Leading the way into diversity

Assessing the landscapeThe Walt Disney Company is a powerhouse in

the Entertainment IndustryTop 5 Media and Entertainment

Companies in the worldRevenues for this year increased by 6% to a

record value of 55.6 billion● Owns many subsidiary companies ● Competition: Comcast, Time Warner, CBS

Corporation, and Viacom● Films such as Zootopia, Star Wars: The

Force Awakens, and Frozen had massive success for the company.

Learning from the PastRather than empowering

women, woman is threatened by snow white’s beauty

Drastically changing her physical appearance for a man

Mulan is was the hero, who isn’t afraid to be herself. Saves her father and the country

Prince charming saves the princess because of her beauty

First non-caucasian princess who is a businesswoman

Frozen was about sisterhood which lead to be the biggest Disney Animation release ever. Standing as the 18th grossing film of all fim and No. 2 foreign release film.

Where we stand today (Princesses)

Where we stand today (Superheroes)

Gender Race

Zootopia

Addresses the issue of stereotyping and discrimination

Delivers the message

○ Be more accepting of others and to not be prejudice towards others

○ Don’t let others tell you what you can and cannot do

Big Hero 6Diverse characters and voice

actors

Breaks down gender and racial stereotypes

Where we stand today

Where we stand today

● Despite a decline in 2015, Hispanics continued the trend of oversampling as frequent moviegoers relative to their proportion

● African American & Asian/ Other was comparable to 2014

● Throughout the 5 years, Caucasians remain the highest moviegoers

Strategic Objective

Market Disney as a culturally diverse company that celebrates all people from

all walks of life

Who

Kids Teenagers AdultsFamilies

How

● Make posters that highlight diverse characters and their strengths● Have culturally diverse events that promote upcoming movies● An ongoing parade that celebrates all the cultures of the world● Diversity Days in the parks● Create Toys and Merchandise that are culturally sensitive

Upcoming Films...

This will be the first Marvel film in which the main superhero and cast is African American

Upcoming Films...

The film introduces people to the Polynesian culture and a new princess of color.

Upcoming Films...

It was recently announced that Mulan will have a live action remake. We will focus on the strong and fearless female lead when marketing this film.

Upcoming Films...

Star Wars: Episode VIII

Not only will the film have a culturally diverse cast, the two heroes are unconventionally minorities with deep character arcs.

Upcoming Films...

This will be the first Pixar film to focus on the hispanic culture.

Coco: Dia De Los Muertos EventAn annual Mexican celebration that will be about remembering

the loved ones that have passed away while embracing an eternal connection Park will feature:

musical trio of iconic calacas (skeleton figures)

Bright colored flowers & decorative items commemorating the occasion

Calaveras style face painting

Offer traditional Mexican treats ex. Pumpkin flan

Parade that includes music, dancing, and characters from Coco

Disneyland presents: Celebration of the World!15-20 Minute Parade

Goes from West to East

Have famous celebration songs/tunes from different parts of the world

Favorite Disney songs sung in multiple languages

Remain culturally sensitive and authentic

Diversity Days: Sep. 29th - Oct. 1st

“Where the world comes to dream”

During low turnout season

Food and Crafts Fair in California Adventure

Sell Merchandise and food items throughout both parks

Toys and Merchandise

Being conscious and respectful of other cultures when creating and marketing toys

and merchandise

vs.Consumers took offense to the costume,

accusing Disney of “brownfacing”

End Goal….

Appealing to a broader diverse audience, Disney’s revenues will increase by 7% by marketing culturally diverse characters and stories that

represent modern ideologies and support empowerment of minorities.