What does Disney’s Frozen tell us about business?

Nothing. It’s a film made for entertainment and for continuing the Disney franchise of films.

The blog post title is a cheap shot at attracting blog hits.

While we’re out here in the good old US of A, and taking in all that Disney has to offer, I’m enjoying what is there, and at the same time acutely aware of just how much this is about good business.

The Walt Disney World experience has been going on for nearly 40 years. They’ve gone international, they’ve gone to cruise ships and they’re steadily taking over the creative world. With powerhouse names like Pixar, Lucasfilms and Marvel Comics in their arsenal, there is no doubt that these guys are in for the long game. I’m not even touching their multimedia channels, numerous TV and entertainment channels, and overall behemothness (totally a word I just made up).

But damn do they do things well. You pay a premium for their parks and their package deals and the food and drinks served on their property. And you’re not just happy to do so, you keep doing it, because it’s all about the experience. The staff are trained to within an inch of their lives to make this a magical experience. There have been moments of sheer annoyance at the Disney experience, and they seriously don’t want an unhappy customer – especially with kids.

If you take the movie, Frozen, it’s essentially the same format they’ve done for years. What they have shown with it is that all you need is a great story. Once you have that, everything else comes naturally. Sales, customer details, upsell opportunities, cross-sell opportunities, multi-park (multi-site) experience, spin offs, and more.

What came first, the marketing or the creative?

All their great movies have had crackerjack story lines that have endeared and stayed with us. The Creative behind them has been nothing short of Academy Award status. That’s some pressure to perform up to time and again.

What came first, the marketing or the creative?

At their main park, Magic Kingdom, they’ve added more to one part of the park called Fantasyland. They’ve added a roller coaster ride based on the Snow White and the Seven Dwarfs. It’s not their best ride, but it’s new and all kinds of happy. Kids won’t know the film unless they’ve been made to watch it by their parents, and parents love it for the nostalgia. Surrounding it are the merchandise shops, and other related experiences which will have the kids (and adults) positively clamouring to buy merchandise to solidify the experience.

What came first, the creative or the marketing?

Disney are a marketing machine. They have it oiled and running so smoothly it’s a wonder just to see it in action.

Disney are also a creative marvel. The attention to detail, superb branding, and solid production are a just a delight to be around.

Behind the scenes, who knows what recruitment problems, employee relations issues, trade union relations, leadership challenges, management problems, employee engagement challenges, inter-departmental problems, performance management, collaboration or Gen Y problems they face. When you’re a customer, all you want is the product. And if Disney do one thing incredibly well, they sell you a product.

Published by

Sukh Pabial

I'm an occupational psychologist by profession and am passionate about all things learning and development, creating holistic learning solutions and using positive psychology in the workforce.

One thought on “What does Disney’s Frozen tell us about business?”

  1. I thought one of the underlying themes of Frozen was that it “broke the mould” in terms of the storyline, in that true love and the fact that only a bloke can save you, are myths and that there are other types of love that are important…though perhaps I’ve just been dazzled by the marketing campaign 🙂 enjoy your trip

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