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New Pr Campaign For Disney Essay

3075 words - 12 pages


        Professionals from all occupations can learn how to increase their effectiveness in communication, problem solving, and strategic planning, by modeling the creative genius of Walt Disney.

        Walt Disney was one of the world's all time creative geniuses. By applying his imagination and marketing savvy, he was able to create an empire based on cartoon characters and mythical environments.


        The challenge was how to do a movie with such themes and make it interesting, romantic, and fun. - Peter Schneider, President of Disney Feature Animation (Pocahontas 35).

        Thomas Schumacher and Peter Schneider are two of the key executives who have re-established the Walt Disney Company as the premier animation studio in Hollywood. Schneider, in particular, became president of Disney Feature Animation in 1985, and since that time has assembled a coterie of first-rate talent and guided the division to a level of unprecedented success, boasting a lineup of recent productions that now includes The Little Mermaid (1989), Beauty and the Beast (1991), Aladdin (1992), The Lion King (1994), and Pocahontas (1995).

        Disney is the film industry's exemplar for creating blockbuster motion pictures, fueling the releases with highly sophisticated advertising and marketing campaigns, and then maximizing profit by licensing literally hundreds of ancillary products. For example, the film The Lion King and its merchandise have already grossed an estimated $2 billion worldwide (Biskind 81). With each subsequent feature, Disney executives try to equal or top their last success.

        Disney's creative success was tow-fold. He had the capability to discover new relationships, look at subjects from new perspectives, and form new combinations from two or more elements. His creativity resulted in the uncovering of technologies that lead to new business ideas.

        One of those ideas was the storyboard. Disney had the mental capacity to create great ideas, the objectivity to analyze his work and plan for action, and the storyboard to document and communicate the ideas.

        Storyboarding is a technique developed by Disney in 1928. He needed to achieve full animation in cartoon features, something that no one else had accomplished. Creating a full feature cartoon meant that he and his staff had to create thousands and thousands of drawings. In order to keep all the cartoon drawings straight, and to give his staff a clear picture of what was going on in the story, he created the storyboard. Disney's storyboard was a wall where all the drawings were arranged in sequential order and then pinned up. It worked great!

        The story could be planned, seen visually, and pieces of the cartoon could be unpinned and moved around on the wall. Editing the cartoon became relatively easy because team members were able to move pieces of the story...

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