Motion Picture Industry Case Analysis: Disney’s Success & Trends

The film industry, often known as the motion picture industry, is concerned with the production and distribution of films as a commodity. A film is a work of audiovisual art that employs visual content to imitate experiences and express ideas, tales, views, and emotions, among others. Film production firms, distribution firms, cinematography, scripting, film studios, pre-production, film festivals, post-production, animation, and actors are some of the technological and financial components that make up the film business (IBISWorld, 2022). This paper will emphasize the film production and distribution sector. The sector comprises film companies, which create and market motion pictures, video content, television shows, or commercials. In the United States, major studios include Sony Pictures, Warner Bros, Walt Disney Studios, Universal Pictures, Paramount Pictures, and Columbia Pictures, as well as streaming platforms such as Amazon and Netflix. The products in the industry include drama, adventure, comedy, action, thriller, and horror films among others.

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Current Trends in the Sector

In research by IBISWorld (2022), as of 2021, there were 1.3 billion internet video service subscribers worldwide, a gain of 14% over the previous year. Due to a $17.9 billion, or 26% growth in 2021, online video subscription overtook satellite TV as the second-largest subscription revenue industry. The box office market in the US and Canada reached $4.5 billion in 2021, a 105% increase from 2020. Additionally, the market for mobile or home entertainment climbed to $32.3 billion in 2021, an increase of 7% from 2020. In 2021, there were 353.2 million internet video subscriptions, a 14% rise from the previous year.

IBISWorld (2022) research also implies that in comparison to the COVID-19 epidemic era, 42% of American respondents said that their paid Viewership rose, whereas more than 50% revealed a growth in their online subscription service streaming of movies, shows, or series. More than 85% of kids and more than 55% of adults used mobile devices to view movies, programs, or series. The 18-24- and 25-39-year age groups, as well as the Hispanic/Latino and African-American/Black ethnicity categories, accounted for the majority of daily viewers of episodes, series, and movies on mobile devices. The growth may be attributed to various successful inventions and the development of technology, which have mainly been the driving forces behind the film business. The newest advancements in the movie industry include the use of visual effects (VFX), Ultra HD 3D technologies, virtual reality (VR), and autonomous drones.

Case Analysis Report

The success of Walt Disney Studios in the film business will serve as the basis for the case study. The Studios Content division of the Walt Disney Company includes the Walt Disney Studios, one of the major American film studios (Becker, 2017). The business sells and markets the media created by its studios for both live theatre and its streaming services. Disney set a new record for the industry in 2019 with a $13.2 billion global box office haul (IBISWorld, 2022). Five of the top ten international-grossing films of all time, as well as the two most successful film franchises ever, were produced by Disney.

The main goal of Disney movies is to delight the entire family. As a result, the shows and films appeal to individuals across all generations, racial groups, and cultural backgrounds (Erfan, 2022). Everyone may relate to the story and characters because of the way they were constructed. As a crucial component of storytelling, music also has a significant impact on Disney movies (Erfan, 2022). Consequently, Disney movies and television shows are getting more and more well-known all over the world. The company’s success is also a result of mergers and acquisitions of prominent players like Marvel and Pixar. The merger of Walt Disney and Pixar was among the most prosperous business unions in recent memory. Due to Pixar’s cutting-edge technology and creative approaches to the animation business, the deal was beneficial.

Disney is a genius at business synergy as well, according to Becker (2017). The movies enchant viewers with characters, which they then commercialize through live performances, music albums, copyrighted merchandise, and amusement park attractions. As a result, they have been able to create multi-billion-dollar brands that continue to be well-liked decades after the premiere of their respective films. Lastly, Disney makes significant investments in repackaging and reworking its material to maintain its relevance for shifting consumer preferences and market trends. This includes rereleasing the same movie through a variety of platforms and remakes of complete movies like The Lion King as well as characters like Donald Duck. A character like Mickey Mouse is still well-liked nearly a century after its initial appearance because of Disney’s family-friendly appeal and cohesive framework.

Trade Organizations in the Sector

• Motion Picture Association (MPA) functions on a global scale to improve the creative industry, safeguard the creative and artistic liberties of scriptwriters, secure the content created by its members across all screens, and support cutting-edge distribution strategies that provide viewers more viewing options.
• The Alliance of Motion Picture and Television Producers (AMPTP) negotiates with various unions on behalf of its American film and television production company members.
• Directors Guild of America (DGA) represents both directors and other members of the directorial team who work in film, television, new media, commercials, documentaries, news, and sports in the United States and across the globe.
• Producers Guild of America (PGA) represents the interests of film, television, and new media producers. PGA also provides multiple benefits for members such as health insurance and pensions, as well as mentor opportunities and the advocacy of proper working conditions.

Keywords: Motion Picture, Film, Trends.

References

Becker, C. (2017). The Magic Behind the Magic. Honors Theses, 25. https://doi.org/10.33015/dominican.edu/2017.honors.st.23

Erfan, A. (2022, November 18). Disney music, the reason for movie’s success. News Karnataka. Retrieved January 29, 2023, from https://newskarnataka.com/special/features/disney-music-the-reason-for-movies-success/18112022

IBISWorld. (2022). Movie & Video Production Industry in the US – Market Research Report. Retrieved January 29, 2023, from https://www.ibisworld.com/united-states/market-research-reports/movie-video-production-industry/