Early Enterprises... Walt Disney was born on December 5, 1901
in Chicago Illinois, to his father Elias Disney, and mother Flora
Call Disney. Walt had very early interests in art, he would often
sell drawings to neighbors to make extra money. He pursued his art
career, by studying art and photography by going to McKinley High
School in Chicago. Walt began to love, and appreciate nature and
wildlife, and family and community, which were a large part of
agrarian living. Though his father could be quite stern, and often
there was little money, Walt was encouraged by his mother, and
older brother, Roy to pursue his talents.
Slide 3
Walt joined the Red Cross and was sent overseas to France,
where he spent a year driving an ambulance and chauffeuring Red
Cross officials. Once he returned from France, he wanted to pursue
a career in commercial art, which soon lead to his experiments in
animation. He began producing short animated films for local
businesses, in Kansas City. By the time Walt had started to create
The Alice Comedies, which was about a real girl and her adventures
in an animated world, Walt ran out of money, and his company
Laugh-O-Grams went bankrupted. Instead of giving up, Walt packed
his suitcase and with his unfinished print of The Alice Comedies in
hand, headed for Hollywood to start a new business. The early flop
of The Alice Comedies inoculated Walt against fear of failure; he
had risked it all three or four times in his life. Walt's brother,
Roy O. Disney and Walt borrowed an additional $500, and set up shop
in their uncle's garage. Soon, they received an order from New York
for the first Alice in Cartoonland(The Alice Comedies) featurette,
and the brothers expanded their production operation to the rear of
a Hollywood real estate office. On July 13, 1925, Walt married one
of his first employees, Lillian Bounds, in Lewiston, Idaho.
Slide 4
In 1928 Walt created a new animated character, Mickey Mouse.
Mickey was constructed from two large circles, one for the trunk
and one for the head, to which were appened two smaller circles,
representing ears, along with rubber hose arms and legs that
terminated in plump hands ( ungloved at this early stage), and
large booted feet that provided him stability. He was also equipped
with a long, skinny tail, a plump shaped nose, and buttoned eyes.
He was designed for maximum ease of animation (circular forms are
easier to animate effectively) But beyond that Mickey was provided
with something that was new to the medium: A REAL PERSONALITY
Creation of Mickey mouse
Slide 5
Another factor that made Mickey an immediate hit was that he
had good tune to be the right mouse at the right place at the right
time (Steamboat Willie, was the first cartoon with a soundtrack)
Disney was quick to see that his future would depend upon wedding
sound to the cartoon medium. To do this properly, he realized,
would demand care and imagination. An early Mickey Mouse model
sheet which shows the basic simplicity if his design
Slide 6
At that time colour in the animated series was new. Disney
signed a deal with Technicolor to have exclusive animation rights
to the use of their new three- strip system for the next two years.
In 1932, the production entitled Flowers and Trees won Walt the
first of his studio's Academy Awards.
Slide 7
Meanwhile other characters like Donald Duck, Pluto, Goofy were
added to the animation. Painting for Plutos Dream House
Slide 8
In mid- thirties, Mickey had become a national symbol and as
such he was expected to behave properly at all times. It was
becoming harder to find comic situations for him that would not
give offence in some quarter. Besides this restriction, the
cartoons were always very innovative.
Slide 9
Animated classics Initial success did not satisfy Disney for
long. In 1930s he began to think seriously about producing a
feature- length animated film. REASONS: The Disney shorts were so
popular that they often shared billing with the main feature, but
because film rental was determined by running time, the potential
revenue from these shorts was limited. Disney was anxious to work
within an expanded format that would give him a chance to evolve
more complex ideas and greater naturalism.
Slide 10
Walt Disney started with Snow White & Seven Dwarfs as his
first full-length animated musical feature. During the next five
years, Walt Disney Studios completed other full-length animated
classics such as Pinocchio, Fantasia, Dumbo, and Bambi. Apart from
the products of the feature animation department, there have been
other full length animated films like Duck Tales: The Movie (1990),
a mediocre spin-off of a television series, and A Goofy Movie
(1995), which succeeded very well within its own terms.
