Tag Archives: Disney

Disney’s Distribution Dilemma: Coco Needs Some Frozen Fever

What happens when movie fans become upset with your upcoming release and you are worried about the potential loss in ticket sales? You slap some Frozen on it and call it good. This is, in my opinion, exactly what Disney has done with its upcoming release of Coco. They are able to use this technique to support Coco mainly because Frozen is such a coveted property.

FrozenWhile, as I will discuss later, using this method of premiering shorts in front of films is not something new for Pixar, it is becoming something new for other distribution and film companies particularly within the independent arena. Utilizing this method could lead to additional revenue sources for these companies.

Before we get into the thick of things with Frozen and the other companies, let’s discuss Coco and why fans are so upset with Disney. Some of you may remember a certain 20th Century Fox film titled The Book of Life.

According to reporting from Polygon, it’s a colorfully animated film that tells the story of “living characters venturing into the Land of the Dead” based around the Mexican holiday Dia de los Muertos. Music also plays a huge role in this film. What’s the issue with Coco? It’s basically the same.


Disney’s Pixar actually announced their concept for Coco slightly ahead of 20th Century Fox, they just beat Pixar to the box office. While this fact may help Pixar’s reputation slightly, it is hard to change audiences’ minds once a rumor takes hold.

Another reason fans are upset with Walt Disney and Pixar over Coco involves the composition of the production crew. The Book of Life had “several Mexican producers and animators onboard” while initially Coco had an all Caucasian team lined up. After some additional outrage by fans, Disney enlisted an all Latino cast for the film along with a “coalition of cultural consultants.”

Additionally, the Walt Disney Company did not do itself any favors in the publicity department when it attempted to “trademark ‘Dia de los Muertos’” as the original name for Coco. Not a smart move, but if Disney knows how to do one thing right it is to use magic. In this case, hopefully to save a movie from flopping at the box office.

This is where Frozen comes into the equation as a saving force for Coco. The third installment in the Frozen series, Olaf’s Frozen Adventure, will premiere exclusively in front of Coco in theaters. This may seem normal for Pixar as it has been a tradition since A Bug’s Life was released to include an original short at the beginning and/or a feature short included in the credits as “outtakes”.

Some examples of these include: For the Birds released with Monsters, Inc.; Blue Umbrella released with Monsters University; Piper released with Finding Dory; and Jack-Jack Attack that was in The Incredibles credits.

For a full list of films and their accompanying shorts click here.

Frozen  Frozen

Normally these shorts are created by so called amateur animators and generally are not directly affiliated to any major property. Coco’s short, on the other hand, is a well-known Disney property that had a lot of effort put into it.

The point of contention occurs regarding the originally planned distribution method for Olaf’s Frozen Adventure. Early in its development it was said that ABC, which Disney owns, would premiere it as a television special. Eventually deemed “too cinematic” it was decided the short film would become a theatrical featurette instead. For more on this click here.

While this may seem a coincidence, I feel as though the Walt Disney Company realized they wouldn’t fully recover from the lingering “ghost of The Book of Life” and their “ill-fated ‘Dia de los Muertos’ trademark attempt” without taking additional measures. Can you say oops?

FrozenAll in all, the Walt Disney Company realized that Coco’s box office performance wouldn’t be at par with what they needed, so they altered the distribution pattern for Olaf’s Frozen Adventure. Now having it paired with Coco in theaters not only gives the feeling of exclusivity, but it will also draw all of the Frozen fans to the theaters to see the next installment in the very well established franchise.

Interestingly enough, the Walt Disney Company is not the only one putting exclusive content in the form of short films ahead of major releases. Within the independent film business, Neon is a company that is starting this trend up again.

Neon, the “distribution shingle launched by Tim League and Tom Quinn” (Winfrey) buys independent short films and places them with their other independent properties for distribution. The first installment for Neon was 5 Films About Technology which premiered alongside Colossal. As of now, Neon only places shorts in front of its own properties, but only time will tell if they decide to sell the rights to short films to other distributors.

Is placing short films with major releases an effective method of distribution for major film studios to use in the future to get a larger audience in attendance?

-Piper Davis

Moana: Disney’s Venture into New Seas, You’re Welcome?

