Film Advertising

Encanto is a Disney film; because Disney is a conglomerate company. One overall company owns a number of smaller, subsidary companies.

Encanto produced by Walt Disney Animation Studios, and released by Walt Disney pictures. Therefore, the company has complete control over the film from inception to release, and has access to multiple platforms to distribute and synergise.

Video-on-demand: Netflix/ Youtube. Disney own the Disney channel (TV) but also Disney plus, a VoD allowing it to compete with the likes of Netflix.

Why would you go to a cinema?

Watch a blockbuster/ film that has gained a lot of popularity in the media on the run up to it. 

Shows that friends like/ have interest in.

If the film has just been released.

To immerse and converse with fans.

Surround sound, cinema screen.

Word of mouth.

Advertising.

Encanto: 

released in November 2021

budget of $120,000,000 and grossed over $250,000,000

Encanto was shown in cinemas for 30 days (shorter running period than usual) due to being released on Disney plus where it grew exponentially. 

Released music also allowed Encanto to rise in fame e.g: talk about bruno. Lin-Manuel Miranda a famous composer wrote the songs. He had control over what was released and when. It had gained over 135 million streams.

How did the music industry cross promote Encanto and contribute to its success?

Disney records gave the music to Walt Disney which in turn used synergy to upload the music to spotify which got hundreds and thousands of streams and gained popularity very quickly prior to the release of Encanto, which collated to the success of the film. 

Disney uses its own website to promote all of its films, there are a variety of videos also released on youtube which aid in the promotion of Encanto. Disney fans will most likely discover Encanto through the website which gives it more exposure to Disneys’ target audience.

Digital advertising is used by Disney to showcase a portion of the film to the audience. This allows people to be enticed into watching the film without the advert revealing too much. The constant images and links to social media created extra advertising methods.

How did tiktok support the advertising of Encanto?

Tiktok creates a space for all the Encanto fans to share their favourite scenes and act them out. Edits are created and discussions arise as the general public becomes more exposed to Disney through tiktoks’ algorithm, allowing new audiences to become more aware of the film. Dance trends and duets spread throughout tiktok, inviting the audience to get involved with the Encanto popularity train. Hashtags allow people who already know about Encanto to search for relevant content regarding the hashtag. Trending songs go viral, allowing even more exposure to Encanto who's song ‘talk about Bruno’ was a top hit for a long time.

Traditional advertising methods Encanto?

DVD cover/train posters/ magazine advert/ billboard/ and below-the-line advertising/ global or UK based?

Encanto did have billboards that varied in 2 designs through the UK. There are also 2 recognisable poster that is displayed continuously in any country. Encanto was released globally with traditional advertising methods such as TV adverts and cinema adverts.

3 (A) Identify four advantages of a conglomerate ownership structure. 4/4

1. If successful, they get all of the credit (if they are vertically integrated)

2. Vertical integration allowing oversight on all the processes

3. Less money spent on hiring other companies to do their work

4. Able to use its other subsidiary companies to help promote product

3 (b) Explain how one institution you have studied used its conglomerate ownership structure to advertise one of its digital media brands or products.  3/3

Disney used its other subsidiary company 'Disney records' to advertise and market its upcoming film Encanto by releasing the music prior to the release of the film. This was a vertically integrated film created by Disney who structured it this way to increase the success of Encanto since the music 'We dont talk about Bruno' hit the charts and because it rapidly spread across social media.