Slide 11
Disney artists were very little experienced in animating the
human form. So, special classes by Do Graham were provided to them
to improve their knowledge of anatomy. Bringing the human form to
life was the exclusive goal of the artists.
Slide 12
Snow White was the first feature where transparent colours were
employed for the background paint.
Slide 13
Sleeping Beauty (1959) began with high hopes but ended with
disappointment. Highly stylized treatment tended to slow the action
and interfere with character development.
Slide 14
A Second Flowering - Beauty and The Beast ( 1991)
Slide 15
Beast had to be shown sympathetic (although no less terrifying)
Give life and naturalism to the objects of the story. Nominated for
an Academy Award- Best Picture Category- first time an animated
picture was accorded this honor
Slide 16
Disney created an animated movie, Toy Story (1995), in which
computer- generated animation was used to create a world realistic
enough to sustain a feature- length story. The movie was the result
of a collaboration between Disney and Pixar, a computer animation
company founded by George Lucas and now owned by Apple Computer
cofounder Steve Jobs. Toy Story introduced a new era in animation
with such authority that it established itself as an instant
classic. Other Disney/ Pixar film are: A Bugs life, Cars,
Incredibles etc.
Slide 17
In 1946 Disney started creating full-length live- action films.
In these movies a full complement of professional actors is used to
tell an entirely fictional story. Cartoon inserts helped sell the
movie to the public. A still from Song of the South
Slide 18
History then conspired to push Disney towards a series of all
live- action historical pictures. Because of post war monetary
restrictions, a significant portion of Disney financial assets were
frozen in Great Britain. He could access the money only if it was
being employed there, and on the advice of his brother Roy, Walt
decided to use it to make films in the British Isles. The fruits of
this venture are: Treasure Island, The Story of Robin Hood and his
Merrie Men, etc
Slide 19
DREAMING DISNEYLAND
Slide 20
Walt Disney presents his vision of a magical park. The more he
dreamt of it, the more elaborate his plans became. In 1954, the
year before Disneyland opened, Walt Disney shared his ideas on TV
and to potential investors- by using maps and concept drawings to
show that Disneyland would be like.
Slide 21
As Walt Disney sat at a bench, at an amusement park, watching
his daughters play, he noticed how ragged and filthy the small
amusement park was. He also observed people's reactions to
different rides, and noticed how children's parents had nothing to
do. They would be anxious to go home, while their children were
still having fun, and playing. This is where Walt was conjuring,
and planning a new type of amusement park; one that would be clean,
and would have attractions for parents and children together. This
was Walt Disney's idea, which eventually turned to be Disneyland.
Years before Disneyland was constructed, Walt was thinking,
generating, and creating everything in his mind. He traveled the
United States, and visited buildings of Americas most prolific
inventors and creators, such as Thomas Edison's Workshop, the
Wright Brothers Bicycle shop, and the home of the Dictionary
magnate Noah Webster. While visiting these places, he was
formulating and dreaming of a "Mickey Mouse Park" with a western
village, Main Street, and more, these ideas would eventually form
Disneyland. When the real designing came around, Walt was met with
inevitable questions. How do you make believable wild animals, that
aren't real? How do you make a Mississippi paddle ship? How do you
go about building a huge castle in the middle of Anaheim,
California? So, Walt Disney looked to his movie studio staff for
the answers. The design of Disneyland was something never done
before. There would be five uniquely different lands.
Slide 22
Then-Vice President Richard Nixon and family help Disney
introduce the Disneyland Monorail, on June 14, 1959.
Slide 23
Logo
Slide 24
A stylized version of the founders signature Signifies the
brand name and promises secure, cheerful and quality American
mainstream entertainment. Different animations and styles were
introduced in the Walt Disney logo to complement the entertainment
quality and the technological breakthroughs of the era. The
original Walt Disney logo, to a large extent, has retained its
uniqueness, however, over the time,
Slide 25
Other than the regular logo, the company uses different logos
on its different products. A castle on a blue background version of
the Walt Disney logo is used for the movie releases and as the
curtain-raiser to its films. The Walt Disney signature with World
added to it is used for the companys resorts "Walt Disney World
Resort"
Slide 26
A Mickeys head is adopted for the companys Mickey Mouse Club
and Studios was added to the Walt Disney logo signifying Disney
Studios around the world.
