Disney Cross-media and Synergy

 Disney Cross-media and Synergy research task

Film - Zootopia (2016)

Zootopia first released on 10/02/2016 in Belgium and on 25/03/2016 in the UK.

Zootopia had a budget of $150 million, and made over $1 billion in international box offices.

The film was produced and distributed by Walt Disney Studios in the US, UK and many other countries.

The film was marketed in a very wide range of ways, including the typical posters and trailers shown in cinemas, in newspapers and on television. Disney also took more unconventional steps to promote the film, such as collaborating with Vine star Zach King to produce a parody of one of his videos. Parody was a recurring tactic in Disney's marketing, such as creating posters and short videos that gave animal-related spins on popular films and tv shows. 

Disney also collaborated with Clarks in a Zootopia advertising campaign in the UK which included prizes for participants in activities that took place in Clarks stores.

As with most Disney releases, they also worked with fast-food restaurants like McDonalds and Subway for themed kids meals, including plastic toys that kids could take home. These collaborations prove very effective for spreading awareness for films targeted at children, since the meals are effectively an edible advertisement that kids beg for their parents to buy.

However, the most important aspect of Disney's marketing for the film was it's cross-promotion on other Disney platforms. Disney is a very horizontally developed company, with products in just about every sector of media. This means that products from one sector can be promoted, for free, in other sectors. This was no different for Zootopia. Disney magazines, websites, shops and television channels all showcased Zootopia content in the months leading to the film's release, which helps to raise large-scale awareness for Disney's products and really makes the release of a film known to consumers of any Disney-owned platform.