Disney: Leading the Way Into Diversity
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Transcript of Disney: Leading the Way Into Diversity
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Leading the way into diversity
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Assessing the landscapeThe Walt Disney Company is a powerhouse in
the Entertainment IndustryTop 5 Media and Entertainment
Companies in the worldRevenues for this year increased by 6% to a
record value of 55.6 billion● Owns many subsidiary companies ● Competition: Comcast, Time Warner, CBS
Corporation, and Viacom● Films such as Zootopia, Star Wars: The
Force Awakens, and Frozen had massive success for the company.
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Learning from the PastRather than empowering
women, woman is threatened by snow white’s beauty
Drastically changing her physical appearance for a man
Mulan is was the hero, who isn’t afraid to be herself. Saves her father and the country
Prince charming saves the princess because of her beauty
First non-caucasian princess who is a businesswoman
Frozen was about sisterhood which lead to be the biggest Disney Animation release ever. Standing as the 18th grossing film of all fim and No. 2 foreign release film.
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Where we stand today (Princesses)
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Where we stand today (Superheroes)
Gender Race
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Zootopia
Addresses the issue of stereotyping and discrimination
Delivers the message
○ Be more accepting of others and to not be prejudice towards others
○ Don’t let others tell you what you can and cannot do
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Big Hero 6Diverse characters and voice
actors
Breaks down gender and racial stereotypes
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Where we stand today
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Where we stand today
● Despite a decline in 2015, Hispanics continued the trend of oversampling as frequent moviegoers relative to their proportion
● African American & Asian/ Other was comparable to 2014
● Throughout the 5 years, Caucasians remain the highest moviegoers
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Strategic Objective
Market Disney as a culturally diverse company that celebrates all people from
all walks of life
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Who
Kids Teenagers AdultsFamilies
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How
● Make posters that highlight diverse characters and their strengths● Have culturally diverse events that promote upcoming movies● An ongoing parade that celebrates all the cultures of the world● Diversity Days in the parks● Create Toys and Merchandise that are culturally sensitive
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Upcoming Films...
This will be the first Marvel film in which the main superhero and cast is African American
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Upcoming Films...
The film introduces people to the Polynesian culture and a new princess of color.
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Upcoming Films...
It was recently announced that Mulan will have a live action remake. We will focus on the strong and fearless female lead when marketing this film.
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Upcoming Films...
Star Wars: Episode VIII
Not only will the film have a culturally diverse cast, the two heroes are unconventionally minorities with deep character arcs.
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Upcoming Films...
This will be the first Pixar film to focus on the hispanic culture.
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Coco: Dia De Los Muertos EventAn annual Mexican celebration that will be about remembering
the loved ones that have passed away while embracing an eternal connection Park will feature:
musical trio of iconic calacas (skeleton figures)
Bright colored flowers & decorative items commemorating the occasion
Calaveras style face painting
Offer traditional Mexican treats ex. Pumpkin flan
Parade that includes music, dancing, and characters from Coco
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Disneyland presents: Celebration of the World!15-20 Minute Parade
Goes from West to East
Have famous celebration songs/tunes from different parts of the world
Favorite Disney songs sung in multiple languages
Remain culturally sensitive and authentic
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Diversity Days: Sep. 29th - Oct. 1st
“Where the world comes to dream”
During low turnout season
Food and Crafts Fair in California Adventure
Sell Merchandise and food items throughout both parks
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Toys and Merchandise
Being conscious and respectful of other cultures when creating and marketing toys
and merchandise
vs.Consumers took offense to the costume,
accusing Disney of “brownfacing”
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End Goal….
Appealing to a broader diverse audience, Disney’s revenues will increase by 7% by marketing culturally diverse characters and stories that
represent modern ideologies and support empowerment of minorities.