Slide 27
Walt Disney Company subsidiaries : 82 A ABC Circle Films ABC
Entertainment ABC Studios American Broadcasting Company B Bay Lake,
Florida Buena Vista Distribution Buena Vista Motion Pictures Group
Buena Vista Music Group C Capital Cities Communications Caravan
Pictures Celebration, Florida Circle 7 Animation Compass Rose
Corporation D Disney Comics (company) Disney Consumer Products
Disney Development Company Disney Interactive Studios Disney Mobile
Disney Movie Rewards Disney Press Disney Regional Entertainment
Disney Theatrical Group Disney Vacation Club Disney Vacation
Development, Incorporated Disney Worldwide Outreach Program
Disney's Hilton Head Island Resort Disney-ABC Domestic Television
Disney-ABC International Television Disney-ABC Television Group
Disneyland Resort
Slide 28
E ESPN ESPN Deportes ESPN Deportes Radio ESPN International
ESPN Zone ESPN.com ESPN2 ESPNEWS F Fall Line Studios G Go.com H
Hollywood Pictures Hollywood Records Hyperion (publisher) I It's a
Laugh Productions, Inc. L Lake Buena Vista, Florida List of Disney
Interactive Studios games List of Walt Disney video releases Lyric
Street Records M Mammoth Records Miramax Books Miramax Films
Movies.com Muppets Holding Company LLC P Pixar R Radio Disney Reedy
Creek Energy Services Reedy Creek Improvement District
Slide 29
S SOAPnet Saban Entertainment T Toon Disney Touchstone Pictures
W Walt Disney Animation Australia Walt Disney Animation Japan Walt
Disney Animation Studios Walt Disney Creative Entertainment Walt
Disney Entertainment Walt Disney Imagineering Walt Disney Internet
Group Walt Disney Music Company Walt Disney Parks and Resorts Walt
Disney Pictures Walt Disney Records Walt Disney Studios Home
Entertainment Walt Disney Television Walt Disney Television
Animation Walt Disney Theatrical Walt Disney Travel Company,
Incorporated Walt Disney World Company Walt Disney World
Hospitality and Recreation Corporation Walt Disney World Resort
Wonderland Music Company World of Disney
Slide 30
Business Segments
Slide 31
Disney, together with its subsidiaries and affiliates, is a
leading diversified international family entertainment and media
enterprise with four business segments: 1.Media Networks 2.Parks
and Resorts 3.Consumer Products 4.Studio Entertainment
Slide 32
1.) Media Networks Media Networks comprise a vast array of
broadcast, cable, radio, publishing and Internet businesses. Key
areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney
Internet Group, ABC owned television stations, and a supporting
headquarters group. Marketing, research, sales and communications
functions also exist within the segment..
Slide 33
A) ABC Television Network Its Media Networks unit is centered
around the A Better Community (ABC) television network. ABC
Television Network provides broadcast programming to 228 affiliated
stations across the U.S. The Network encompasses ABC News, which is
responsible for news programming on television, radio and the
Internet; ABC Entertainment, responsible for ABCs primetime and
late- night entertainment programming; ABC Daytime, producer of the
networks successful cache of daytime programming; as well as ABC
Kids, the Networks childrens programming platform
Slide 34
B) Disney Channel Disney Channel is a 24-hour general
entertainment television network that offers television programming
for children through original series and movies as well as third
party programming. It is marketed to mostly young children, however
in recent years the diversity of viewers has increased.
Slide 35
C) ESPN ESPN, formerly an acronym for Entertainment and Sports
Programming Network, is an American Broadcasting cable television
network dedicated to broadcasting and producing sports-related
programming 24 hours a day. ESPN is 80 percent owned by ABC, Inc.,
which is an indirect subsidiary of The Walt Disney Company.
