Disney has been capitalizing on this emotional desire by bringing audiences films that connect us to our past while providing a modern spin for novelty and entertainment value. Nostalgia marketing appeals to our wish to return to an easier, simpler time with less responsibilities and more acceptance. These products produce gratifying emotional experiences that drive customer loyalty, positive perceptions of the brand, and lots of purchases. So, what do products that evoke emotion and nostalgia (such as a remake of a beloved childhood classic) actually accomplish? This is what’s known as nostalgia marketing, and believe me, it works. Lately, it seems like selling the feeling of nostalgia is the path to success. Let me ask you something: What do you think the secret to Disney’s success is? You probably already know that successful marketing involves selling a feeling. Revenue also streams in from cross-promotion with other brands and through related Disney products such as toys, food, and clothing with trademarked images of popular Disney characters. It isn’t just the box office where Disney scores, though.
If you include Disney’s other productions, such as their film adaptations of childhood comics, then Disney has actually amassed over $7 billion at the box office this year alone.
In less than a decade, Disney has amassed more than $7 billion in revenue from its remakes of classic Disney movies.
CHILDHOOD NOSTALGIA DISNEY MOVIE
Remember what I said earlier, about how rare it is for any movie to cross that $1 billion mark? It really makes you wonder what Disney’s secret formula is. 2010’s Alice in Wonderland, 2016’s The Jungle Book and 2017’s Beauty and the Beast each earned over $1 billion. Disney has been thriving on this business strategy of nostalgia marketing for several years now. The impressive sales from Disney movie remakes this year is not a fluke. Other Disney films that have grossed $1 billion at the box office this year include Avengers: Endgame, Captain Marvel and Disney’s live action remake of Aladdin. That’s right: The Lion King is Disney’s fourth billion-dollar film this year. In general, very few films will ever earn $1 billion at the box office, and yet Disney has already done it four times in 2019 alone. Most recently, July’s The Lion King (a remake of the 1994 classic film) has already grossed a whopping $1 billion in less than 3 weeks.ĭid you know that Disney actually broke a world record this year, with their colossal box office sales? Before we get to that, Let’s talk in general terms for a minute. May’s remake of Aladdin has grossed over $1 billion, and even features A-list actor Will Smith as the genie. Dumbo grossed over $350 million since its March 2019 release. Is there any feeling more heart-warming than that of settling down to watch one of your favourite Disney movies from childhood? There are two things that might feel even better: Watching a clever and entertaining remake of your favorite childhood classic, and making billions of dollars.ĭisney is doing it right, having made over $2 billion off remakes in the first seven months of 2019 alone, with the three live-action remakes of Disney classics released this year.
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