The Walt Disney Company
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Transcript of The Walt Disney Company
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The Walt Disney Company
It all started with a mouse …Dream Believe Dare Do
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Try to imagine a world without Walt Disney…….• A world without his magic, whimsy,
and optimism…Walt Disney transformed the entertainment industry into what we know today.
• He was a pioneer in the world of animation, education and broadcasting….he was in the business of making dreams come true
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Disney Mission• Disney's overriding
objective is to create shareholder value by continuing to be the world's premier entertainment company from a creative, strategic, and financial standpoint.
"We are not trying to entertain the critics. I'll take my chances with the public." Walt Disney
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Timeline Disney
• December 5, 1901 Walter Elias Disney is born in Chicago, Illinois
• As early as age seven he is selling sketches to neighbors for extra money
• After returning home from service with the Red Cross during WWI, he began a career in commercial art and started experimenting with animation.
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Walt’s Early Childhood
• Marked by frequent moves• Early love of rural Mo. (Marceline) when
family moved to a farm
• Father tried and failed at many ventures• Older brother Roy struck by TB• Father ruled the family with a very firm,
conservative approach
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Timeline Disney
• Walt began producing the Alice Comedies first in his father’s shed and later in a series of offices
• Laugh-O-Grams struggled and added employees who often worked for free
• Unfortunately, after struggling for 2 yrs, Laugh O’ Grams soon went belly-up
• Walt personally went around and promised to make right on his debts incurred
• So before he hit 21 – he headed to California and Hollywood
• He and his brother, Roy O. Disney started with $500 and set up shop in their uncle’s garage.
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Interesting Factoid
• Walt borrowed $500 from his uncle, put in $250 from Roy and started Disney Brothers Studio … they offered % ownership to uncle
• Their uncle wanted cash payback• Today’s value of proposed deal … $1
billion+
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Timeline
• Walt and Roy began producing animated shorts for a woman named Margaret Winkler who latter married Charles Mintz.
• Alice’s Wonderland brought the interest and $1500 advance
• Their character was Oswald, the Lucky Rabbit starred in 26 shorts
• Regained rights in 2006 as apart of Al Michaels deal with NBC/Universal
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Oswald the Lucky Rabbit
• Although Oswald proved a popular character, in 1928 Mrs. Winkler and her husband sold the rights to Universal.
• Mintz proposed a 20% cut to Disney to renew his contract
• Mintz had secretly hired Disney’s animators (except for Ub Iwerks) to move forward without Disney
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Lessons Learned
• Regained rights in 2006 as apart of Al Michaels deal with NBC/Universal
• Retain the rights to your creative ideas and characters
• Merchandise is a profitable sideline• Collaborations can prove problematic
and useful
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Early Projects• Developed the
character of Mickey Mouse
• Mickey starred in Steamboat Willy and other Silly Symphonies
• Walt won his first Oscar for Flowers and Trees (1932)
• Began work on first full length animated picture, Snow White
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Snow White
• Began work on Snow White in the mid 30’s out of necessity
• Market could not support shorts• Needed a hook to draw in
audiences• Spent $1.499M and leveraged
company and self to maximum
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Snow White
• Premiered December 21, 1937 to rave reviews and box office success
• Used proceeds to pay off debt and purchase land for a new Burbank Studio
• Within 5 years produced Bambi, Dumbo, Pinnochio and Fantasia
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Personal Tragedy
• After the success of Snow White, Walt and Roy moved his parents from Oregon and purchased them a home
• Walt’s mother Flora died of asphyxiation less than a month later from a gas leak
• Tragedy affected many later projects
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New Ideas - Dream
• Live action projects• Documentaries• Theme Parks• Resorts• Suburban Living models (EPCOT)
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Disneyland• Walt wanted a
project that would be ongoing and never be completed
• Disney had enough money for land, but not construction
• No one believed it would be open by the end of the year
• Total cost $17M
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ABC Deal
• Gave 35% ownership, 100% concessions for 10 yrs and 8 yrs of movie access to ABC for $500k and loan guarantees
• By end of yr 1, a million people had walked down Main Street
• ABC deal required TV programming• Mickey Mouse Club ran in 1950’s• Wonderful World of Disney began in 1961• Daniel Boone – filmed in color
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Later Endeavors• Purchased 43 square
miles in Central Florida
• Wanted to build Epcot and a FL resort not hampered by lack of land
• DisneyWorld opened in 1971, EPCOT in 1982, MGM in 1989 and Animal Kingdom in 1998
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Divisions and 2006 Revenues
• Media Networks $14,638M*• Parks and Resorts $ 9,925M• Consumer Products $2,193M• Studio Entertainment $7,529M
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Values of the Disney Brand
• Innovation• Quality• Community• Storytelling• Optimism• Decency
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Disney’s Methodology
• Give everyone in the organization the opportunity to dream and tap into that creativity
• Stand firm in your beliefs and principles• Treat your customers like guests• Support, empower and reward
employees• Build long-term relationships with key
suppliers and partners
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Disney’s Methodology
• Dare to take calculated risks in order to bring innovative ideas to fruition
• Train extensively and constantly reinforce the company’s culture
• Align long term vision with short term execution
• Use storyboarding techniques to solve planning and communication problems
• Pay close attention to detail