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Generations of youngsters worldwide have been brought up on the “family values” philosophy of the Disney organisation. But in a crueller, less tolerant and more tech-savvy world are those rather syrupy values still relevant? Do people who believe in BlackBerry still believe in fairies?
Preparing to launch its second television channel in South Africa, Disney executives are assailed by no such doubts. Disney is as relevant as ever, asserts country manager Christine Service. “What children want is to see other kids like themselves dealing with real problems. They want stories that are relevant to them as they grow towards adulthood.” Less syrup, more realism.
The new Disney XD is a “boy-focused, girl-inclusive” channel for kids aged six to 14. Traditional Western movies are no longer the standard fare of pre-teen boys but action and adventure are still what the skateboard generation hankers for. The existing Disney Channel has broad appeal, but with a slight female bias.
Disney’s lavish launch underpins a core fact: already the leading international entertainment brand in SA, Disney is in expansionary mood. The staff complement at its Johannesburg office has been doubled over the past 18 months as it steps up its marketing of products from an amazingly diverse portfolio.
Although its movie division is the foundation on which Disney was built, its activities encompass anything from live theatre productions, theme parks and resorts to cruise ships and magazine publishing. A recent acquisition – Marvel (of comic fame) – brought a new range of characters into its portfolio, with potential for movies, TV series, live shows, merchandise sales, apparel and just about everything Disney does.
The typical expression of Disney’s family values approach is programming that families can watch together, providing something for everyone. At different levels, Mum, Dad and their pre-teens can all get pleasure from The Lion King, which still holds the South African box office record for animated movies, 17 years after it was released, or Toy Story 3 and Alice in Wonderland. They each took close to R25m at the box office, which is big by South African standards.
However, some Disney properties look a trifle incongruous on a family values platform. For example, Desperate Housewives is a series about sex-starved suburban housewives but it’s a reminder that, above all, Disney is a successful business.
Disney has been in SA for 50 years and all its brands are active here. “With a few exceptions – such as theme parks and cruise ships – we run the gamut of what Disney does,” says Service. “And no, there are no plans for a theme park at the moment. SA is a well developed market that provides a launching pad into the rest of Africa, where we have a presence in 47 countries.”
Maciej Bral, vice-president of Disney’s East-Central Europe/Middle East/Africa region, describes the strategy as “a multiplex of channels. There’s a demand for more Disney shows. One channel wasn’t enough in SA. Africa is a big priority for us, because of the affinity for the brand – people know and love Disney – and our products work here. Disney is committed to distributing content in new ways and on new platforms. And more live entertainment. That’s very important, because consumers can interact first hand.
“Young people consume media differently, using two or three media at a time. Our marketing has to be interactive, engaging them with competitions and games and getting them to multitask across digi platforms. You can’t just tell them what XD is. They have to find it.”
Fortunately for Disney, its product is its most powerful advertisement.
Preparing to launch its second television channel in South Africa, Disney executives are assailed by no such doubts. Disney is as relevant as ever, asserts country manager Christine Service. “What children want is to see other kids like themselves dealing with real problems. They want stories that are relevant to them as they grow towards adulthood.” Less syrup, more realism.
The new Disney XD is a “boy-focused, girl-inclusive” channel for kids aged six to 14. Traditional Western movies are no longer the standard fare of pre-teen boys but action and adventure are still what the skateboard generation hankers for. The existing Disney Channel has broad appeal, but with a slight female bias.
Disney’s lavish launch underpins a core fact: already the leading international entertainment brand in SA, Disney is in expansionary mood. The staff complement at its Johannesburg office has been doubled over the past 18 months as it steps up its marketing of products from an amazingly diverse portfolio.
Although its movie division is the foundation on which Disney was built, its activities encompass anything from live theatre productions, theme parks and resorts to cruise ships and magazine publishing. A recent acquisition – Marvel (of comic fame) – brought a new range of characters into its portfolio, with potential for movies, TV series, live shows, merchandise sales, apparel and just about everything Disney does.
The typical expression of Disney’s family values approach is programming that families can watch together, providing something for everyone. At different levels, Mum, Dad and their pre-teens can all get pleasure from The Lion King, which still holds the South African box office record for animated movies, 17 years after it was released, or Toy Story 3 and Alice in Wonderland. They each took close to R25m at the box office, which is big by South African standards.
However, some Disney properties look a trifle incongruous on a family values platform. For example, Desperate Housewives is a series about sex-starved suburban housewives but it’s a reminder that, above all, Disney is a successful business.
Disney has been in SA for 50 years and all its brands are active here. “With a few exceptions – such as theme parks and cruise ships – we run the gamut of what Disney does,” says Service. “And no, there are no plans for a theme park at the moment. SA is a well developed market that provides a launching pad into the rest of Africa, where we have a presence in 47 countries.”
Maciej Bral, vice-president of Disney’s East-Central Europe/Middle East/Africa region, describes the strategy as “a multiplex of channels. There’s a demand for more Disney shows. One channel wasn’t enough in SA. Africa is a big priority for us, because of the affinity for the brand – people know and love Disney – and our products work here. Disney is committed to distributing content in new ways and on new platforms. And more live entertainment. That’s very important, because consumers can interact first hand.
“Young people consume media differently, using two or three media at a time. Our marketing has to be interactive, engaging them with competitions and games and getting them to multitask across digi platforms. You can’t just tell them what XD is. They have to find it.”
Fortunately for Disney, its product is its most powerful advertisement.