Moana is a Maori and Hawaiian word that roughly translates to “ocean, wide expanse of water, or deep sea.” (behindthename.com). Leave it to Disney to take this translation literally and produce a marketing campaign that was equally expansive and in a sense, deep.

MoanaMoana is Disney’s latest animated feature film to come out riding strong on the so called “Frozen wave” established with the release and success of Frozen in 2013. To ensure this success, the official trailer stated that Moana was “from the creators of Frozen” to provide a credible base for the film to stand on with viewers.

Disney used a variety of marketing tactics from the traditional to pushing the boundaries of what is new. The few that I will be discussing in this post are the traditional posters, trailers, and television spots along with the new Weather Channel backgrounds and full out vessel takeovers. Much like with Tangled, this campaign had a more boy-friendly feel to it. It was filled with more action clips than a more traditional Disney campaign would include.

Firstly, it would not be a marketing campaign without trailers and posters to constantly remind us that the movie is coming. Moana had several posters created to show off the main characters, the setting, and intrigue the audience about the plot line to be followed. In addition to this, a teaser and full official trailer were created to further intrigue audiences about the film.

The recent Olympics in Rio De Janeiro also gave Disney a unique opportunity for this campaign. What better time to advertise then when it’s quite possible the whole world could be watching? Granted it most likely aired in specific markets, but there were still high volumes of audiences. Thus, producing an extended promo was a good call on the part of Disney to ensure maximum exposure with relevant audiences.

Moving on now to the newer and more unique marketing strategies that Disney perused; starting with its frequent marketing partner, The Weather Company. What this company does is offer geotargeted promotions through its Weather Channel App. These appear in the form of branded backgrounds on the current weather screens of its users.

While other movies have used these branded backgrounds, such as The Penguins of Madagascar in 2014 produced by DreamWorks Animation, Moana was the first to use the new animated backgrounds. The backgrounds that users saw were based on the current weather conditions in their area. The branded backgrounds mimicked those conditions and subtly brought them to life.

There is one shortcoming that I can see with this campaign thus far; it was only available in select markets within the U.S. For a complete list of these cities and markets and more information about these branded backgrounds, click here.

One more element was incorporated within this app to appeal to the consumer desire for convenience. The app allowed users to purchase tickets to Moana at local theaters through a specialized website: Moanatickets.com.

A new adventure that Disney took on across the pond, in the UK, was turning an MBNA Thames Clippers’ catamaran into a Polynesian Wayfinder vessel. Thames Clippers provide river bus and cruise services on the Thames River in London. This was MBNA’s first partnership with Disney and with any company on a theatrical release for that matter. The goal was to immerse the customers in the movie and make them inclined to see it.

Perhaps saving their best promotional tool for last at the annual D23 Conference, Disney brought out the big guns to talk about the movie: Dwayne “The Rock” Johnson who voices Maui in the film. It may come as a surprise, but The Rock can sing ladies and gentlemen. If you haven’t heard his song yet, please watch it below. It will hook you and have you singing for a while. Which leads me to my next and final point.

Marketing and promotion for this film extends beyond everything done before the movie’s release date. Disney has several of its own official YouTube channels, one of which is called DisneyMusicVEVO. Often these channels contain the songs and most popular clips from the animated films.

This serves as a marketing tool in two ways: one to lure new viewers into the theaters by hearing about such songs either from word-of-mouth or by stumbling across the videos. Two to catch repeat viewers who see the video and realize how much they liked the movie and return to see it again.

Disney has produced an impressive campaign to market Moana to a diverse set of audiences, while also returning to its core demographic of young females as it is a female-centric film. Personally, I have not seen the film, but am intrigued to do so since “Your Welcome” has been playing on my computer for multiple weeks now. If you are curious as to how well this campaign translated into dollars for Disney on opening weekend, click here.

What are your thoughts about the movie in general? What aspects, if any, of this campaign drew you in to see the movie? Do you think that Disney went too far in its campaign by taking over a tourist vessel or was it simply a genius marketing move on their part? Feel free to leave a comment below.

