Synergy properties movie#
At its Hollywood Studios in Orlando Florida, gone are the Honey I Shrunk the Kids: Movie Set Adventure, The Great Movie Ride, and the Studio Backlot Tour. First, the company created an aggressive plan to replace theme park attractions either not directly affiliated with a Disney entertainment property or affiliated with a less successful Disney property with a mix of attractions pushing new or popular films, franchises, and television shows. The Walt Disney Company’s “Synergy Map” from 2015ĭisney is hoping that all of these holdings can contribute to the synergistic whole, but it’s betting big on the efforts of its theme parks. In 2015, the Disney holdings comparable to those in the 1957 illustration would look like this: Eisner’s successor (and current Disney CEO), Bob Iger, would take the synergy ball and run and with it.
Synergy properties plus#
This illustration from 1957 shows how the company envisioned it could utilize all of its available assets to create a multi-faceted marketing design:įormer Disney CEO Michael Eisner (1984-2005) was also a huge proponent of the strategy, saying in 1995, “One plus one will add up to four.” Eisner even created a position for the company in charge of handling this master plan with the job title of Director of Corporate Synergy. Walt Disney was a believer in the strategy before synergy was even a term.
Synergy, the ubiquitous marketing-speak term that is defined as the combined agency of two groups working to create a cooperative effort greater than the two groups’ singular efforts, is not a new approach for Disney.
Disney is hoping these three strategies will create a robust marketing synergy between its theme parks and its emerging streaming service, thus giving the company the boost it will need to catch Netflix.
Synergy properties license#
And finally, rather than continuing to license properties from other studios on which to base new theme park rides, Disney is outright buying or bidding for studios with whom it currently holds such licensing agreements, such as Lucasfilm and 20th Century Fox. Second, Disney is planning a slate of new films based on some of its most popular theme park attractions, a tactic it’s used before, both with great success and also huge financial disappointment. First, it’s replacing theme park attractions either not directly affiliated with a Disney entertainment property or affiliated with a less successful Disney property with a mix of its new and most successful films and films from their back catalog of entertainment for which the studio wants to re-enforce the brand value. To create this synergy, Disney is following a strategic plan on three fronts. But in anticipation of its streaming service launch, Disney is preparing an all-out blitz of new attraction construction and new content that work together to create synergy between their theme parks and their entertainment division in an effort to both promote more recent franchises like Star Wars and Toy Story, but also bolster the value of older back catalog properties like The Little Mermaid and Snow White and the Seven Dwarfs. Disney has long used its theme parks Disneyland, Disney World, and others around the world to market its content through rides, attractions, and merchandising. In order to compete for viewership with Netflix, Disney is going to have to pull out all the stops, including heavily utilizing its own not-so-secret marketing weapon, its theme parks. However, despite the loss of these studios’ content, Netflix will still have an enormous head start with respect to its subscriber base, as its subscriber count recently passed 125 million worldwide. As the collision course between these two giants approaches, a study released this last April states that despite the more than six billion dollars Netflix spent on original programming in 2017, 80% of its viewership is generated from content they license from other providers, which up to this point has included not only Disney content, but content from Disney’s possibly soon-to-be acquired 20th Century Fox. Magic Kingdom at Disney World in Orlando, FloridaĪs The Walt Disney Company prepares to launch its new video streaming service in the fall of 2019, a looming conflict between Disney and Netflix is on the horizon.
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