The secret behind Disney’s domination in the movie industry in 2019
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Whether the two upcoming blockbuster Star Wars: The Rise of Skywalker or Frozen 2 would cause 'disappointment', not surpassing the 1.2 billion USD mark globally, or not, Disney has still dominated the list of the highest-grossing movies of all time.
There are 16 films including four parts of Avengers, four MCU films, three parts of Star Wars, two parts of Frozen, The Lion King, Beauty and the Beast and Incredibles 2. All were released between 2012 and 2019, and in the top 25 films with the highest box office.
It can be said that with the strategy of taking advantage of all the most valuable resources, Disney has captured the movie lovers. The company has built a series of superhero movies into a movie universe, something no one else has done before.
Other strategies include 'Milking' thoroughly the famous brands in the past, exploiting the psychology of 'going back to childhood' or racing for the box office performance, making use of every advantage they have in the age of the Internet along with a booming entertainment market. 2019 has marked the company's best year and reshaped the movie industry: Disney with the rest.
This year, the company released Captain Marvel with an advertisement for the most powerful heroine of the MCU, suggesting to the public that this is a trump card against Thanos. For the superhero team who suffered heavy losses, this is a much-anticipated addition.
What else can you do besides going to the cinema to learn about this character? Then there are two popular cultural icons, a new part of Star Wars and Endgame - the end of the Avengers before the new era.
In addition, with Toy Story 4, the story of toys has stopped, but Disney understands they are holding the childhood of millions, so why stop exploiting this direction? It added two other names that would revive the memories of adults who may have been married, The Lion King and Aladdin. Then Disney will close the year with two sequel films which are Maleficent: Mistress of Evil and Frozen 2.
The expected box office numbers will be predictable like Thanos once said: "I am…inevitable." All Disney movies are based on the hugely successful background of the past, bringing the audience to the theater again and again.
Once upon a time, Paramount used to dominate the movie screens with a range of hit films. In 2011, the company released Thor, Captain America, Transformers: Dark of the Moon, Paranormal Activity 3, Super 8, Rango, Kung Fu Panda 2 and Puss In Boots.
However, Disney's acquisition of Marvel Studios for $4 billion in 2009 has clearly changed the market landscape. While there are still contracts with Paramount and Universal, Marvel Studios' future will be decided by Disney.
Disney's dominance of the industry only took shape in 2015. Three blockbusters including Avengers: Age of Ultron, Star Wars: The Force Awakens, and Inside Out make people quickly forget failures like Tomorrowland and The Good Dinosaur - Pixar's first 'fall'. Similarly, in 2018, when Disney had three failed movies, but people quickly forgot because of Black Panther, and Avengers: Infinity Wars.
Back to the box office situation in 2015, the ruler was still Universal, with products like Jurassic World, Furious 7, Minions, and Fifty Shades of Gray. At this point, a trend was emerging, which was more dangerous when the audience started to feel 'lazy' going to theaters. They chose to stay at home and use VOD streaming services.
Despite a difficult time, Disney was the company that had an advantage over competitors. This trend coincided when Disney achieved a box office record of $7.6 billion in 2016. Audiences were flooded with superhero movies like Captain America: Civil War, Deadpool, Batman v Superman. Besides, there were some animated films such as Zootopia, The Secret Life of Pets, Sausage Party, and movies of horror genre such as The Conjuring 2, Don't Breathe, The Purge: Election Year.
Disney still had tremendous frustrations during the years such as The BFG, Alice Through the Looking Glass, Queen of Katwe and The Finest Hours. Because of the success of other movies, few people know that these films were produced by Disney.
It shows that Disney does not lack failures at the box office, but because of the huge shadow of childhood-based movies, the MCU world, the audience tens to think that Disney is dominating the movie industry.
But how did Disney get all the ticket sales? Based on numbers, ticket sales have remained steady over the past two decades, but there are two major transformations that give Disney many advantages.
Firstly, people are willing to pay for higher enjoyment. High-quality 3D and IMAX screens, larger screens, more premium food, etc. This makes high-priced tickets sell better than previous years and increasing ticket sales is much easier than 10 or 20 years ago.
Second, people consider going to the cinema like going to an event. They focus on the famous movie titles talked about in many media. If they don’t watch these movies, they fear that they will be missing out.
By: Winston Stewart