Disney Movies Frozen, Soul, and Coco's Marketing Strategy

Just as previously mentioned, the Disney movies followed current society's consumption concept and consequently brought tremendous marketing success and professional, positive feedbacks. All of the three movies have won many important awards, including Golden Globe Award and Academy Award. Moreover, the box office attainments of the three movies were very high that Frozen even earned over $1.3 billion box office. Certainly, the success of the movies not only owe to the content change but also on marketing strategy and promoting technology. The patterns of consumption are changing throughout the various product or service portfolios bearing the behaviors of consumers. The needs of consumers change because their experiences are also changing. From the beginning, Disney insisted on combining content and form, market and movies together to follow the consumerism, so it could always achieve big success.
Instead, factors such as value and status are taking precedence in the purchase trends. That is a pattern that Disney Co. has noted considering the elements of such changes in their contemporary marketing strategy. Like other market leaders, Disney has taken into consideration the inputs of Mike Featherstone in his work Consumer Culture and Postmodernism 2nd ed (2007). I explore Disney's marketing strategies through its breakthrough films: Frozen, Soul, and Coco, by referring to Featherstone's inputs on consumer culture changes. The analysis unearths Disney's marketing aspects as it creates an understanding in areas such as data collection on consumer mental changes and the changes in marketing strategies.
Frozen is one of the films that employed Featherstone's emotional theory to steer its sales. The emergence of the internet in marketing implies a wider understanding of what consumers need. The unique aspect of Frozen's marketing was that it swayed emotions through markets were segmented into videos, games, and animations that attracted different audience categories (Thomas, 2021). The character of Elsa, for instance, moved from traditional heroism to a more reflective and human-like character. Disney understands the emotions that people attach to these films. The audience wants to relate as much as possible to the characters. Segmenting such emotions to explore different platforms for the film further swayed more people who were not even attracted to the film aspects but the human aspects in Frozen.
Frozen is also a testament to morality in film through a show of the depth of human emotions and their impacts on contemporary marketing. Disney movies traditionally revolved around complex characters that barely showed any emotional weaknesses. In cases where emotions were shown, it was superficial, and viewers could relate to the un-human-like characters. Frozen defies the tradition by delving into the depths of human emotions. Through this Elsa, one is treated to a hero who bears human characteristics. This hero sets the achievable moral standards. People are beginning to diversify their emotions to accommodate prospects of their real lives. Films that are unilateral and mostly superficial in expressing such emotions are largely becoming unreal or un-relatable. Emotional selling has developed into a vital marketing strategy. Organiz...