Piper Davis

Defective Disney: Corrupting Your Children Since 1937

Disney films portray many dark themes throughout the years, from Snow White to Frozen and Zootopia. Peter Pan captures and kidnaps children to “Neverland”. Neverland being a stand in for heaven, as the true story of Peter Pan is that he is an angel that guides deceased children to their Nirvana. However, Disney can’t put something quite so morbid into their movies! Can they?

disney arielThe Little Mermaid tells girls to change for men in order to get them to love you, and selling your soul is okay, because it’s for love. But she’s just 16 years old, people! In the original tale, Ariel tries to kill the prince in order to regain her mermaid tail. But she is unable to kill him and dies, dissolving into sea foam in the process.

Beauty and the Beast is a beautiful representation of Stockholm syndrome (falling in love with a captor). It also forces the idea for the need for beauty at a young age, rather than beauty is in the “eye of the beholder”. Yes, Belle falls for the Beast despite his appearance, however the lesson backfires in the end because he turns back into a beautiful prince anyways. This Listverse article explains this further.

disney esmerelda

The “beauty takes all” theme is prevalent throughout not only Beauty and the Beast, but many other Disney tales as well. Take Quasimodo and the Hunchback of Notre Dame. He is in love with Esmerelda, yet still does not get the girl because he is not in the image of Disney’s “beauty”. To add to the Hunchback story, there is the disgusting character of Frodo, who dedicates a whole song (Hell Fire) to lusting after Esmeralda. Disney isn’t looking so innocent now, is it?

evil disney

Why is Disney portraying these dark themes? To stay edgy? To Teach children lessons? Or is it to keep the parents entertained as well?

These questions are a bit controversial. While Disney has never come out and explained the answers, we can assume it is a mix of all three, with the answers depending on the particular movie itself. Commentators on Disney from all over the world seem to be unable to agree to the answer.

Perhaps in an effort to stay fresh and edgy, Disney feels the need to push the limits with every movie they produce. There is also the idea of lessons. Alice in Wonderland taught us not to eat random food we find places (more importantly, don’t do drugs, kids!).  Peter Pan taught us to never grow up; an idea Walt truly idolized. Bambi, The Lion King, and Big Hero 6 taught us that life goes on after death (There is an in-depth analysis of these ideas found here). The fluffy-good feeling lessons are endless, even though they may be bursting with sadness as well, which this article articulates.

Lastly, there is the proposed idea that Disney is edgy to keep parents entertained, because really, how many kids really understood Hans’s foot-size joke in Frozen? Surely, that was thrown in for the parents.

Is Disney changing to lighter themes? Or are they simply getting better at hiding the themes?

To be fair, one would think Disney seems to be on the rise for the lighter side. What with the masterpiece that was Frozen, perhaps they have risen above their darker phase? Not quite. While Frozen portrays a strong sense of girl power, they still manage to keep it a little edgy (See Hans’s foot-size joke above).

Inside Out, Zootopia and Big Hero 6 seem less edgy, however they push the lessons to a more serious side. Props to Disney & Pixar for being brazen enough to cover topics like Depression, Social Classes/Racism, and Death/Grieving respectively. Perhaps this is a new era in which the fluff is over, and we start getting serious about educating our children about real problems.

disney bye

If Disney is changing, why are they changing? Are they trying to stay at the top of the game? Or could it be due to a new helicopter-esque style of parenting, making Disney nervous to push its limits? Could it be as simple as to teach children different lessons? What do you think?

Madison Steffen

Mickey Mouse’s Copyright: When Will the Magic End?

It should come as no surprise that the Walt Disney Company has feverishly tried and succeeded in keeping their signature Mickey Mouse out of the public domain. They have done so by influencing Congress to extend the Copyright Laws, and why wouldn’t they? Mickey Mouse has become so iconic that to lose control of him would translate to lost revenue. But don’t fret about this, of course Disney has a few tricks up its sleeve.

steamboat-willie-mickey-mouseIt all started with the Mickey that appears in the 1928 animated short, Steamboat Willie. His copyright was set to expire in 1984; 56 years of copyright protection was the law then. In 1976, Mickey was saved by Congress, which said that works were protected for the author’s life plus 50 years after that. Walt Disney had passed on by this time; he died in 1966. Conveniently, works published before this 1976 extension would be eligible for an additional 19 years of protection since they would have expired before the law was put into effect.