Slide 36
D) Radio Disney Radio Disney is a radio network based in
Dallas, Texas in the United States broadcasting music and other
content targeted at children and young teenagers.
Slide 37
E) Walt Disney Internet Group (WDIG) The Walt Disney Internet
Group (WDIG) offers a compelling mix of interactive entertainment
and information content and services for Internet and mobile
devices for audiences around the world. Its paramount mission is to
provide a safe, secure environment for consumers to experience the
Disney brand anytime and anywhere as they inform and entertain
themselves, look to join communities with other Disney fans, or
shop for products and services.
Slide 38
Also included in the Media Networks segment are Buena Vista
Television. In 1980, the name Buena Vista was changed to Walt
Disney Buena Vista
Slide 39
2.) Parks and Resorts
Slide 40
Disney's Parks and Resorts is not just home to Disney's beloved
characters but the place "Where Dreams Come True." The segment
traces its roots to 1952, when Walt Disney formed what is today
known as Walt Disney Imagineering to build Disneyland Park in
Anaheim, California./ Since then, Parks and Resorts has grown to
encompass the world-class Disney Cruise Line, eight Disney Vacation
Club resorts (with more than 100,000 members), Adventures by
Disney, and five resort locations (encompassing 11 theme parks,
including some owned or co-owned by independent entities) on three
continents: Disneyland Resort, Anaheim, California Walt Disney
World Resort, Lake Buena Vista, Florida Tokyo Disney Resort,
Urayasu, Chiba Disneyland Resort Paris, Marne La Valle, France Hong
Kong Disneyland, Penny's Bay, Lantau Island
Slide 41
3.) The Walt Disney Studios The Walt Disney Studios distributes
motion pictures under: Walt Disney Pictures - which includes Walt
Disney Animation Studios, Pixar Animation Studios DisneyToon
Studios - Touchstone Pictures, Hollywood Pictures and Miramax
Films. Walt Disney Studios Motion Pictures International serves as
the studio's international distribution arm. Walt Disney Studios
Home Entertainment distributes Disney and other film titles to the
rental and sell-through home entertainment markets worldwide.
Disney Music Group distributes original music and motion picture
soundtracks under Walt Disney Records, Hollywood Records, and Lyric
Street Records.
Slide 42
4.) Disney Consumer Products (DCP)
Slide 43
Disney Consumer Products (DCP) is the business segment of The
Walt Disney Company that extends the Disney brand to merchandise
ranging from apparel, toys, home dcor, books and magazines to
interactive games, food and beverages, stationery, electronics and
animation art. This is accomplished through the work of DCP's
various lines of business: Disney Toys, Disney Apparel,
Accessories, and Footwear, Disney Food, Health, and Beauty, Disney
Home, Disney Publishing, Disney Stationery, Disney Interactive
Studios, Baby Einstein, and www.DisneyShopping.com. DCPs' origins
trace back to 1929 when Walt Disney licensed the image of Mickey
Mouse for use on a children's writing tablet.
Slide 44
Apparel Ranking as the world's 12th largest apparel brand -
larger than Faded Glory, Benetton and Banana Republic, Disney
Apparel, Accessories, and Footwear utilizes the extensive vault of
Disney content to create unique and fashionable products for the
young and young at heart. Disney has also expanded its presence in
the footwear market by collaborating with up-and-coming brands such
as Crocs and by developing new licensing business models with
leading retailers such as Payless Shoes.
Slide 45
Disney Interactive Studios, the interactive entertainment
affiliate of The Walt Disney Company, is a global business unit
that self-publishes and licenses a broad portfolio of video games
for multiple platforms in all major markets worldwide. Video games
from Disney Interactive Studios are inspired by the breadth of
intellectual properties throughout The Walt Disney Company and its
subsidiaries. In addition, Disney Interactive Studios creates
original intellectual properties that have the potential to expand
beyond the video game market into other business areas of The Walt
Disney Company. Disney Interactive Studios
Slide 46
Food, Health & Beauty Disney Food, Health & Beauty
offers products for all ages inspired by beloved Disney characters,
Disney films and Disney Channel shows. Most recently, the group has
been a driving force behind The Walt Disney Companys strategy to
promote healthy eating habits for kids. Through new food licensing
programs, product reformulations and relationships with leading
retailers around the world, the Disney food group offers parents
healthy alternatives their kids will love.
