Disney is out to show how they go “beyond” storytelling.
Anna and Elsa’s Frozen Journey
Disney has built an empire that has lasted over a century by combining their storytelling acumen with everything from licensed merchandise to theme parks, to “make dreams a reality for people around the world each day, building enduring franchises that stand the test of time.” Disney executives have used the phrase “beyond storytelling” to describe what the company plans to do next, but what does that really MEAN?
Late last year, Disney announced that they planned to “accelerate and expand investment in its Experiences segment” to roughly $60 billion to build new attractions, cruise ships, and theme park lands. Josh D’Amaro, Chairman of Disney Experiences, said at the time that the company was planning to make “investment decisions that look decades ahead, with a view to create long-lasting appeal to generations of families. Just like our stories and characters, our new lands, ships, hotels and attractions will stand the test of time, generating excitement among our Guests and fans for years to come.”
Now, on the eve of the Las Vegas Licensing Expo, Disney has released a sizzle reel of footage that puts their “beyond storytelling” approach on full display.
NEW: Disney shared a new sizzle reel highlighting how the company goes "beyond storytelling" – and how the "connective storytelling approach is on full display at Disney’s theme parks and on-board Disney Cruise Line." pic.twitter.com/nSds4qQesI
— Scott Gustin (@ScottGustin) May 20, 2024
The short clip focuses on record-breaking films like the Avatar franchise (the first and third highest-grossing films respectively, Frozen II (the highest-grossing animated film of all time), as well as the streaming success of The Mandalorian (the most streamed U.S. series of 2023), then transitions into examples of each of those properties being used in Disney Parks and on the Disney Cruise Line, as well as their fandoms on social media.
In a further breakdown on their corporate website, Disney used several examples of their franchises that have gone “beyond storytelling.” These include the following:
Frozen, which Disney hails as having earned $2.7 billion at the global box office, has a massively popular product line and “Disney experiences around the globe,” including Frozen-themed lands at Hong Kong Disneyland, Tokyo DisneySea, and soon Disneyland Paris. According to Disney, these experiences are “filled with enchanting landscapes, family-friendly attractions, and unforgettable characters from Arendelle.”
Disney
Toy Story, which has brought in $3.2 billion at the box office, also features lands at Walt Disney World Resort, Shanghai Disney Resort, Hong Kong Disneyland and Disneyland Paris. There are also Toy Story Resort Hotels at Shanghai Disney Resort and Tokyo Disney Resort, as well as Pixar Place Hotel at Disneyland Resort in Anaheim, California.
Disney
The Avengers, the crown-jewel franchise of the Marvel Cinematic Universe, has brought in $7.7 billion globally, are also featured in Avengers Campus lands at both the Disneyland and Disneyland Paris resorts as well as on Disney Cruise Line, which offers a “variety of Super Hero-themed adventures, such as the Worlds of Marvel dinner experience and Marvel Super Hero Academy on-board the Disney Wish.”
Marvel Studios/Disney
Star Wars, one of the most successful film franchises of all time, has raked in over $10 billion at the box office. It’s also one of Disney’s cornerstone theme park properties. In addition to the still operating Star Tours family of rides, Star Wars is the main focus of Galaxy’s Edge lands in Orlando, Anaheim, and soon Paris. Star Wars is also represented on the Disney Wish by the Hyperspace Lounge, where passengers can “glimpse interstellar views of Coruscant, Tatooine and Batuu with signature Star Wars-inspired beverages.”
Disney
Furthermore, Disney is also teaming with Epic Games in a partnership that will “give way to a brand-new games and entertainment universe, bolstering the reach of Disney’s time-tested stories to gamers worldwide.” Disney stated that “this new universe will not only give users the chance to play and interact with Disney content but will offer them the opportunity to create their own wholly unique Disney-themed gaming experiences, too.”
Disney/Epic Games
Disney’s “beyond storytelling” strategy apparently means that they’ll focus on taking successful stories and movies into the theme parks and on the cruise ships so that people who love those stories can experience them in other ways (not just on a screen).
As Disney’s “beyond storytelling” concept continues to grow, the company is sure to continue further taking their intellectual properties and examine them outward through licensing, theme parks, and cruise line appearances. Stay tuned to DFB for further Disney business updates.
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