Similarly, another huge milestone would be the acquistion of Capital Cities/ABC, which put television stations, radio stations, newspapers, and claim to cable networks. These media outlets created a synergy in the company in which they could grow, expand, and promote upon each other. For a more extensive look at major events in the company's history, this timeline, which shows major corporate events with theatrical movie releases as well as other premieres.
It does surprise me that for as much success as the Disney company has enjoyed, they have also been faced with much criticism, even from their own employees. The Disney Blog posted this announcement after Roy E. Disney decided to drop their lengthy campaign against the Disney board.
In my opinion, the key to Disney's success is their ability to mix forward thinking with the nostalgia of childhood. This may seem contradictory, but Disney relates to its fans and consumers through the "magic" of Disney- the simplicity and innocence of animated cartoons and wholesome family messages- while doing so with new media and modern business strategies. They have managed to make to Disney brand marketable and a consumable product. Fans can purchase not only the movies, but merchandise and apparel to go along with the movies. They can visit the actual world of Disney, and listen to all of their favorite songs. But the one thing other companies could really learn from Disney is successful use of synergy- Disney uses its radio and newspapers to promote television, television shows to promote movies, movie songs get played on the radio...it's just and endless circle of self-promotion.
Because of their strong hold in several media outlets and their dominating presence in American (and even international) culture, I don't see Disney going anywhere anytime soon. In fact, I expect them to grown even further and continue to make advancements in animation and technology. I also believe they will do more community initiative programs such as their Friends for Change campaign, reaching out to communities and using their influence to affect change for the environment.One drawback of having so many outlets, however, is that Disney must constantly monitor, protect, and re-envision its image. They have taken on a lot of social responsibility, and their fans have high expectations of anyone and anything affiliated with the Disney brand. So one major challenge they face is making sure that everything tied to the name Disney meets with those expectations (I'm thinking specifically of Disney Channel stars and entertainers such as Miley Cyrus) or risk compromising their reputation and image. But is this pressure to maintain a wholesome image deserved? Is it Disney's responsibility to provide role models for our youth, and how much power should we give them to determine what an appropriate role model should be?
References
- http://en.wikipedia.org/wiki/Timeline_of_The_Walt_Disney_Company
- http://www.jimhillmedia.com/mb/images/upload/Alice-Comedies-Poster-web.jpg
- http://corporate.disney.go.com/corporate/overview.html
- http://thedisneyblog.com/2005/07/08/roy_disney_ends/
- http://disney.go.com/projectgreen/?cmp=dcom_BAC_FFC_van_projectgreen_Extl
- http://www.wdwpublicaffairs.com/Resources/images/F4C_finalLOGO_4_17_09_cropped_78119_500w.jpg