Slide 47
Disney Home offers home dcor and design programs inspired by
classic Disney properties such as Disney Princess, Mickey Mouse
Provides creative room solutions for all ages. Disney Home has also
expanded into non-character, Disney-branded designs featuring the
whimsy of Disney characters and the classic style of Walt Disney
himself. Home
Slide 48
Publishing The legacy of Disney Publishing Worldwide (DPW)
began with the introduction of the first Disney comic strip in
1930. Walt Disney felt that print would enhance the Disney movie
experience, while also allowing the introduction of characters to
those who had yet to see certain films. Disney books, magazines and
comic books often hit international markets first, paving the way
for the company to enter new global markets by establishing the
brand in countries such as China and Russia.
Slide 49
Stationery Greeting cards, party goods, posters, scrap-booking
and back-to-school supplies have all played a starring role in the
expansion of Disney Stationery's contribution to the growth of
Disney Consumer Products' (DCP) business since 2000. In addition to
youth products, Disney Stationery recently designed a line of
upscale leather bound journals and photo albums inspired by vintage
Disney art.
Slide 50
Disney Toys has been bringing magic to playtime for children
and families all over the world. Toys Based on annual retail sales,
Disney Toys* would be considered the third largest toy company in
the world if it operated as an independent toy business. This
success comes from Disney Toys' dedication to its role as an
innovator and leader in the development of traditional toys to
contemporary playthings that bring Disney characters and stories to
life.
Slide 51
Disney films have provided inspiration for new toys and have
driven the success of Disney toys in the boys category. Pirates of
the Caribbean Black Pearl Playset won Child magazines 2006 Best
Toys of the Year Award Key Licensees : Bandai America Inc. - Power
Rangers toys Fisher-Price - Winnie the Pooh and Disney Princess
infant/pre-school toys Hasbro Inc. - toys inspired by Disney film
and television properties Mattel - Disney Princess fashion dolls
Playmates Toys Inc. - Disney Princess large dolls and playsets Tomy
- toys for the Japan market (all categories) Starlight consumer
electronics Digital Blue consumer electronics
Slide 52
Font
Slide 53
DISNEY IN NEWS
Slide 54
Disney Bans Smoking in Its Branded Movies Disney Says It Will
Link Marketing to Nutrition Walt Disney, addressing the growing
concerns of parents over child nutrition. It says that it would
curtail the use of its name and characters with food items that do
not meet new nutritional standards. The new guidelines would limit
how much sugar, calories and fat could be in snacks and foods
marketed by companies that Disney has licensing relationships
with.
Slide 55
MARKETING STRATEGIES
Slide 56
Capitalize on current events: Mickey mouses dog was named PLUTO
after the discovery of the planet Pluto by Clyde Tombaugh
Slide 57
The underwater sequence of Pinocchio which was a result of
underwater photography being in fancy at that time.
Slide 58
Get your employees behind your product: Threw a party for his
employees after the success of Snow White & Seven Dwarfs.
Slide 59
Embrace new technology: Added sound to his Mickey Mouse
cartoon, Steamboat Willie (1928) which resulted in the rodent
becoming a national craze. In 1950s Walt embraced the new medium of
television as a way to keep the public informed about what his
studio was doing.
Slide 60
Surprise To tie in with their yearlong theme, The Year of a
Million Dreams, Disney has added a brilliant twist to the age-old
favourite. Theyve added surprise. Heres their twist. Imagine
walking through one of the Walt Disney World Theme Parks when a
Cast Member taps you on the shoulder to offer you a dream come
true. Right now, over a million extra-special dreams, some thought
impossible, are being randomly awarded to people just like
you.
