For this assignment I decided to look at Disney and their brand. I choose Disney because I like and also dislike Disney. I think looking more into their brand and how other people view them and why will help me also find a better understanding of where Disney stands in my heart. Specifically on the topic of their movies. Currently Disney has been working on a new movie that has been leaving many people torn, me included. Disney’s newest movie “Wish” is what this post will be mainly centered around.
“Wish”, from what is promoted, is a movie about Asha, a 17-year-old girl who sees the evil in the Kingdom of Rosas’s Ruler and pleads to the stars to grant her wish. With the help of her new star company she goes against the King to save her community. Many people have left a variety of comments on the official trailer announcement released on Disney’s Instagram. Here are some comments I found:
@user.858536 on Instagram comments “i better see y'all supporting this movie cuz all y'all talk abt how disney only does remakes and then when they come out with an original idea yall dont even care”.
@fantesjame33 on Instagram types “Yes thank you! I prefer watching a new Disney movie with a new princess than watching those horrible remakes”.
@jonahfrank4 on Instagram states “I’m sorry but this animation is really bad. Cel-shading isn’t enough, you need to design characters with that style in mind. This looks like their previous movies but with a cheap filter added on. You guys are supposed to be professionals at animation but significantly smaller studios are outdoing you.
(Disney’s Official Poster for Wish)
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Based on these comments, the mass majority are rather excited to see a new Disney original. Looking to have more people support this movie because it isn’t a remake. Prior to this movie's releases Disney had been mainly focusing on remaking live action versions of their older movies. However many of these movies flopped and received harsh feedback from their community. Now that they’re coming up with an original, more people are excited and looking forward to watching it when it releases in November. Although, on the other hand many people feel like the art style is very choppy and incomplete. I agree with this on some level. It doesn’t feel very Disney-like, as they’re trying to get ahead of the other studios but exploring a new style. This style is called Cel-shading or Toon-shading. This style in animation gives 3D characters a more 2D look, and while this style can be very beautiful and can captivate many people. Disney isn’t approaching it from the right angel. While there are still many people that enjoy the style, others who better understand animation and the style are finding many problems with it. That it looks unpolished and is subpar quality, and that smaller studios are actually producing this style of animation better than they are.
When it comes to “Wish” I’m certain Disney is marketing on the fact that they have only been making remakes, and are now trying to draw back in viewers. Producing an original movie after all of the live actions will and are cultivating more people. On top of that the new style they’re trying will bring in a new audience as well. However they also run the risk of the movie quality being bad and losing people because of their trial run with this style. Both of their posts about “Wish” on their Instagram page and received lots of feedback. The official trailer has received over 338 thousand likes and over 1,300 comments. While the official movie poster has received around 318 thousand likes and about 1,000 comments. Comparing this to their last movie, “The Little Mermaid” live remake, the official poster only received around 214 thousand likes and 2,128 comments. While this might not seem that vast it’s still significantly better by about 124 thousand likes, and while “The Little Mermaid” received more comments, those were from fans fighting one another and harshly criticizing Disney and the movie. Compared to this, “Wish” has been receiving better praise and bringing in more people and providing a more positive comment section. Thus, Disney is succeeding, so far, in bringing back in their viewers.
Disney has not yet responded about the animation to its fans, and will most likely not. I don’t think Disney has to or needs to explain why they’re trying a new style. However, I believe this style is what will really make or break this movie for many fans. If they’re not to respond they should at least take the criticism and make sure to patch up anything that’s choppy or that may look unfinished. If I was their brand manager I would make a public announcement that their concerns and critiques have been heard. As well as reassure them that the movie isn’t finished and that it’s still undergoing changes and fixes. This would help fans remember that the movie isn't out yet and that the movie is still in progress. Which should help assure them that the final product should look even better than the trailer was. As the final movie turned out to be the best looking thing, while the trailers and posters are important, if the movie sucks no one will want any of it.
From this assignment I’ve learned that Disney is trying new things to get ahead, however new doesn’t always mean that it’s good and people will be split about it. I learned that it’s important to take everything into consideration when learning a new animation style. And that the way movies are done, style/remaking, can heavily impact the viewership. And that I’m still torn on Disney movies, personally I’ve found that there has been a drop in their production. Primarily in story and characters. I, just as many others, depend on this movie actually being good enough to keep us interested in what Disney has to offer next.
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