Tuesday, May 2, 2017

Marketing Case Study


April 27th, 2017

Our Businesses

The Walt Disney Company was founded on October 16, 1923 in Los Angeles, California. The founders that shaped this entertainment juggernaut were Walt and Roy Disney. One of Walt Disney's most prestigious accomplishments included his creation of the Pirates of the Caribbean theme park ride. This ride inspired the creation of the motion picture franchise Pirates of the Caribbean. Today, Pirates of the Caribbean is known as one of the most successful and well known franchises in both the U.S. and around the world. It grossed $1.27 billion domestically and $3.7 billion dollars worldwide. Also, the ride is celebrating its fifty years of pirate adventure. Recently, Johnny Depp surprised visitors by incorporating himself in the Pirates of the Caribbean themed ride. While part of the ride, he stood still until the time was right to give tourists a good scare.

Dangling from a dog's mouth is the key that would free jailed pirates of the Caribbean

It's a pirate's life for a skeleton surrounded by stolen treasure

For the most recent installment of the franchise Dead Men Tell No Tales, the movie has a budget of $320 million dollars. Also, Geoffrey Rush, Keira Knightley, and Orlando Bloom are all reprising their roles in the new film. Knightley and Bloom weren't in the fourth movie which contributed to the poor reviews and negative public attention for On Stranger Tides. On Stranger Tides received a rating of 6.7/10 on IMDb and 32% on Rotten Tomatoes. With veteran actors and actresses returning, new characters, and fresh directors Joachim R√łnning and Espen Sandberg the public is keeping a keen eye on the new motion picture. 

I believe it's genius of Disney to have Johnny Depp portray Jack Sparrow while visitors are on the Pirates of the Caribbean themed ride. It caught many people off guard since people on the ride were able to experience the authentic Captain Jack Sparrow in person. Seeing a figure such as Depp would make me want to go see the film myself! 

As a marketing manager, the only thing I would do differently is invite a few more supporting cast members to accompany Johnny Depp on the Pirates of the Caribbean ride. Some suggestions I would make include adding characters Mr. Gibbs, Marty, Ragetti, Pintel, and Jack(the monkey). 

Discussion Questions: 

1) What do you guys think of Disney's new marketing strategy?
2) Will this marketing tactic motivate people to go watch the new film in theaters?  
3) How would you react if you saw Captain Jack Sparrow in person? 

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