Classic Animation Snow White Release Strategy July 27, 2015
Table of Contents 04 08 56 58 Section 01 Challenge Section 02 Approach Section 03 Opportunity Section 04 Creative Thought Starters
3 Vision and Goals First digital release! Drive digital ownership Reach new audiences via DMA Produce a new generation of fans and collectors Identify relevant insights for Diamond Edition promotion and distribution Leverage these findings to provide efficiencies for marketing Diamond titles
Section 01 Challenges
Section 01 Section 02 Section 03 Section 04 5 How do we get people to buy something they already have or that they re not sure they even want when it doesn t feel relevant or obviously add value to their everyday lives?
Section 02 Approach
BRAND CULTURE EMOTIONAL BENEFIT AUDIENCE
CULTURE
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Section 01 Section 02 Section 03 Section 04 10 Just Screens There are no more movies, just screens How we consume content has changed Entertainment is no longer a one-way broadcast It s a two way multi-channel cross-platform conversation between content creators and increasingly technologically sophisticated audiences
Section 01 Section 02 Section 03 Section 04 11 Home Entertainment Marketing Marketing has gone from physical to digital While consumers still crave physical touch-point, what role does it really play? From in-store to at-home because of smart technology; smart TV, recommendation engines, etc. The audience is a moving target and path to purchase trigger points are more and more difficult to identify and target The audience is in control
Section 01 Section 02 Section 03 Section 04 12 SVOD DVD/Blu-Ray sales have consistently declined over the past 5 years SVOD subscription services are on the rise, with no end in sight People just don t feel an urgent need to purchase a physical item And while Digital is on the rise, digital is always out there somewhere whether you already own a copy or not, decreasing the drive to buy
Section 01 Section 02 Section 03 Section 04 13 The Title Anyone who wants it, already owns it Dubious collectable value of digital Diamond titles have history have not selling Feels dated and scary (animation, storyline) Princesses kick ass, not sweep floors Target audience didn t grow up with Snow White; out of site- out of mind
Section 01 Section 02 Section 03 Section 04 14 So we have to ask ourselves? Do strategies like the Vault mean anything anymore? Does scarcity work when you can get a copy from Amazon or Ebay anytime you want?! I was able to buy this 5-star Disney Princess classic recently for my young princess through one of Amazon's third-party sellers. And without that opportunity, my little princess may have outgrown Snow White by the time Disney released it again. Amazon.com
BRAND
What makes a Princess? HIGH RISK LOW RISK OUTSIDER External catalyst Internal catalyst INSIDER
Section 01 Section 02 Section 03 Section 04 17 What makes a Princess? Snow White is active versus passive; an internal catalyst drives her actions and desires.
Section 01 Section 02 Section 03 Section 04 18 What makes a Princess? Like Cinderella and Pocahontas, she stepped into a role that was rightfully hers, by the very nature of her being; Snow White is, believe it or not, kind of a risk taker.
Section 01 Section 02 Section 03 Section 04 19 What makes a Princess? Her circumstances don t define her; although she has nothing she is kind and compassionate.
Section 01 Section 02 Section 03 Section 04 20 What makes a Princess? Snow White lets duty and responsibility, conviction and her independent spirit lead the way, much like Elsa, Merida and Mulan.
Section 01 Section 02 Section 03 Section 04 21 What makes a Princess? Remember, you re the one who can fill the world with sunshine.
Section 01 Section 02 Section 03 Section 04 22 What makes a Princess? Looking at Snow White through this lens, we find that she is actually more like modern princesses than we thought and, therefore, more interesting and more relevant than ever before.
AUDIENCE
Section 01 Section 02 Section 03 Section 04 24 Audience Survey -51 respondents! -ages 27-71 (majority in their 30 s and 40 s)! -18 females! -31 males!!
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Section 01 Section 02 Section 03 Section 04 27 What part was scary?
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Section 01 Section 02 Section 03 Section 04 30 Why is it old fashioned?
Section 01 Section 02 Section 03 Section 04 31 Three words for how it made you feel?
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Section 01 Section 02 Section 03 Section 04 33 Why would you recommend it?
Section 01 Section 02 Section 03 Section 04 34 Favorite Disney movies?
Section 01 Section 02 Section 03 Section 04 35 Three words to describe favorite Disney movies?
