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Lecture 19

CANS 406 Lecture 19: 19 - Disney Case
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2 Pages
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Department
Canadian Studies
Course Code
CANS 406
Professor
Desmond Morton

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MGCR 423
Thursday March 22nd
Group project updates (see announcement on MyCourses)
On 29th: presentations on Canada Goose, Adidas, Tesla
Midterm:
Wednesday, Thursday, Friday: reviewing session
o Exact timing will be on MyCourses
Grades have been uploaded
Average is 73%
Question
What is Disney Studios' tentpole or blockbuster strategy?
Tentpole: production budget ranging from $150 and $250 million
o Other companies (Dreamworks) also use this strategy, to maximize profits
o But Disney is a bit more aggressive
Most of the revenues come from movies with the biggest costs
o Allocate resources to movies they feel will mostly likely be successful
8 big-budget films: in 2016, 4 had budget of 200m and 4 with 150m.
o Each of five studios are expected to produced at least one tentpole a year
Live action made 3 movies
Animation : 1
Pixar : 1
Marvel: 2
Lucas: 1
+ 3-4 small movies
Small movies: not a big source of revenues
Mix o new and existing properties: Disney tries to find balance between pursuing films based on
known properties (sequels) and new ones
o Don't have to advertise as much because characters/universe is known
No co-financing: Disney finance 100% o production budget and marketing for all films
o Increases both risk and possible reward
How does it fit in Disney's organization and brand?
Pioneer in animation: first ever full-length animated feature film (Snow White)
"speak to family audience", "covenant with the audience"
Acquired marvel, Pixar, Lucasfilm
o All have a strong brand
Common link in all of the studio labels "great stories, great characters, and great content
producers"
Large entertainment conglomerate
Economics of making movies
Small budgets films can always become big budget (if the idea is good?)
Still make money
Less risky
Reflect the values of Disney
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Description
MGCR 423 Thursday March 22 nd Group project updates (see announcement on MyCourses) On 29th: presentations on Canada Goose, Adidas, Tesla Midterm: Wednesday, Thursday, Friday: reviewing session o Exact timing will be on MyCourses Grades have been uploaded Average is 73% Question What is Disney Studios' tentpole or blockbuster strategy? Tentpole: production budget ranging from $150 and $250 million o Other companies (Dreamworks) also use this strategy, to maximize profits o But Disney is a bit more aggressive Most of the revenues come from movies with the biggest costs o Allocate resources to movies they feel will mostly likely be successful 8 big-budget films: in 2016, 4 had budget of 200m and 4 with 150m. o Each of five studios are expected to produced at least one tentpole a year Live action made 3 movies Animation : 1 Pixar : 1 Marvel: 2 Lucas: 1 + 3-4 small movies Small movies: not a big source of revenues Mix o new and existing properties: Disney tries to find balance between pursuing films based on known properties (sequels) and new ones o Don't have to advertise as much because characters/universe is known No co-financing: Disney finance 100% o production budget and marketing for all films o Increases both risk and possible reward How does it fit in Disney's organization and brand? Pioneer in animation: first ever full-length animated feature film (Snow White) "speak to family audience", "covenant with the audience" Acquired marvel, Pixar, Lucasfilm o All have a strong brand Common link in all of the studio labels "great stories, great characters, and great content producers" Large entertainment conglomerate Economics of making movies Small budgets films can always become big budget (if the idea is good?) Still make money Less risky Reflect the values of Disney Balanced product-portfolio strategy o Smaller budget bets can serve as tests for future big bets o Smaller-budget bets keep channel partner satisfied o Gives studios more flexibility and ability to spread fixed costs o Can help build studio's reputation or serve as 'passion projects' for A-list talent Bigger budget films o Perform better at international box office o Earn greater share of box-office receipts o Relatively inexpensive to advertise o Greater potential for consumer-product
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