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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Quote of the Day: “My financial priority is getting a job and getting out of my parents’ house.” –Male, 20, WA

Virtual reality is poised to become an entertainment game-changer—could it revolutionize education as well? Google is pioneering Expeditions, a new “virtual field trip” program that reaches out to schools with lessons that integrate virtual reality viewers. Expensive VR headsets are not necessary since Google Cardboard is used, allowing a very new technology to be brought into classrooms at an early stage. (NYTimes)

Millennials are bringing their financial preferences to wedding planning. A survey from The Knot and PayPal found that 44% of couples wish they could make all their vendor payments via smartphone, and 42% were surprised their vendors did not accept electronic payments. They also want the “I do” day to be money-hassle-free: 70% think automated payments for remaining balances on the wedding day would be helpful. (MarketWatch)

Smartphones present a whole new set of social problems for Millennials—especially when they’re using them while drinking. New app Drunk Mode, targeting college kids, is designed to make phones safe to use while under the influence: select contacts are hidden for 12 hours to prevent dangerous drunk dialing, the “Find My Drunk” feature uses GPS to help users find drunk friends, and there are also tools for hailing safe rides and retracing intoxicated footsteps. (Springwise)

After years of magical, mystical creatures and dystopian horror stories ruling YA shelves, a new wave of novels are making more relatable narratives popular again. According to Scholastic, “realism is on the rise,” and books that feature the problems of real-world teens are the next big thing. Recent examples include 21 PromsHomeroom Diaries, and Me and Earl and the Dying Girl, which was also turned into a feature film. (Scholastic)

In 2014, designer Rebecca Minkoff opened her stores of the future, featuring digital fitting rooms with large, mirrored touch screen walls that allow visitors to browse the latest collections, runway shows, photos, and other brand content . Almost a year later, those tech dressing rooms are being credited with tripling expected clothing sales. Minkoff says, “Trying something on signifies intent, and the customer may not have been thinking about buying a dress, but they see it suggested on the screen and know to ask for it.” (Digiday)

Quote of the Day: “My biggest financial goal is Financial independence from my parents.” –Female, 22, MA

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