Slide 61
Walt Disney pays attention to all small details. These details
are not the similar ones as the world is doing them. They are
different. Detailing
Slide 62
Evolve Creation of the ToonTown
Slide 63
For their Existing Customers
Slide 64
Walt disney Generating New Business
Slide 65
PC Market Disneys business model has always evolved around
Mickey Mouse because the animated figure incorporates the positive
characteristics of the corporation. From an economical perspective
Mickey Mouse is a powerful marketing tool because he is recognized
all over the world and generates enormous capital gains.
Integrating the ears of Mickey Mouse on their new personal
computers has create a new source of revenue because as the
standard of living and digital medium is continuously increasing,
hence more consumers will purchase personal computers. The above
statement is a conclusion from the trends in the PC market because
between 1990 and 1999 US households with personal computers
increased from 22% to 53%.
Slide 66
Indian Market The second approach to generating new business is
integrating Disneys business model into new international markets
and cultures. With a new Walt Disneyworld theme park in Tokyo,
Disney has expanded their business into the Indian market. With the
worlds second largest population in India, Disney appears to have
made the right decision in their effort to globalize. India has
many indicators that point out to Disneys globalization efforts;
(1) lower labor costs, (2) second largest customer base, (3) low
competitive environment, and (4) Indias interest and investment
into the entertainment industry.
Slide 67
DreamWorks Sony Pictures Entertainment Warner Bros.
COMPETITORS
Slide 68
Shrek animators deny rumors that the Dreamworks character is
based on Disney CEO Michael Eisner
Slide 69
MARKET SHARE OF ANIMATION STUDIOS ( JAN 1- FEB 18, 2008) Fall
under Walt Disney
Slide 70
Case study
Slide 71
The Walt Disney Company (India) Pvt Ltd opened on July 1, 2004
three of four lines of business now operational. MEDIA NETWORKS
WALT DISNEY TELEVISION INTERNATIONAL (INDIA) Disney Channel and
Jetix Television is a key brand driver for Disney in India. Disney
Channel and Jetix have consistently been leading networks for kids
4-14 in Cable & Satellite (C&S) programming across India
since launching in December 2004 driven by the success of key
Disney Channel franchises and our localization strategy. Their
current reach is over 50 million homes and Star India is the
exclusive distribution partner for both channels. In 2006, the
channels won 21 awards including Disney Channels win as Best
Childrens Channel at the Indian Television Academy awards, which is
based on audience polls.
Slide 72
The localization strategy includes production of Disney Channel
original, local content, local languages, local acquisitions, plus
production of short-form original content to create the
environment. Outside of the US, India is one of the largest markets
Disney has invested in for local production most recently exhibited
by the successful and locally produced original program, Vicky Aur
Vetaal, based on an Indian fable and recently launched Dhoom Machao
Dhoom. In addition, Disney Channel and Jetix have over 6000
episodes of dubbed content (3 languages included). Disney Channel
India has close to 25% local content on-air today. Disney's
portfolio of kids' channels seeks to strengthen connections with
kids and their families by developing creative local content that
reflects the lives and faces of the Indian market
Slide 73
In India, all songs from the movie were re-recorded with
popular Bollywood talent, musicians and singers - Sunidhi Chauhan,
Naresh Kamath, Shweta Pandit and Neuman Pinto. In India, the HSM2
Hindi album has three 'inspired by' tracks composed by Shankar-
Ehsaan-Loy.
Slide 74
WALT DISNEY STUDIOS MOTION PICTURES (INDIA) In June 2007,
WDSMPI announced a historic collaboration with Bollywood's leading
studio - Yash Raj Studios to make animated films created by and for
Indians. During the course of the year, WDSMP, India also extended
its winning streak in animation - owning 5 of the top ten all-time
slots, lead by Disney/ Pixar's "The Incredibles" which created
history by being the first Hollywood film to be ever dubbed by a
top Bollywood talent - Shah Rukh Khan.. The first film under this
partnership is entitled "Roadside Romeo," to be directed by Jugal
Hansraj produced by Aditya Chopra and with music by Salim -
Sulaiman. It features the voices of Saif Ali Khan, Kareena Kapoor
and Jaaved Jaaferi. It is slated for a release in May 2008