Flash forward to the 1990s… Disney, and other companies began lobbying for yet another extension, because Mickey is nearing his expiration date of 2003. What corporations wanted, not just Disney, was the same extension of 20 years that Europe had granted to its authors in 1993. So now we are at life plus 70 years for a copyright after the extension (the Sonny Bono Copyright Term Extension Act) was signed by Bill Clinton in 1998. This now puts Mickey Mouse expiring at about the year 2024.

For more on the copyrights around Mickey Mouse click here.

What is Disney to do? They can’t just sit by the way side and let Mickey fall into the public domain, but what choice do they have? They may try to rally support for another copyright extension or they can use a loophole they have found in the wonderful world of trademarks. “Trademark law protects words, phrases and symbols used to identify the source of the products or services.” (Carlisle, 2014). These laws could potentially prevent anyone from using Mickey Mouse as they please.

It could be argued that this is completely unfair. The trademark would basically grant eternal protection to the Walt Disney Company over Mickey Mouse. So what’s stopping Disney from doing this to every creative piece they own?

The answer is that most characters that are formerly copyrighted can be trademarked. According to law.cornell.edu, two basic requirements need to be met in order for an item to be granted a trademark. The item “must be in use in commerce and it must be distinctive.” Additionally, the character must also have “obtained ‘secondary meaning” to be granted eternal protection within the public domain. Basically secondary meaning is when someone sees the character they must be able to associate it with the source immediately.

So naturally Disney has been slapping Mickey on just about anything to do with the Walt Disney Company, and it has worked. Mickey Mouse has a reported “worldwide brand awareness of 97%”, according to an article on PRICECONOMICS. Don’t you see Mickey and immediately say or think Disney?

If you need more proof that this is actually real just read this court ruling: “A character deemed an artistic creation deserving copyright protection…may also serve to identify the creator, thus meriting protection under theories of trademark and unfair competition.” (Carlisle, 2014).

Thus far Disney has 19 different trademarks for Mickey Mouse including for his appearance and films. This is only feasible because Walt Disney was the original creator of Mickey Mouse. If he had just bought the rights to Mickey only the changes the company made to him after that would be protected.

mickey mouse          mickey mouse   mickey mouse

Mickey Mouse seems to be something special which, of course, we knew already. So is it fair that Disney gets to keep their control over Mickey for eternity? I think yes, it is fair. Let me explain why.

Mickey Mouse is too iconic to lose. Not only would a change to his image be devastating to the company, but also to my memories. I grew up knowing that Mickey Mouse meant Walt Disney and I can bet with almost certainty that you did too.

Mickey Mouse is and will forever be the Walt Disney Company. He holds their values and everything they stand for as a corporation. If it was any other character I would be saying that this use of trademarks will be an overreach of power, but not with Mickey.

Do you feel that no one should be able to obtain or use trademarks in this manner?

Do trademarks inhibit fair use?

Is there another iconic character that you feel should also be given the same protection as Mickey Mouse?

Piper Davis

ESPN Cuts Costs–Will Sports Fans Cut The Cord?

The ‘Worldwide Leader in Sports,’ ESPN, is headed toward a future that will feature its cable channels unbundled from the current cable/telco model. At least that’s what a large majority of millennials assume…

espn_topsearchThe financial model that encompasses ESPN’s array of content and its marketability has evolved immensely in just the past decade. While ESPN is the ‘Worldwide Leader’ when it comes to cutting-edge ideas, content production, timely and breaking sports reporting, marketing, and acquisition of talented media personalities — all which are critical to viewership in the sports medium — they are not viewed as the ‘Worldwide Leader’ when it comes to their offerings that can be categorized as ‘cord cut content.’


Recently ESPN has been receiving attention for a reason it would prefer not to, cost-cutting.

Just last month, the ‘Worldwide Leader’ laid off 300 employees, and while those layoffs were dressed by Disney and ESPN President John Skipper as a consequence of rising rights costs — specifically their nine-year $24 billion dollar deal with the NBA — multiple sources made sure to indicate that the impact of ‘cord-cutting’ cannot go overlooked either.

Along with laying off 300 employees ESPN has also received more attention for its cost-cutting by parting ways with a number of their highly-recognizable/highly-paid personalities. Most notably their former mid-morning shock-jock Colin Cowherd, former Grantland.com editor-in-chief Bill Simmons, as well as the provocative host of ‘Olbermann,’ Keith Olbermann. All of whom had long, respected, and storied ESPN careers before their dismissal this past summer.

