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Effectiveness of “Toy Story 3” Launch Essay


The animated film Toy Story 3 can be viewed as an example of both critical and commercial success. This popularity can be attributed to various factors such as interesting script, excellent voice cast, the use of the most advanced technologies, and proper marketing strategies (McLean 2011, p. 68).

This essay will discuss the launch of Toy Story 3 in more detail. In particular, it is necessary to focus on critical response, sales promotion, and the premier. In this way, one can better understand the reasons why this film achieved success.

It should be noted that the prequels of Toy Story 3 enjoyed enormous popularity among people of various ages and educational backgrounds. Thus, it was difficult for Pixar to reach the standard that they set before (Corliss 2010, p. 103). However, this animated film did meet the expectations of critics. The majority of them agreed that Toy Story 3 was emotionally engaging and unpredictable. Thus, one can argue that this animated film was successful from a critical point of view.

Secondly, Toy Story 3 was released exclusively in digital format that has become very appealing to viewers throughout the world. It was released in Disney Digital 3-D; it is a brand which emphasizes the idea that the film can be watched only in three-dimensional form (Toumarkine 2007, p. 28). In this way, Pixar and Disney were able to spark people’s interest to this film. Thus, this decision was quite justified, even though they had to spend more time on production.

Toy Story was released in the United States on June 18 in 2010 (Desjardins 2010, p. 56). Overall, Toy Story 3 was released at the time when it was most anticipated by viewers and critics (Desjardins 2010, p. 56). Moreover, at that time, there were no significant premieres, and the release Toy Story 3 was at the center of public attention. Therefore, the film was well-differentiated among others.

Additionally, sales promotion was also very effective. Prior to the release of the film, Pixar and Disney released several teaser trailers that made people more willing to see Toy Story 3 in cinemas (Cohen 2009, p. 5). Additionally, this film could be purchased in different formats such as DVD or Blu-ray (Connolly 2010, p. 76). This movie could also be downloaded from iTunes.

Additionally, the marketing success of Toy Story 3 can be partly explained by its nomination for 5 Academy Awards. So, these examples indicate that Pixar and Disney took different sales promotion actions. They increased people’s awareness about the release and made sure that it could be purchased through different channels. Overall, these strategies achieved their goal and brought substantial revenues to Pixar and Disney.

This assessment shows that the launch of Toy Story 3 was very effective. It fully justified the investment that Pixar and Disney had to make. There are several things that one can single out.

First, the companies involved in the production of the film relied on the success of the previous films and stressed the idea that the last part of the series would come up to the expectations of viewers.

Secondly, they made sure that Toy Story 3 would not be rivaled by other films. They managed to differentiate this movie among others. The combination of these strategies eventually contributed to the overall success.

References

Cohen, D 2009, ‘Disney ‘Story’ time at NAB’, Daily Variety,15 April, p. 5.

Connolly, M 2010, ‘Toy Story 3’, Film Comment, vol. 46 no. 6, p. 76.

Corliss, R 2010, ‘End of Innocence’, Time, 10 July, pp. 103-105.

Desjardins, D 2010, ‘The Greatest TOY STORY Ever Told?’, License! Global, vol. 13 no. 1, p. 56.

McLean, T 2011, ‘Making of Toy Story 3’, Hollywood Reporter, 18 June, pp. 68-71.

Toumarkine, D 2007. ‘Digital 3D Projection’, Film Journal International, vol. 110 no. 11, pp. 28 -31.

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IvyPanda. (2019, April 5). Effectiveness of “Toy Story 3” Launch. Retrieved from https://ivypanda.com/essays/effectiveness-of-toy-story-3-launch/

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IvyPanda. "Effectiveness of “Toy Story 3” Launch." April 5, 2019. https://ivypanda.com/essays/effectiveness-of-toy-story-3-launch/.

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IvyPanda. 2019. "Effectiveness of “Toy Story 3” Launch." April 5, 2019. https://ivypanda.com/essays/effectiveness-of-toy-story-3-launch/.

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IvyPanda. (2019) 'Effectiveness of “Toy Story 3” Launch'. 5 April.

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