1. Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

2. Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

3. Learning Outcomes – You
will be able to:
o describe specific examples
of Disney’s use of synergy.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

4. Disney and Synergy
Read through the handout on
Disney and Synergy.
What examples of synergy are
used by Disney?
How is synergy benefiting
Disney?
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

5. Tron Legacy
•Tron soundtrack by Daft Punk
released on Hollywood Records.
•Tronorail at Walt Disney World
Florida.
•Disneyland Resort
Calfornia, ElecTRONica dance
parties, including sneak peak of
the film in 3D.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

6. Toy Story 3
• Digital 3D re-release of ‘Toy Story’ and ‘Toy Story2’ –
teaser trailers for ‘Toy Story 3’.
• Blu Ray/DVD combo release of the films included ‘The
Making of Toy Story 3’ featurette.
• Disney Interactive Studios released ‘Toy Story 3: The
Video Game’ prior to the release of the film.
• ABC’s ‘Dancing With the Stars’ featured a performance
from the film.
• Prior to the release the Disney Channel held a ‘Toy
Story’ day, showing the first two films and sneak peeks
of the third one.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

7. The Avengers
What different products linked to The Avengers brand have been produced by
Disney? How do they use synergy?
http://www.licensemag.com/license-global/avengers-tentpole-approach
http://qz.com/126681/marvels-next-mission-conquer-primetime-televisionand-save-disneys-abc-network/
http://uk.ign.com/articles/2013/05/24/the-avengers-assemble-again-ondisney-xd
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

8. The Avengers
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

9. The Avengers
Since the release of Marvel's Iron Man, The Incredible
Hulk, Captain America and Thor films, the original five-year
game plan, has focused on slowly building the Avengers
franchise character by character into a dominant year-round
boys' brand that also has the potential to expand beyond its core
audience.
What began with one movie and one character with a typical
theatrical-driven consumer product program, has now expanded
into a spectrum of content and merchandise that includes
television, publishing, digital and live events, as well as a multitiered retail presence worldwide.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

10. The Avengers
"We launched the Avengers franchise last year with a comprehensive approach
across multiple channels–from the big screen and TV, to mobile platforms and
retailers around the world," says Josh Silverman, executive vice president, global
licensing, DCP. Silverman is also a former Marvel executive. "The ubiquity of Marvel
content, both telling the story of all of the individual superhero franchises as well as
The Avengers, has allowed for greater direction and awareness.
"These Marvel properties are paramount to success, and now with The Avengers, we
have a franchise that is built to last day in and day out. It is a 365-day property with
extensive planograms and modulars. The individual event films will move in and out
of market during theatrical releases, while various animated content, digital shorts
and publishing are meant to sustain the momentum of the franchise when there
isn't a The Avengers film," Silverman continues.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

11. The Avengers
Other key aspects to the expansion of the Avengers brand, has been the synergy
between each of Disney's divisions, including Disney Stores, Marvel Publishing and
retail and creative services, as well as the consolidation of licensee partners.
On the licensing side of the business, the Marvel franchises represent $6 billion in
retail sales of licensed merchandise worldwide in 2011.
For television, two new animated series will debut this summer on the Disney XD
Marvel Universe block: "Marvel's Avengers Assemble" and "Hulk and the Agents of
S.M.A.S.H."
In addition, new comics, gaming and live events are also being developed and
released on a continuous basis, further enhancing the strategy to keep the Avengers
franchise awareness strong year-round.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

12. The Avengers
ABC shows Marvel’s Agents of S.H.I.E.L.D.
It’s ABC and Marvel’s first major attempt at synergy since ABC’s parent company,
Disney, bought Marvel Entertainment for $4 billion in 2009.
S.H.I.E.L.D. represents Marvel’s first step in a plan to dominate the primetime
landscape the same way it does the box office
Until now, Marvel’s TV impact has been focused on animated series: Disney XD’s
Ultimate Spider-Man, Avengers Assemble, Hulk and the Agents of S.M.A.S.H. and an
Avengers crossover on Disney’s popular Phineas and Ferb show called Mission
Marvel, which debuted last month and was that night’s top-rated cable show.+
Just as Iron Man lead to Thor, Captain America and ultimately The Avengers, Marvel
hopes that S.H.I.E.L.D. will usher in a wave of Marvel-related series on ABC. Next up:
the studio is developing Agent Carter, based on a character in Captain America.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

13. The Avengers
"Comic characters have had a cult following in recent seasons, with consumers
scouring both retailers and vintage shops for product. Cult classics such as Iron Man,
Spider-Man and the like are blockbuster hits to the adult audience that grew up with
them.
Another part of the strategy to target a slightly older audience and demographic (is
the recent launch of co-branding partnerships with Vans and skateboarder Steve
Caballero, Under Armour and Burton Snowboards–each targeting the action sports
audience.
"These partnerships have made The Avengers cooler, hipper and more
contemporary, and put us in distribution channels that we haven't been in before
with the brand,"
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

14. Learning Outcomes – You
will be able to:
o describe specific examples
of Disney’s use of synergy.
Choose one example of Disney’s use of
synergy, and explain how it has been used.
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.

15. Revision Resources
mediastudiesnwcc.blogspot.com
@nealewademedia
AS Media Institutions
AS TV Drama
Disney and Synergy
Lesson Objectives: To be able to identify specific examples of how Disney uses
synergy.