Former ESPN Ombudsman Robert Lipsyte wrote about the shutting down of Simmons’ former passion project, Grantland, at TheNation.com and provided an insider’s perspective into the dynamics that revolved around its closing.

While there are multiple sources that have indicated the impact of ‘cord-cutting’ for ESPN, there is quite possibly no voice (or in this case, written word), short of their President John Skipper that could have come from a more respectable and profound voice than that of their former ombudsman Lipsyte (since dismissing Lipsyte in December of 2014 ESPN has not hired a replacement).

In his article for TheNation.com Lipsyte remarked;

“ESPN is currently besieged by the rising cost of buying the rights to show sports events, the declining profits in audience fees and advertising revenue as people cut their cable cords, and Disney-ordered budget cuts.” (Lipsyte, The Nation, Nov. 2015)


PayPerPersonTo fully understand the impact of ‘cord-cutting’ on the ‘Worldwide Leader’ it is critical to know the share of consumer’s cable bill that ESPN currently occupies. According to a digitaltrends.com article from July, which cites a Wall Street Journal report, cable providers are by far paying more to offer their subscribers ESPN than any other network. $6.04 is the going rate for ESPN within a cable bundle, $4.56 more than the next closest cable network, TNT.

This gross cost burden to cable companies bundles, along with an emergence of options to view the Worldwide Leader without ‘the cord,’ has made the conversations about ESPN ‘cutting their cord’ plentiful and consistent. However, pontifications — predominantly from millennials — have gone as far to assume that ESPN will have no other choice than to ‘cut their cord’ sooner than later if they wish to remain feasible in today’s climate of sports content offerings. This line of thinking is not completely incorrect, however, it is reckless to assume that a cable channel with as much, and sometimes more, exposure and ratings than the likes of ABC, CBS, Fox, and NBC would suddenly feel inclined to completely ‘cut their cord’ and depart from traditional cable.

Disney CEO Bob Iger has acknowledged dropping cable subscription numbers for ESPN, and even went as far to tell CNBC’s Squawk Box that he sees ESPN as a media property that could eventually be sold a la carte, much like HBO, but, that will not happen in the next five years.

Iger went on to say while appearing on the popular CNBC show;

“Technology is the most disruptive force that so-called traditional media … is facing.” [But] we decided to view technology as a friend, not a foe, to bring better customer experiences across all of our businesses from making media look crisper on HD televisions to mobile and online viewing apps to enhanced attractions at theme parks.” (Iger, CNBC’s Squawk Box, July 2015)


When evaluating comments by Disney CEO Bob Iger and ESPN President John Skipper, along with taking into consideration their continually strong cable ratings in relation to their competitors I find it hard to believe the train of thought that predominately comes from my millennial peers that ESPN is destined to ‘cut their cord’ or die.

In my mind, the proof is in the pudding that there will always be ESPN channels available to cable subscribers as long as there is cable television. ESPN has made tremendous strides in their digital platform offerings, enough so that consumers that prefer to not have traditional cable can get their fill of sports content through ‘Watch ESPN,’ the ESPN mobile app, ESPN.com and other digital offerings from the Worldwide Leader.

Could there be a ESPN app available for purchase for those without a cable subscription in a half-decade, similar to Time Warner’s HBO Now endeavor? Sure. For the reasons I hashed out in this blog such as the rising costs of content rights and the gradual decline of cable subscribers. That said, indications are clear that the Worldwide Leader is still a ways off from needing to ‘cut their cord’ to sustain and thrive in today’s ever-changing media climate.

Cole Bair

Star Wars: The Rights Unleashed

Let’s travel to the studio of Lucasfilms in the summer of 1977. George Lucas had just finished filming Star Wars: A New Hope. Struggling to find someone to take his film to theaters he turned to Paramount films to distribute to their large theater chains. Paramount was skeptical of the premise, at the time Paramount was skeptical of a futuristic fantasy sci-fi film. Similar films had been unsuccessful up until this point, so Paramount shot Lucas down. Struggling even more Lucas took the film to 20th-Century Fox. (Fox: http://www.hollywoodreporter.com/news/tangled-rights-could-tie-up-384541) Fox was willing to take a leap on the film but required that Lucas sign over the rights to the film in perpetuity. Feeling this was his only chance to get the film out to the public Lucas signed over the rights to the first film. This, is where a series of issues have made the retail of the beloved saga a logistical nightmare.