Section 01 Section 02 Section 03 Section 04 36 How does Snow White compare? They are happy, and have a better love story involved, and they are more relatable Better story line Pretty close They are better More exciting, faster paced, more complex Contemporary sophisticated themes now I enjoy them for the same reasons Cinematography is a bit more modern than Snow White Seven dwarfs are funny I see no difference in satisfaction Not as "dark" or macabre"
Section 01 Section 02 Section 03 Section 04 37 How does Snow White compare? Although the animation style has evolved, the story of good winning out over evil and living happily ever after is evergreen Apples to Oranges... different genres They have a lot of the same common themes Snow White moves a bit slower overall You can get lost in the scenes and feel as though you can imagine yourself in their environment The story touches the soul Much more light-hearted and more focus on overcoming life lessons without being completely saddened More lighthearted They have similar qualities
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Section 01 Section 02 Section 03 Section 04 40 Other reasons Watch them in car on long rides DVDs have cool extras Because there are rare instances where I want to monetarily support the artist. All media can be had online for free My 5 year old son likes to watch them
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Section 01 Section 02 Section 03 Section 04 43 Why would you buy a copy? When I have kids they need to be educated on classic Disney movies My previous copy is VHS! It s a classic I want my collection to only be digital, but the digital copy only should be much less expensive Interesting extras that come with it... "making of.." etc. New remaster to get a cleaner copy To add to my collection and have the kids in my family see it To watch whenever wherever To have with all the other Disney movies Ease of watching when I'm traveling or on-the-go It depends on how easy and cost efficient it would be So I don t have to load it in to my DVD player. For my children to watch it on demand Might be great for kids
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Section 01 Section 02 Section 03 Section 04 45 What do you think the Diamond edition is?
ANALYSIS
HIGH (level of awareness) HIGH (level of ownership) CULTURE JUNKIES Snow White is a piece of history and i have to own everything about it. This title will hold its value and stand the test of time. The crown jewel in my Disney collection.! CURATORS A few select titles of favorites that I watch over and over again. Things that are very important to me. Hold dear. Quality over quantity. BUZZ FEEDERS I like to keep up with pop culture and trends and watch the latest greatest. Voracious yet actively seeking. BY THE NUMBERS Algorithms constantly feeding their proverbial dashboard for what to watch, see and experience. More passive. LOW (level of ownership) LOW (level of awareness)
Section 01 Section 02 Section 03 Section 04 48 Let s put it all together Brand: Even though it s a dated title, Snow White is surprisingly current when examined through the world of the Disney princesses. Snow White has something to say to modern audiences and there s something of value we can learn. Snow White has something to teach us today.
Section 01 Section 02 Section 03 Section 04 49 Let s put it all together Audience: There are opportunities to drive digital ownership in both the low and high awareness and low and high ownership groupings. Snow White is not necessarily as tough a sell as we previously believed it s more about creating an experience where the audience discovers for themselves that Snow White is the missing link to their collection through the emotional benefit it provides.
Section 01 Section 02 Section 03 Section 04 50 Let s put it all together Culture: Content consumption has changed. We can watch what we want whenever we want it. However, while a steady stream of the latest and greatest keeps us entertained in the now, instead of moving us forward, it sometimes holds us back because we don t have a good understanding of what came before us that made this moment possible. Historical significance is bigger than being from the past, it s what creates our future; Snow White is a rite of passage.
Old is the new New
Section 01 Section 02 Section 03 Section 04 52 Strategic Framework Respect Transcend Transform!
Section 01 Section 02 Section 03 Section 04 53 Strategic Framework Respect: Acknowledge that what came before us, movies and culture, created where and what we are now. Transcend: Embrace timeless values rooted in what matters most, not just what s popular. Transform: Take the relationship with digital from dubious and ubiquitous to high-touch and high value.
Section 03 Opportunity
HIGH (level of awareness) EMPOWER CULTURE JUNKIES Help them evangelize with tools to tell the world. Dimensionalize their experience with content that deepens their relationship to the brand. ENTERTAIN BUZZ FEEDERS Align Snow White with modern Disney Princesses to establish buzz worthy relevance. Branded content that feeds a voracious appetite for the latest and greatest. HIGH (level of ownership) LOW (level of ownership) INSPIRE CURATORS Snow White is the missing puzzle piece. Establish long lasting value of digital ownership. ACTIVATE BY THE NUMBERS Intercept the algorithm with content strategies that leverage synergies with modern titles. Add surprise and delight in social channels where recommended and related content is published. LOW (level of awareness)
Section 01 Section 02 Section 03 Section 04 56 FOMO + x = An equation for activating home entertainment marketing - A reusable TOOL for all Diamond titles!
