Walt Disney Pictures advertising & marketing assignments

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Selected Disney Pictures advertising

Walt Disney Pictures dominates the global filmed entertainment industry. It continues to produce its own hugely successful self-generated content, most notably now a series of remakes of the most celebrated animated features in its archive, such as 'The Lion King', 'Aladdin' and 'The Jungle Book'. These are accompanied by the output from three other production units acquired between 2006 and 2012 and each just as influential in its own right: Pixar, Marvel and Lucasfilm, home of the Star Wars franchise. Yet another production banner was added to the collection in 2019 with the acquisition of what is now 20th Century Studios. (Disney dropped the Fox from 20th Century Fox at the beginning of 2020). Together these give the Disney organisation an unrivalled mastery of the global entertainment industry from theatrical exhibition to home entertainment, and on into stage performance, live events, theme park exhibits and consumer licensing. By the end of 2019, no fewer than 24 separate Disney releases have taken more than $1bn at the worldwide box office, including three at more than $2bn. (No other studio has more than six). Disney has been responsible for the biggest grossing cinematic release worldwide every year since 2015. In most years, it has at least the top two releases; in 2016, it had the top six. 'Avengers: Infinity War' and 'Black Panther' were the two top-grossing pictures of 2018 at $2.05bn and $1.35bn respectively; 'Incredibles 2' ranked #4 at $1.24bn. 'Avengers: Endgame' was the biggest individual release of 2019 - and of all-time - with a global gross of $2.8bn. 'The Lion King' was the #2 picture globally in 2019 at almost $1.7bn, followed by 'Frozen II' at $1.2bn. 'Captain Marvel', 'Toy Story 4' and 'Aladdin' all topped $1bn, while December release 'Star Wars: Rise of Skywalker' was a late arrival as the year's #10 top-grosser at $725m. (It topped $1bn in Jan 2020). For the year to Sept 2019, Walt Disney Studio Entertainment reported revenues of $11.1bn, with operating income of $2.7bn. However, the Covid pandemic had a big impact on much of the following year, with multiple releases postponed or switched to streaming release. Revenues for ye 2020 slipped to $9.6bn; net income to $2.5bn. Theatrical distribution accounts for more than 40% of revenues - these are, after all, movies designed to be seen on the big screen. Home entertainment contributed a sizeable but slowly shrinking 18% in ye 2019, with most of the rest from TV licensing, streaming and video on demand. The latter contribution has been impacted by the launch of the Disney+ streaming platform, but what Disney loses in third-party streaming income it will regain from its own streaming subscriptions: the bulk of its most desirable streamed content will be available exclusively via its own subscription-based platform, not from other services. The juggernaut rolls on. Alan Horn is chairman of Walt Disney Studio Entertainment and chief creative officer; Alan Bergman is co-chairman.

Capsule checked 30th July 2019

Which agencies handle advertising for Walt Disney Studio Entertainment? Find out more from the Account Assignments database.

Who are the competitors of Disney? See Media Sector

Who are the marketing decisionmakers for Walt Disney Studio Entertainment? Find out more from the Account Assignments database.

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Historical profile information for Walt Disney Company

Recent stories from Adbrands Update:

Adbrands Daily Update 14th Sep 2020: Disney's bold experiment to release the live-action 'Mulan' movie at a premium price on the Disney+ streaming service has encountered problems both in the West and in China as a result of a rare political misstep on Disney's part. Though almost all of the film's exterior scenes were shot in New Zealand, around one minute of location footage was filmed in Xianjiang, the region of China where Uighur Muslims are being forcibly interned in "re-education" camps. It's unlikely anyone would have been aware of this were it not for the movie's end credits, which include notes of thanks to eight government agencies in that region. This was spotted by Western viewers, prompting a social media storm in which activists demanded a boycott of the movie on political grounds. If that was not embarrassing enough for Disney, Chinese authorities have themselves reacted furiously to the Western outcry, issuing orders to local media outlets not to provide any coverage of the movie. The end-result is likely to be serious financial damage to Disney, which had taken enormous steps to tailor the film to Chinese audiences.

Adbrands Daily Update 20th Jan 2020: Disney is dropping the Fox name from 20th Century Fox movies and its arthouse satellite Fox Searchlight. The company has made no official comment, but the move is widely understood to be an attempt to distance the business from the remaining Murdoch-controlled Fox Corporation media operation, and especially Fox News. The main movie division rebrands as 20th Century Studios, while Fox Searchlight becomes Searchlight Pictures. No decision has yet been made about the 20th Century Fox TV Studios production business. However, that unit has comparatively low awareness among consumers by comparison with the movie division.

Adbrands Daily Update 2nd Jan 2020: Disney dominated the global cinematic box office in 2019 as never before. In the US, helped by its acquisition of Twentieth Century Fox, it achieved an unprecedented 38% of cinema ticket sales. Globally its dominance was slightly less pronounced at 27% share, but that was only slightly less than all three of the next biggest studios combined. Disney owned seven of the top ten grossing movies worldwide, and had a hand in producing an eighth (Spiderman Far From Home, produced by Marvel but funded and distributed by Sony). Disney's worldwide box office takings for 2019 are estimated at around $11.1bn, out of a combined total in excess of $41.3bn. Warner Bros' global takings were $4.4bn, with $3.5bn for Universal and Sony on $3.4bn.

Adbrands Daily Update 15th Oct 2019: Omnicom Media Group retained the bulk of the business of Disney's North Amerian media channels following a major global review worth over $2bn in billings. That includes the Disney, Fox, Pixar, Marvel and other movie studios as well as ABC, ESPN and other broadcast and cable strands. A new dedicated agency, OMG23, is being created to manage the business. However, Publicis Media has been awarded all international entertainment assets as well as the soon-to-launch Disney+ streaming service worldwide and Disney's global Parks & Resorts division, previously held by Carat. It's an important counter to the Groupe's poor Q3 results, unveiled earlier than expected last week. (Was the timing arranged to get the bad news out of the way in time for this week's good news?) WPP is reported to have retained Disney's business in India.

Adbrands Daily Update 22nd Jul 2019: A little later than expected, 'Avengers: Endgame' became the highest-grossing movie of all-time over the weekend, finally topping 'Avatar' in actual worldwide receipts. ('Avatar' is still ahead if the effects of inflation on ticket prices are excluded, as are more than 14 other movies, led by 'Gone With The Wind', the original 'Star Wars' and 'The Sound of Music'). Yet Disney's dominance of the current industry is a little alarming. It now controls four of the top five movies of all time, and a partial share in the other ('Titanic', which was released outside the US by Fox). So far this year, it has all four of the top-grossing movies in the US and 35% of box office takings; only slightly less than the next three studios combined. By September, it is likely to have all five of the top releases, if 'The Lion King' continues its current success.

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