Star Wars CastFast forward to 2012. Disney purchased Lucasfilm for $4 billion acquiring all of their work, except for the first 6 Star Wars films. Fox helped distribute the first 6 Star Wars films holding the physical distribution rights until 2020 (2020:http://www.slashfilm.com/20th-century-fox-still-owns-rights-to-first-six-star-wars-films-making-original-box-set-difficult/). They also still hold all rights for the first film.

In this new day and age digital distribution has taken the reins from the mighty TV and Film distribution companies by allowing people to select what they want to view and when they want to view it. So, when it came to the rights of the Star Wars films the original deal between Fox and Lucas had no way of knowing that their films would eventually hit the internet and be distributed through these new avenues. When Disney bought Lucas Films they also bought the digital distribution rights to the last 5 movies of the saga.

Walt Disney Star Wars LogoNotice how I said the last 5 movies? When Fox gained the rights to the first film they gained the entire intellectual property in perpetuity. So in order for a complete saga to be released Fox and Disney had to come to a deal that allows them to distribute the series together. On April 10th 2015 the two came to an agreement and have allowed for the distribution of the entire saga as a whole on digital distribution. The entire trailer brings about a giddy sense of wonder (at least for me).

So let’s talk about the future. In 2020 the last five films for the series will make their way back to Lucasfilm (aka Disney). By this point Disney is planning to have not only the next three films in the saga distributed, but they are also planning to have the the first three branch off stories done as well (http://www.bloomberg.com/bw/articles/2013-03-07/how-disney-bought-lucasfilm-and-its-plans-for-star-wars#p2). Adding another six movies to the lore of the Star Wars universe should bring about a new era of merchandising and dedicated fans.

But, in order for the entire twelve-film box set to be released, a deal between Disney and 20th Century would have to be reached. Disney wishes to capitalize on the full girth of their newly acquired property but no box set would be complete without the original film. Fox on the other hand knows that they hold the key to a powerhouse of distribution revenue. Only time will tell how these two giants will work out their issues, but one thing is certain, they people want a complete box set.

Thomas Winkelman

Disney Live-Action: Reinvent or Recycle?

Remakes. That is the movie culture we are now a part of. We see comic book characters getting remakes whenever a new superhero is cast: Spider-Man and Superman being prime examples. Disney is known for their original work, so why are live-action remakes now their primary focus?

JungleBookDisney has been under the radar in terms of remakes because they haven’t used classic films. In 2007, Enchanted was released in theaters and garnered wonderful reviews. According to Roger Ebert, Enchanted is a refreshing new take on Disney princesses that is sure to capture and enchant the audience. Was this the film that inspired Disney to look into more live-action remakes?

Let’s skip ahead to 2014, with the premiere of Maleficent. Based on Rotten Tomatoes reviews, Maleficent was welcomed by audiences around the world and changed the story of Sleeping Beauty.

Pan, set to be released October 9th 2015, also has a story change. The storyline is the prequel to the original Peter Pan with Blackbeard being the antagonist and Hook being the one to help Peter. Even though it hasn’t released, early viewings have received less than stellar reviews, with only 26% in positive Rotten Tomatoes reviews. Only time will tell if this film will have an impact on the future of live-action classics straying from the original.

Disney is taking chances in new live-action films, but keeping the working formula on Disney classics. Disney princess films have seen the least amount of story change. Cinderella was exactly like the original animated version and garnered major success in the box offices. Casting for Beauty and the Beast has been in entertainment news lately and has shown support for the live-action version. The film is set to release in early 2017. The Jungle Book will also follow the formula of very little story change and will be released in 2016.

In terms of generational differences, Disney reaches multiple generations with their IP. Our generation grew up on the animated classics but the younger generation is now growing up on the live-action remakes. 101 Dalmatians and Peter Pan are great examples of this. All of us born in the 90s remember the animated 101 Dalmatians and the live-action remake that was released in 1996. Peter Pan has been redone multiple times, each hitting a new generation. The original was released in 1953; a remake came out in 1991 called Hook; another live-action remake was released in 2002; and the latest Peter Pan remake is Pan, which will release this October.