FOMO + x = TRANSFORM TRANSCEND RESPECT ENTERTAIN - INSPIRE - ACTIVATE - EMPOWER
Creative Thought Starters
Section 01 Section 02 Section 03 Section 04 Wishes Still Come True In a day and age when magic seems to have been replaced by technology, and dreams have been replaced by sleep disorders and Ambien, it s good to know that wishes still can come true, with a little help from Snow White.
Section 01 Section 02 Section 03 Section 04 Wishes Still Come True Don t Just Wish DO! Physical and digital partnership with Kickstarter Make your wish in the wishing well Instantly receive an Kickstarter campaign-starter-page to make it come true Perks include Snow White on digital and codes for very exclusive content delivered via DMA Selected wishes are sponsored by brand partners
Section 01 Section 02 Section 03 Section 04 Wishes Still Come True Mirror-Mirror on the Wall Ask the mirror ANYTHING and it answers! Mirrored view in-app with special effects prompts the participant to ask a question (a la the oracle ) and receive an answer Answers are delivered with a code for use on DMA Use the code to buy a digital copy of Snow White and receive content and offers exclusive to app users only Sharing across networks
Section 01 Section 02 Section 03 Section 04 The First Family of Modern Most modern families are pretty new. Snow White s was the first! Let s help today s modern families stay connected with Snow White s help!
Section 01 Section 02 Section 03 Section 04 The First Family of Modern Virtual Movie Night When families are spread out all over town, the country and even the world, movie night is the one thing that can bring everyone together - virtually. Special promotion connects families in one place on DMA - 8 members can watch Snow White and other Disney titles at the same time Second screen communications, chatting, etc. International sing-along via Livestream or Google Hangouts
Section 01 Section 02 Section 03 Section 04 The First Family of Modern Recycle UP! Help multi generation households (digitally impaired Grandparents and Aunties and Uncles) share the gift of Snow White with their loved ones For limited time only, trade-in older physical copies for digital download Trade in for a discount, etc.
Section 01 Section 02 Section 03 Section 04 The First Family of Modern Family Matters Families showcase their home-made Snow White inspired music videos In-the-car lip synced sing-alongs Cosplay at home Viral social sharing
Section 01 Section 02 Section 03 Section 04 Diamond to Diamond For Disney s 60th anniversary, let s celebrate the last diamond in the Vault, Snow White!
Section 01 Section 02 Section 03 Section 04 Diamond to Diamond Power to the Princess Produce new power ballads based on the original songs for Disney Radio Demi Lovato, Becky G.
Section 01 Section 02 Section 03 Section 04 Diamond to Diamond Everybody s a Director Fans make their own 5-second movies from a clip library provided online Mash-up stories with other Disney princesses Publish animated Vines to Instagram and Twitter Voting and fan favorites
Section 01 Section 02 Section 03 Section 04 Diamond to Diamond Let s Get Physical When you buy digital from DMA, get something physical to go with it Physical SWAG comes equipped with a thumb drive already loaded with the movie and ultra exclusive content SWAG could include the ultimate collectors edition with rare animation cell, VIP experiences, etc.
Section 01 Section 02 Section 03 Section 04 Diamond to Diamond The D True Hollywood Story Sure, we all know Snow White for the running, fainting, sweeping and sleeping, but she was known for so much more. Let the D True Hollywood Story take you behind the scenes for a look into the real Snow White. This takes the story elements of Snow White and twists them on their head. Instead of a precious ingenue, we see an entrepreneurial, active woman who is ready to roll up her sleeves and make the best out of any situation. She creates a family wherever she goes.
Section 01 Section 02 Section 03 Section 04 Diamond to Diamond The D True Hollywood Story - continued This series can extend to other classic Disney princesses in order to reestablish our perspectives and help position them in a more modern light Video content for use on website and shareable through social media Social memes and shareable content that takes a second look at characters we think we already know
Section 01 Section 02 Section 03 Section 04 Creative Brief Creative Ideation Content Prioritization Develop Concepts Campaign Calendar Production Schedule NEXT STEPS
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