Disney-Pixar’s ‘Brave’ Debuts, But Many Fans Are Already Familiar With The Story

Disney-Pixar's transmedia approach to marketing reveals the story of "Brave" before the film hits theaters, intensifying audience buzz.

Disney-Pixar's 'Brave'Disney-Pixar’s “Brave” hit the box office this weekend, raking in $66.7 million, making it the fifth-highest opening ever for a Pixar film. The first two action-packed trailers were big buzz builders (and positioned the film as boy-friendly even though it stars a female heroine), but Disney’s marketing machine has been full swing for months, building interest through other media properties well before the film’s release.

In fact, kids could know a significant portion of the story before the film’s release thanks to a few book apps Disney rolled out the week before the film hit theaters. In a conversation with Lyle Underkoffler, VP of Digital Media at Disney Publishing Worldwide at Book Expo, we asked him about the early release of the apps and if it was a concern to reveal too much too soon. He noted that it all depends on context and timeline with each property, but “there are still surprises in the theater” for audiences that see “Brave.” Meanwhile, the brand has been building buzz around the characters and story with prequel pieces, carrying it through the release with “inbetween-quels,” and adding to the story with small sequels that tell stories that come after the film — with all of these extra stories taking shape outside the theater experience.

Movies don’t exist alone anymore, with product extensions and deeper character development coming as afterthoughts as films become successes. Young viewers want to interact with characters and stories in a variety of formats — a true transmedia experience. That desire has grown as they’ve developed a connection with films via social media, tweeting about what they’re watching, following film stars, and sharing trailers on Facebook. It gives film properties a life outside of the theater, one that Millennials wish to extend, both…

 
 
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Millennial News Feed

Quote of the Day: “Already-made costumes usually don't look all that good and are overpriced. Another MAJOR issue is what do I do with that wholly bought costume [after Halloween]? I don't want to store a Hobbit costume all year, or throw it away.” –Male, 27, CA

Kids might still have Frozen fever (bets on how many Elsas we’ll see this Halloween?) but Disney is ready to build buzz for their next princess movie. This week the first artwork for Moana, the story of a Polynesian princess sailing the Pacific, was released, along with news that the film will be out in 2016. Moana will be the fifth non-white Disney princess, which our Instant Poll results today show should align with viewers’ wishes. (Vulture)

High-end designers continue to make children’s clothing to outfit the best dressed generation, and fashion for the pre-teen set is looking more sophisticated than ever: GapKids’ collaboration with kate spade new york and Jake Spade is hitting stores for just two weeks on October 30th, featuring kid versions of some of the labels’ bright and colorful signature pieces. While Gap’s campaign telling adults to “dress normal”missed the mark—and isn’t doing any favors for their sales—we suspect this more whimsical pint sized capsule collection will have parents lining up. (Nitrolicious

How big has The Walking Dead gotten? The post-zompocalyptic gore-fest is so popular that ratings for its first two episodes beat out Sunday Night Football among “the demo that really matters,” viewers 18-49-years-old. Dead’s victory over football could be because this audience thought the games airing weren’t interesting. But if the ratings trend continues, it could be potential evidence that football is losing Millennial fans. (UproxxDeadline)

For teens today, fights in the hallway can lead to much worse than getting detention; students are actually being arrested for misbehavior in schools. Even smaller disciplinary issues like chewing gum, wearing too much perfume, or in one case eating another student’s chicken nuggets, can result in misdemeanor charges. The increased presence of police on campuses, and rise in teachers reporting misbehavior to local authorities, “has turned traditional school discipline…into something that looks more like the adult criminal-justice system.” (WSJ)

Millennial populations in small towns and rural areas might be “ticking slightly upward,” but that growth is no match for the continued trend of urbanization that the generation is spurring. Millennials are also moving en masse to the “fancier suburbs” of big cities, and reportedly Arlington, VA has seen an 82% growth in members of the generation from 2007 to 2013. Small towns feel limiting to these young consumers, who are still flocking to more bustling areas despite the fact that they are more expensive. (NPR)

Our Infographic Snapshots are data visualizations that take our proprietary bi-weekly survey stats and synthesize them to tell a story about this generation’s behaviors and views. From political stances to social media use to spending, we illustrate how many, how much, and how often. These helpful infographics are available to our Gold and Silver subscribers. (Ypulse)

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