Making these classic films into live-action films is another way that Disney reaches multiple generations. Older generations will go see the film to compare it to the original of our generation. Younger generations will go see the film because it’s a Disney movie and they already know the fairy tales associated with the film. New technology and storylines are allowing Disney the freedom to take these classics and give them new life.

Emma Watson TweetWhat are your thoughts on the stories being recreated? Would you like to see the stories stay the same or be altered to fit the values we want to see in younger generations? What will this mean for future generations?

Kristi Newhall

Star Wars: The Power of Nostalgia

Ready or not, Star Wars is back. Just around the corner, Star Wars Episode VII: The Force Awakens is ready to blast into theaters across the world with an unparalleled amount of anticipation this December. Following Episodes I, II and III, Disney looks to smash all box-office records with its first blockbuster title since acquiring the Star Wars franchise.

Star Wars Force AwakensThe Force Awakens is relying heavily on nostalgia, taking place after the events of the beloved original Star Wars trilogy. The original cast is returning, and with it a multitude of rabid fans, both young and old. Check out this record-breaking trailer with over 63 million views in less than 6 months.

While already breaking some records in the trailer-watching department, will The Force Awakens actually break box-office records? In this article from cinemablend.com, box-office analyst Phil Contrino makes the bold prediction,”It’s in the same spot as Avatar, which played and played and played. Force Awakens will hit $1 billion without blinking. If it’s really good, it could cross $2 billion.”

Let’s take a look at some past box-office numbers. Check out these statistics from boxofficemojo.com, and pay close attention to the overall and weekend records. Avatar holds the overall records of both domestic and worldwide releases. Avatar made over $2.7 billion worldwide over its theater-lifespan. In 2009, Avatar was released on December 18, the same date as The Force Awakens. Knowing this, we now can say that the release date is prime-time for record-breaking. Jurassic World, which was released earlier this year, holds the domestic and worldwide weekend record with over $524 million worldwide. These are astronomical numbers for the new Star Wars film to take on, but with the bases loaded, everything points to a grand-slam in the film industry.

So now that we see how successful it could be, let’s take a look at why many think it will reach that success.Keep in mind that I am not an expert in the film industry. I have, however, come up with my own reason why I think The Force Awakens will indeed be successful enough to break the box-office records. My reasoning boils down to a simple, elegant formula:

Fresh Elements + Nostalgia = Excitement

The higher the excitement, the more people will flock to see the movie, multiple times in many cases. It is already easy to see the the excitement in articles like this from Variety.com.

The Force Awakens PosterThe fresh elements that are working for the upcoming film include new characters, new environments, new plot lines and a new director in J.J. Abrams. Abrams has directed a number of successful movies and TV shows, including the two newest Star Trek movies, and two Mission Impossible films, and the TV series Lost. He is experienced in the Action-Adventure and Sci-Fi genres. Star Wars fits J.J. Abrams like a glove, and I think that even the most loyal Star Wars fans will not be disappointed in the final product.

While new elements will attract some viewers (people like it fresh), the real power behind this film is nostalgia. Returning elements from the original Star Wars trilogy from the late 70’s/early 80’s make this is possibly the most anticipated movie of all time. This is nostalgia at its finest. Older generations will come to see the next film in the franchise because they watch it as a child. Younger generations will come to see it because they have watched it as a child. The Force Awakens does not target a specific audience because it does not need to. Star Wars appeals to everyone, regardless of age, gender, class, race or religion.

Many of the original cast returns for The Force Awakens, including Mark Hamill as Luke Skywalker, Carrie Fisher as Princess Leia, Harrison Ford as Han Solo, Peter Mayhew as Chewbacca, Anthony Daniels as C-3PO and Kenny Baker as R2-D2. They have all aged considerably, but we love it. Also making a return at age 83 is John Williams to conduct the musical score, who is just as beloved as any character in the series.

Force Awakens Chewy SoloThe combination of the young and the old has resulted in unparalleled excitement, the likes of which the film industry has never seen. Will the record-breaking excitement turn into record-breaking success? Only time will tell.

Do you think this movie will break box office records? Is nostalgia really the driving force behind the excitement, or do you think it’s something else?

Seth Ebling