Monday, 7 September 2015

Context of Practice 3: The Disneyization of Society Notes [2]

BRYMAN, Alan, 2004, ‘The Disneyization of Society’, London, SAGE Publications

(All quotes are from Alan Bryman, unless otherwise marked)

The Disney theme park is significant in the contextualisation of merchandise; the consumer has already paid a large amount of money to enter, and upon entry they are greeted with innumerable opportunities to purchase products that would unlikely be bought at such prices in any other context...

. The environment of the park 'enables' or 'rationalises' the purchase of plastic trinkets
. Parks encourage association with their location, for example Disneyland Paris sells products that adorn popular culture imagery that is associated with Frane (i.e Mickey wearing a beret)
.Parks are constructed in a similar fashion to maps in FPS, there are large open areas to encourage the illusion of free movement followed by narrow 'choke points' that slow movement (for example Main Street) to encourage visitors to file off into shops.

THE EISNER TEAM
.Disney Stores are opened in 1987 (the merchandising of a theme park without the fun/expense of actually being a theme park).
.There was a return to animation being central in Disney's activities post 1987...

'A successful Disney animated feature, they felt, led to success in other spheres of the company's portfolio of activities. Nowhere was this clearer than with merchandising, since animated characters are extremely adaptable and amenable to being transformed into merchandise' - p86

.Full studio control + lack of live actors who can demand a percentage = A lot of money
.Early instances of merchandise being totally sold out due to surprising sales (Buzz Lightyear)

'For the first Toy Story, $125 million was spent on... tie-ins by firms such as Burger King, Nestle, Frito-Lay, Minute Maid, and Payless ShoeSource'

'synergistic system' (all-encompassing product range)

More money can be made from merchandising etc than the actual feature film's box office returns (Star Wars, Jurassic Park etc)

... Star Wars has the uncanny ability to endure and remain relevant though merchandising alone even with a vacuum of films as seen between 1983 - 1999 and 2005 - 2015.

Merchandising is obviously more successful when the 'anchor product' (feature film) appeals to children.

'It was calculated in 2003 that Harry Potter Merchandise was bringing in revenue of £1 Billion a year and that J.K. Rowling would earn £10 million from quidditch turning into a computer game'
BOZTAS, Senay, 2003, Sunday Times Rich List 2003, The Sunday Times (?)

THE PHANTOM MENACE

Months before the release a over ambitious range of merchandise was released in anticipation of a similar demand that accompanied the original trilogy.

.The Character Group share price slumped from 440p to 62.5p due to the failure of The Phantom Menace Merchandising
.Dorling Kindersley lost £25 Million, the resignation of the chief executive and the loss of 140 jobs

.TV programmes directed at children seemingly have the intention to push toylines on child viewers for example Thomas the Tank Engine, Bob the Builder... (which out performed Harry Potter merchandise in the UK)
.Oddities such as South Park... directed at those older than 18, merchandising launches the show into something more... a 'brand', and has a great success in the selling of merchandise and apparel to younger consumers who are generally too immature to view the show (a more modern example would be Family Guy).

Older characters can be rejuvenated to appeal to modern consumers... and create the opportunity for rehashed lazy merchandising.




.Darth Vader has existed in popular culture for 37 years. You do not know the power of merchandising.
.Potentially, the excess of merchandising can create dissatisfaction with the consumer...
(Hercules 1997?)  Minions...
.Does merchandising exploit children?
.Merchandising can be a great gamble, established imagery will not always ensure a profit and may even prove detrimental (Phantom Menace).
.Merchandising is heavily focussed at children, however cautious parents recognise that some products have a relative short 

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