid avenues,” Mr. Disneyland and Disney World, both of which opened monumental “Star Wars” lands this year, have also been promoting the show. “The Mandalorian,” which contains a dramatic “Star Wars”-universe spoiler in the first episode and will be available the moment Disney Plus starts, has been as heavily promoted as a traditional feature film, with billboards, 30-second television commercials, radio spots and digital ads. The series, created by Jon Favreau (“Iron Man”), cost an estimated $15 million an episode to make and stars Pedro Pascal, perhaps best known for his role as Oberyn Martell on HBO’s “Game of Thrones.” To show that Disney Plus is not just for young viewers, marketers for the service are playing up one original offering in particular: “The Mandalorian,” a live-action “Star Wars” series (the first ever) that follows a gunfighter on the edge of the galaxy. So we are having to do a lot of positioning in a very short amount of time.” “People also may or may not know that Disney owns Marvel and Lucasfilm and National Geographic. “We need to educate consumers and explain that this is not the Disney Channel app,” Mr. So marketing materials need to make it clear that there will be something for everyone, even A.W.O.C.s, which is how some people at Disney refer to Adults Without Children. The company does not want people to think that Disney Plus is only for families. Earley may have an enviable array of resources, but the Disney brand also presents challenges. Iger to reposition Disney for growth - its traditional cable businesses are in decline - and compete with the tech giants that are aggressively moving into Hollywood. The video platform represents a make-or-break attempt by Mr. Iger positioned Disney’s recent $71.3 billion acquisition of Rupert Murdoch’s Hollywood businesses as helping to supercharge Disney’s streaming efforts. It paid $2.5 billion for BamTech, a company known for helping Major League Baseball and HBO create successful video platforms. Iger, who took over Disney in 2005, has staked his legacy on the success of Disney Plus, which will cost $7 a month and offer movies and shows from six brands: Disney, Pixar, Marvel, “Star Wars,” National Geographic and “The Simpsons.” Disney has spent billions on the effort. (Tinker Bell has 9.3 million friends on Facebook alone.) Discovery : The recently formed media colossus announced plans for a free streaming service and a paid subscription streaming service combining HBO Max and Discovery+.ĭisney will also push out information about Disney Plus on almost all of the company’s social media accounts, which combined have more than a billion followers.
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