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: "GoPro does a great job appealing to my generation because they convince regular people that they are adventurous, like many college kids like to think of themselves." –Male, 22, MD

Facebook continues to evolve to keep up with social platform competitors attracting younger users. The site has announced changes to their standalone chat app Messenger that will transform it into a platform that third parties can develop content and services for, including games, hotel bookings, tickets, and peer-to-peer payments. The new Businesses on Messenger feature would allow users to chat with brands to make purchases and change orders, and could make shopping a more personal experience. Facebook will also be adding the ability to chat with memes and GIFs, features that have proved popular with young consumers on other chat apps. (re/code,Fast Company)

Millennials are wary of investments, and generally anxious about their finances, and some have turned to new services that let them take baby steps into the financial world. More traditional institutions have certainly taken notice. Northwestern Mutual recently acquired LearnVest, a startup that offers free and paid financial planning services including articles, advice, and access to an expert for guidance on spending and budgets. The purchase is the latest in a trend of financial tech companies being snapped up by older, less digitally savvy brands. (FortuneBusiness Insider)

While many startups and sites are working to combat cyberbullying, one app is receiving an enormous amount of backlash for fostering the behavior in high schools. Burnbook allows users to join communities, usually around a school, remain anonymous, and post on topics of their choice. Although the app encourages “jokes, fails, wins, shout outs, revelations, proclamations, and confessions,” posts have been used to target specific people and groups, and threats have been made to at least one school. Some parents and teens are trying to use the app to spread positivity, but those posts don’t seem to outweigh the “gruesome things.” (Mashable)

Toys “R” Us will begin to sell an experience alongside its products with the hope of regaining their footing in the toy industry. Discount options like Wal-Mart and Amazon have hurt the chain’s sales over the past few years, so new plans to revamp stores will add physical play areas and more technology for kids to interact with. The retailer wants to be a place “where kids want to go and play,” and their new prototype store will open later this year. (Bloomberg)

For better or for worse, technology is becoming an intrinsic part of childhood, but boys and girls might not be growing up with the same tech experiences. A new study of parents of kids ages two to nine found that in many cases, parents give their children different devices depending on their gender. Sons were more likely to be given smartphones or gaming devices while daughters received more tablets (73% vs. 65% for boys). Parents were also more likely to use tech to calm down sons, with 48% using a device to help soothe boys when they are upset, compared to 37% for girls. (Kidscreen)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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