Tentpole Movies Marketing Strategy

1. Tentpole movies are defined as the films that support for the financial performance of the movie studio. Disney studio pursuing tentpole strategy which revolved at least eight vast movies per year and receive massive attraction within less period by obtaining highest marketing budget, highest production budget with successful theoretical release such as Frozen in 2013.

Disney studios accept mixed existing and new properties without co-financing. Disney studio focused in to producing and marketing side through making big budget movies and expected to produce at least one tentpole film each of five studio brands under the Disney studio.

The main reasons of producing tentpole movies of Disney studio are good performance in the market place and having a large crowd as brand deposits. Disney studio care about to hold shareholders when producing big budget movies without losing significant amount of money. There is an issue about releasing dates of tentpole movies with other competitors. Big budget movies could have a significant financial loss when competitor studios release tentpole movies on the same period.

Tentpole movies are inherently risky because of high financial failure possibility (Swift 2013).

What Is Tentpole Marketing

In my opinion, Disney studio pursuing the right number of tentpoles by identifying audience expectations and keeping a reasonable time gap between the big budget movies. If they exceed rather than current number of tentpole movies per year, it couldn’t be able to keep the demand and quality of the movies and it might affect to financial condition as well. However, Tentpole strategy is fulfilled when they have intellectual property, ability to afford to do it and having courage to do it.

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Disney studio conducting the right mix of new versus existing properties. They have proven that by achieving financial improvements through franchise such as Star Wars and Indiana Jones. Consequently, Disney studio could enhance financial performance having better decisions on movies releasing dates, keeping their own versions and conducting proper gap between movies.

2. Film development process characterised as live action and Animation movies. Live action movies begin with an idea; development department of each studio research film ideas within a series of potential projects, it forward to a greenlight decision to produce that movie or not. Generally, it arises with certain conditions and certain budget. Once the film received the green light, forward into the production process. Creative executives assessing physical performances for casts. Director help to find a best character by keeping a better communication with actors. After production process, film is ready to release but it could take few years.

Animation movies also starting with an idea; consider the iconoclastic, brilliant and creativity of the film idea before decision. After researching about film idea, film makers start to lay out the arc of story. Director create a script with the help of screenwriters. After the 4th draft, start to release ideas for the production process to figure out animated characters. Animators create scenes by manipulating three dimensional models of characters and adjusting lighting and camera angles by using special software. Finally release the movie to the audience after the processing period.

In the marketing process, Disney studio release movies to secure screens in theatres and distribution division work with exhibitors. Comparing to other studios, Disney having an overwhelming advantage in the marketplace. Disney movies target happiness and fulfilment of both children and adults (Chyrty 2012). Movies marketing process is expensive; tentpole movies releases cost around $70 million on average, spend money on Television, radio, outdoor and online. Exhibitors allow to play trailers in theatres. Half of the advertising cost spend before the releasing date to highlight the film.

There are significant risks involve with Disney’s strategy. Disney studio produced many tentpole movies nearly twice, but some movies rivals. Extremely cost box office failures could happen such as critical, commercial disappointments on ‘Treasure planet, Home on the range’ movie. No co-financing policy of Disney studio avoid the help of other financial partners. It is difficult to realise the proper balance between pursuing existing franchises and new original concepts, although it is critical to long term success. Changes of technology and increasing media networks are other risks that can affect to Disney media network (Dholakia & Schroeder 2001).

Disney studio could have optimised the returns by identifying audience expectations and allocate those expectations to film ideas and selecting best actor to the cast. Catmull (2008) stated that create something original achieve the certainty. To avoid the financial risk, they can have pursued franchise base more. Update with new technology will strong the innovation process. Consequently, implement strategy could minimise risk effectively by reducing cost and gaining competitive advantages.

3. The world’s largest entertainment conglomerate is The Walt Disney company (Elberse 2016). To study organisational culture, Disney is the perfect example because it has clear mission and vision that they conducting already (Curtis 2016). The culture of the Disney studio could be defined as a strong co-operated teamwork with combination of creative, innovative and profitable entertaining experience.

The co-values of the Disney studio are important in the culture of the organization. Values of employees are great resources to build a strong production and it enhance the success rate of the company. Employees effectively share recourses by working together leading to achieve highest grossing income and box office success by identifying audience expectations. Disney studios following strong strategies to not allowing horror, comedy, sex, violence and smoking in their movies. Disney animation film innovation is the major turning point in the innovation history (Rojek 2006). In 2013, releasing Frozen to the audience, Disney shows that they have highly succeed in the animation challenge becoming top grossing animated film and winning two Academy awards for the best animated feature.

In the Disney culture, adding creative energy, taste and quality for their productions enhance the uniqueness for creations. Giving priority to the quality; the best business plan of them, wait until get the best idea to produce. Long lag period between originals and sequels keep demand of the movies for more period. For example, Finding Dory released 13 years after the predecessor, Finding Nemo. Especially, in new employer training, employees support each other very effectively. Disney studio has identified new technologies in the film market such as 3D technology and applied them to movies. With a combination of media networks, Parks and resorts, studio entertainment and consumer productions and interactives reached remarkable revenues become succussing in the financial stage.

In conclusion, Disney studio is effective entertaining business which has creativity, innovation, remarkable financial profitability and strong supportive team work as per their culture. Consequently, applying a balance approach to innovation and cost saving will increase revenues.