Portable Disney Channel

Smart phones with FLO TV technology and the FLO TV standalone unit will now have access to ABC and Disney Channel shows like Lost, Grey's Anatomy, Hannah Montana and JONAS.

Looks like Disney's not only recognizing the rise of casual multi-platform gaming and the spread of franchises, but they're also diving into to on demand market.

Soon their movies will be easily accessible on Keychest and their television shows will be available on portable devices and cell phones.

Disney's really making an effort to be on the forefront of media reach and technology.

Disney Gaming

As referenced many time on this blog, Disney, especially under CEO Bob Iger, is very into spreading a franchise over as many platforms as possible for optimum return on little new content and creativity.

Lately, noticeable in the anticipated Epic Mickey game, Iger's noticing the rise in "casual gaming." This leads to speculation on if Disney will attempt to acquire some game companies. Groups like Electronic Arts are Take-Two Interactive are vulnerable for takeover after huge falls in shares.

Iger only somewhat plays into this speculation saying, "we need to make sure we are structured... to take advantage of all elements of the game business."

Yea, Iger, work those franchises.

Disney Channel Ratings

"Ratings Highlights for November 09 - Final National Ratings

Disney Channel Ranks as TV’s No. 1 Network in Prime for the 57th Consecutive Month in Kids 6-11 and for the 56th in Tweens 9-14

“Phineas and Feb” Stands as the Month’s No. 1 TV Series in Kids 6-11 for the 2nd Consecutive Month, and Also Ranks No. 1 in Tweens 9-14

Disney Channel Airs TV’s Top 3 Series in Tweens 9-14, and 3 of the Top 4 in Kids 6-11"

Basically, this is why Disney's bringing Rich Ross up the ranks.

Disney Method for Repeat Customers

A key element to Disney's success is their great brand recognition and trust in a family friendly image. A great example of the way they maintain this image is their theme parks. Disney has strict guidelines for their park employees to keep up an appearance of cleanliness and friendliness. To keep up morale, employees are encouraged that they are "cast members" in a show, not working. It's true, they must be in character if they are in public view, characters in costume are not allowed to talk and must make sure they are in a safe area before removing their suits so as not to crush some small child's dreams.

Business Week outlined other points of Disney's strategy for a good customer environment for gaining repeat customers. This stresses the role of the secondary customer (the one influencing the core customer, but not necessarily buying anything themselves). These points include:

- "Train employees to be respectful of all customers, including children."

- "Make waiting in line an entertaining experience."

- "Be "show-ready."

- "Keep the show on stage."

- "Encourage your team to be "assertively friendly."

See the site for more info.

Live Action Mulan Film in China

asianmoviepulse.com

Hong Kong director, Jingle Ma has created a live action movie based on the folk tale of Hua Mulan

starring Wei Zhao.

This is not necessarily business, nor completely Disney related, but I don't care because this is pretty boss.

Of course, Disney made an animated version of the Chinese folklore in 1998, but this film will not have

Broadway style musical numbers, an Eddie Murphy voiced sidekick, or convenient solutions to all problems.

Instead, it will focus more on the more human (rather than godly hero) aspect of the character and her

emotional response in fighting.

As of now the film opens in China, Singapore and Malaysia on Friday, but distribution deals for the U.S.

and Europe are being negotiated.

/Not really related, but pretty exciting anyway.

More Ross Administration

Rich Ross has been listening in on Business of Media or something because now he's trying to convince Hollywood they have to completely rethink traditional distribution methods to compensate for the internet as a growing platform for entertainment. This involves more targeted marketing (as we've seen with Facebook and Hulu) and a shorter window between theater release and home-viewing. (I'm still ambivalent and curious for the future on this last point. Will a shorter window mean higher DVD-or in the future, KeyChest- sales as the movie will be fresh in audiences minds? Will this be at the expense of box office sales since audiences know they won't have to wait long to just own the movie? Will exhibitors than have to fight to stress the importance of a theater-going experience? Stay tuned.)

More changes come from the previously mentioned staff changes. The booting of Daniel Battsek (of specialty label Miramax) exemplifies Ross and Bob Iger's growing emphasis on safe family-friendly movies and franchises/sequels which are more easily recognizable and marketable. Unfortunately, they seem to know and don't care that this will come at the expense of original ideas and stories, which is extremely disappointing. (If only there were more people like my man, John Lasseter who'd try to make them see the light.)

Now, according to Ross, "it's brand over everything else." Sad.

More marketing recognition* comes to the need for "more movies that appeal to women." Given their stereotypical penchant for doing things in groups (like trips to the bathroom), it seems to make more sense that women are more likely to want to see a movie in theaters. At least online, women 25 to 54 are "heavy online ticket buyers" and movie ticket purchasers are 39% more likely to be female." This is why we have Twilight movies.

*This should count as like, 3 blog posts right? :]

Rich Ross Restructuring

Continuing the thread of changes under Rich Ross, the new chairman of Walt Disney Studios has already made some changes.

• Greg Brandeau, vice president of Pixar Studios, will be chief of technology at Walt Disney Studios
• Alan Bergman, still president of WDS, will get added responsibilities of managing studio franchises, to reflect Ross' "focus on brands that can be utilized by other divisions within the company"
• Oren Aviv will still oversee live-action movies
• Bob Chapek, president of home entertainment, is now also head of distribution for "all outlets for Disney movies, including theaters, DVD, pay television and new media"
• New marketing head TBA

Unfortunately a handful of executive have already be left by the wayside or have left due to the changes including Jim Gallagher (former marketing head), Dick Cook (chairman replaces by Ross), Daniel Battsek (former president of Miramax), and Mike Zoradi (formerly oversaw world wide distribution and marketing).

It seems many positions will now report directly to Ross, Chief Executive Bob Iger, or Chapek. Part of the reason they're using is that these interconnected responsibilities will help promote inter-division coordinating on marketing. Some are citing higher-ups' disatisfaction with the marketing of their recent big budget, computer animated, A Christmas Carol.

Disney thinks of more creative ways to interconnect their marketing and advertising than actual creative content. It seems they've become all about stretching everything out of what little they come up with and make the most money possible simply out of franchises.

I wish they'd stop shuffling around and listen to my man, John Lasseter about how people really care about good content.