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…

 
 
Ask Millennials some questions.
Log in to get started...

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “I put off/dread calling people in general. Everything should be done online by this time!” –Female, 30, FL 

In a continued effort to draw back the teen consumers they’ve lost, Abercrombie & Fitch’s logo will “be dead” in U.S. stores by 2015. Globally, the Abercrombie and Hollister logos and names will still be used on designs, but will be phased out here where the brand knows it is no longer considered a status symbol. Abercrombie’s sales continue to fall, and the retailer is making efforts to appeal to a different youth mentality by removing references to “Ivy League heritage,” making the brand “totally accessible,” and toning down the club-like atmosphere in-store. (BuzzFeed)

Following heartbreaking stories of the death of toddlers forgotten by their parents in hot cars, automakers made claims that they would be working on new technology to help prevent the tragedies. But years later that technology has not been produced, so parents and teens are developing it instead. Independent entrepreneurs are working on a slew of solutions for baby on board tech that would stop hot-car deaths, including car seat sensors, smartphone apps, and low-tech solutions. Many are seeking backing on crowdfunding sites to make their products a reality. (Washington Post)

Ck one was an iconic ‘90s product, but the brand has kept up with the youth market in order to stay relevant with a new generation. The fragrance, celebrating its 20th anniversary this year, relies on social media platforms, including Snapchat andTumblr, to attract Millennials and stay engaged. When creating their latest TV ad, they invited all participating talent to take behind-the-scenes pictures, selfies, and video, which were then used to “seed” the new campaign on social. The Snapchat campaign has “seen more than 1 million views in just a month and a half.” (Mediapost)

Just a few years ago, Hollywood was incredulous that YouTube was anything more than a collection of amateur vloggers, and certainly most didn’t believe that it would change the traditional entertainment world. But now, YouTube has become a “Hollywood hit factory” for teen entertainment. Smaller companies that realized the platform’s potential early have grown massively, big studios are snapping up YouTube studios to get in on the action, and programming is in the midst of  “rapid consolidation.” Our social media trend tracker shows that as of March 2014, YouTube has become the number one platform teens use, with 89% telling us they use the video site compared to 80% who say they use Facebook. (Businessweek)

Earlier this summer, a report that fewer teens were interested in getting summer jobs than ever before had older generations rolling their eyes at the slacker youth who “don’t want to work.” But new research indicates that it might not just be that lazy kids these days want to spend their summers taking selfies: It could be that teen jobs don’t pay off the way they used to. Millennials with summer jobs don’t see the future wage increase that teens in the ‘70s and ‘80s did. (Vox

Every day we deliver Millennial insights to your inbox, but every quarter, we look at some of the larger trends happening within the generation—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, an in-the-know guide to Millennials that synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies