Ownership P1 (a)

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media.

These are statements made on The Walt Disney Studios Licensing Website

What rights are included in the license?

"When you license a film clip, still image, sound bite, screenplay excerpt, thematic element, or poster, our license will cover use of the licensed content for the media, term, and territory to which both parties have agreed, for a negotiated fee. 

Notwithstanding the foregoing, the license will require the licensee to indemnify Disney, its agents , employees, representatives, affiliates, parent and subsidiary corporations, and to hold Disney harmless from any and all loss, cost, damage, liability and expense, including attorneys’ fees arising out of any claim whatsoever, in connection with the licensee’s use of the licensed content. The licensee will be responsible for obtaining all waivers, permissions or approvals from the WGA, DGA, SAG, AFTRA, and the American Federation of Musicians and will pay all re-use fees required by applicable collective bargaining agreements or individual agreements or as otherwise required by law. 

The licensee will also assume responsibility for all laboratory or other actual costs which may arise in connection with providing the licensed content."

Do you have a comprehensive list of the assets that are available for licensing?

"Unfortunately, we do not have a comprehensive list of our productions that we can provide to the general public."

Operating model P1 (b)

At Disney the  goal is to achieve exceptional performance by embedding citizenship into all of their daily decisions and actions, guided by three core principles:

- Act and create in an ethical manner and consider the consequences of their decisions on people and the planet

- Champion the happiness and well-being of kids, parents and families in their endeavors

- Inspire kids and families to make a lasting, positive change in the world.


Disney has a unique opportunity to inspire kids, parents, employees and communities to make a lasting, positive change in the world. They look for ways to:

- Provide happiness, hope and laughter to those who need it most

- Harness the power of creativity and imagination to improve the lives of kids and the communities they live in

- Connect kids to nature to develop lifelong conservation values.

Disney announced a set of ambitious, long-term goals in 2009 to reduce their environmental impact and inspire their employees. Business associates and consumers to take action for the environment. These goals guide our approach to minimize their environmental footprint and to have a positive impact on ecosystems.

Walt Disney Co. has been charming children's hearts for decades, with its world-famous characters. Although today's youngest generation still enjoy the classics, tastes have changed. Yet this company has been highly successful in adapting its movies and entertainment strategy to modern day standards. Today, the firm has established itself as a globally recognised brand, with a diversified income strategy and a wide economic moat.

One of Walt Disney's Co.'s Key strengths is its devise portfolio of renowned brands, the like or which include ESPN, ABC, Walt Disney, Marvel Entertainment, Touchstone Pictures and Lucasfilms.

On Walt Disney's Company website is shows all the operation models. I clicked on Studio Entertainment which took me to all the links for each individual company involved with Disney.

I clicked on Walt Disney Studios Motion Pictures and it gave me the information that I needed to understand their position in the company. It showed me the example of Pirates of the Caribbean and how the movie started out and how it was produced in to a four part movies series. 

In the photo above is the buisness motives for Disney's operating model. Today the Walt Disney Company is the biggest entertainment company in the world with a net income of 7,586 billion USD and more than 150’000 employees.

Disney’s objective is to be “one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.”

Disney currently has approximately 1.8 billion shares outstanding and is worth approximately $90 billion. With annual revenue of $41 billion in 2011, the company balances rewarding shareholders through dividends, share buybacks and investing in current operations. According to Jay Rasulo Disney’s CFO, about 67% of the cash generated is reinvested in current operations.15

Disney places a unique emphasis on the selection of the right people with talent to operate within each of the buisness segments. Much of the culture that Disney had today has been inspired by the legacy that Walt Disney left behind. Several books have been written about the culture which gives details related to the creativity of taking dreams and concepts and transforming them into family entertainment. Even through large investments preserving the Disney culture has been a priority for Disney.

Products P1 (c)

The Walt Disney sells a variety of children's clothing, toys, home and decor, collectibles, disney parks product and entertainment. Clothing and toys are for both boy and girls ranging between the ages of 4-15. The home and decor include products like, mugs, bedding covers, water bottles, stationary, posters etc. Collectibles include, models of the disney characters, portraits, bobble head characters etc. Entertainments ranges or films to board games and online games. 

Disney Publishing Worldwide is the world's largest publisher of children's books and magazines with over 700 million products sold each year. They consist of a substantial worldwide licensing structure as well as vertically integrated publishing imprints, including Disney Book Group in the U.S. and Disney Library in Italy.  


The Disney Store retail chain, which debuted in 1987, is owned and operated by Disney in North America, Europe, and Japan. Disney Store is the retail merchandising arm of Disney Consumer Products, the business segment of The Walt Disney Company and its affiliates that extends the Disney brand to merchandise. Disney Store carries high-quality products, including exclusive product lines that support and promote Disney's key entertainment initiatives and characters, such as Disney, Disney-Pixar, Lucasfilm and Marvel. Disney Store opened its first store in Glendale, California and, in doing so, originated the themed retail business model. There are currently more than 200 Disney Store locations in North America. More than 40 Disney Store locations in Japan, and more than 100 Disney Store locations in Belgium, Denmark, France, Ireland, Italy, Portugal, Spain and the United Kingdom, plus online stores. "Each Disney Store location offers a magical shopping experience that can only be delivered by Disney, one of the world's largest and most successful entertainment companies."

Market position P1 (d)

Comparing the results to its competitors, Walt Disney reported Total Revenue increase in the 1 quarter 2015 by 6.97 % year on year, while most of its competitors have experienced contraction in revenues by -0.53 %, recorded in the same quarter. 

The Company’s Media Networks businesses compete for viewers primarily with other television and cable networks, independent television stations and other media, such as DVD and Blu-ray formats, video games and the internet. With respect to the sale of advertising time, their broadcasting operations, certain of their cable networks and their television and radio stations compete with other television networks and radio stations, independent television stations, MVPDs and other advertising media such as newspapers, magazines, billboards and the internet. Their television and radio stations primarily compete for audiences in individual market areas. A television or radio station in one market generally does not compete directly with stations in other markets.

Competitors P1 (e)

The growth in the number of networks distributed by MVPDs has resulted in increased competitive pressures for advertising revenues for their broadcasting and cable networks. The Company’s cable networks also face competition from other cable networks for carriage by MVPDs. The Company’s contractual agreements with MVPDs are renewed or renegotiated from time to time in the ordinary course of business. Combinations of financial accounts  and other market conditions in the cable and satellite distribution industry and other factors may prevent success of developments on the Company’s ability to obtain and maintain contractual terms for the distribution of its many cable programming services that are favorable as those currently in place.

The Company’s Media Networks businesses also compete for the property of sports and other programming. The market for programming is very competitive, particularly for sports programming. The Company currently has sports rights agreements with the NFL, college football and basketball conferences, NBA, NASCAR, MLB, World Cup and various football leagues, and golf and tennis associations.

The Company’s internet websites and digital products compete with other websites and entertainment products in their respective categories.

Analysis of a Media Product P2 (a-g)

Pocahontas 

Meaning

Pocahontas is a 1995 American animated musical romance-drama film produced by Walt Disney Feature Animations. Pocahontas, the beautiful daughter of Chief Powhatan, saves English adventurer John Smith from execution when British relations with the "savages" in the New World turned sour. Pocahontas even starts a romance with Smith, and the two almost sail away to Britain together at the end of the film.

Purpose

The purpose of this movie is to show that no matter what ends of the earth that you come from we are all the same. No matter what we look like or what are religions are, we are the same and we should be free to love who ever we want, and not to rely on arranged marriage. It also shows that not everybody will have a happy ending and example of this is, John Smith is shot and has to return to Britain and leave Pocahontas otherwise his wound gets worse and he dies. Both John Smith and Pocahontas are separated at the end which is what they were fighting to help prevent.  

Form

The film uses variations of shots, the most common shot used is the medium close up. This shot helps capture the intimacy between the characters and show all the details in their appearances. 

The lighting in the movie is represented as a normal day. It shows all the breaks of dawn and the brightness of the sun and moon and the darkness of the night sky. The lighting is all animated. 

Content

The film used complexity of colour schemes, shapes, and expressions in the animation. A lot of the effects used keep to the colour schemes of the film. Most of the common colours are blues, purples, yellows, browns and reds. Each colour symbolises something in the film. The blues and purples symbolise the sky and the river. The yellows, browns and reds symbolise the sunsets and the symbols of the indians language. 

The film is based on a true story and was set when John Smith arrived with the Virginia Company in 1607.

Genre

There are a variation of genres of this movie.They are:

- Costume Drama           - Adventure Film

- Romance Film             - Drama

- Animation                  - Music

- History                       - Music Drama

- Musical 

- Family 

Intended Audience

The intended audience for this film would be for families. For children from ages 6-17, and adults from ages 18-60. It is a PG rated film, so any children under the age of 6 should be accompanied by an adult, as there is a small amount of violence towards the end of the movie and some at the beginning. 

Form 

There are use of shots such as an Extreme close-up.

Medium close-up

Big close-up

Wide shot
Following shot

Long shot
High angle









Below are some examples of the concept art work for the movie. They were drawn in black and white then further developed in colour later on when Disney were certain this is the way they wanted to portray the characters. 

The pictures have mainly got the lead male John Smith. The first drawing shows John just conquering a knew island, with his rifle in his left hand. The second drawing shows him getting onboard the ship and waving to the towns folk in London. He is carrying his belongings in a sack over his left shoulder. The last drawing shows John rescuing one of his ship mates Thomas who had gone overboard and couldn't swim. He is carrying Thomas which his left arm clenched under Thomas's left arm across his chest.

Form and Content

Production Processes 

Development 

The first stage in which the ideas for the film are created, rights to books/plays are bought etc.and the screenplay is written.

Pre-production

Preparations are made for the shoot, in which cast and film crew are hired, locations are selected, and sets are built.

Production

The raw elements for the film are recorded during the film shoot.

Post-production

The images, sound, and visual effects of the recorded film are edited.

Distribution 

The finished film is distributed and screened in cinemas and/or released to home video.

Casting

Throughout most of the production, the cast members performed their dialogue in separate recording sessions. 

In September 1992,Disney began casting actors for Pocahontas telling talent agents that its particually interested in Native American actors for the project. For the role of Pocahontas Broadway actress-singer Judy Kuhn was hired to provide the singing voice for the official character before Irene Bedard was cast. Michelle St. John had also auditioned for the role of Pocahontas but as Bedard had already been cast, the producers liked her voice enough to cast her in the role of Nakoma.  

Design and Animation

Renowned for animating female characters such as Ariel (from little mermaid), supervising animator Glen Keane was immediately tapped to draw the official Indian princess. Glen Keane looked at a 1620's illustration of Pocahontas from a history book he had checked out. Though Keane would state that she was "not exactly a candidate for people's "Most Beautiful", so I made a few adjustments to add an Asian feeling to her face". A total of 55 animators worked on the design of Pocahontas' character. 

Demographics of the target audience P3 (a-d)

The gender for Walt Disney movies is meant for both male and female. Each production produced is both entertaining and interesting for both genders. There are certain genres of movies that will interest everyone. Walt Disney also varies in different media networks, parks and resorts, studio entertainment, consumer products and interactive media. 

Disney’s primary target market of 4-12-year-old boys and girls, is widely diverse, including the younger half that are still children and the older half that are on the peak of their teenage years.

Disney’s secondary target market consists of men and women between 35-55-years-old. This segment is considered secondary because they have already experienced the traditional Disney atmosphere. Disney strives to cater to small children who have not experienced the initial thrill of Disney like the primary market has. Disney must advertise and appeal to this segment because they are the money markers and make the Disney experience available to their children. 

Distribution channels P4 (a)

Distribution channels help to get your products most effectively to your customers. The better the distribution channels, the quicker those customers can receive, and buy, your products. Any inefficiencies the the channels can result in lost sales.

Disney has the most extensive distribution channel in the entertainment industry. Additionally, their dominance over children entertainment provides partial economies of scale versus their rivals. Disney also has a diverse network of channels to distribute their entertainment. They own ABS, ESPN and E!. They also have movie studios and retail stores. This will have a short-term positive impact on this entity, which adds to its value. This will lead to an increase in profits for this entity. "Distribution Channels For Disney" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.

Advertising P4 (b)

Disneymedia+ are passionate about creating promotional and advertising solutions for like-minded brands. They help our clients connect with consumers and hit their business objectives in creative ways through activity that leverages the length and breadth of Disney’s assets from Disney to Pixar, ABC, ESPN and Marvel.

Disney is almost certainly the world's most widely known and best-trusted entertainment brand. After years of ailing performance following the death of its founder, it found a whole new lease of life in the 1980s by reinventing the concept of the animated family movie. The huge popular success of The Little Mermaid, The Lion King and others encouraged the group to spread its wings into other areas; a key development was the takeover of Capital Cities/ABC to create one of the world's biggest media conglomerates. But by the end of the 1990s a good deal of the shine had come off the company's prestige as the house of mouse was rocked by a series of challenges ranging from management rows to spiritless performance from its core movies division and the ABC Television Network. 

Product impact and effect on the audience P5 (a)

The size-zero look is replicated by every single Disney princess in cinema. It’s not just that women are portrayed as skinny to increase their attractiveness. Many critics have blasted Disney over this portrayal of women, claiming that the images have inspired anorexia and eating disorders in young women.


While Disney may receive a lot of criticism for scandalous race portrayals and imagery, there is no doubt that there are many positive effects these films have on children even today. The issues of expression, equality, safety, hope and self-acceptance are all issues covered by Disney films that will benefit your children.

While not always praised for their national mix. Disney has made efforts to make sure their heroes and heroines are not always traditional. In the case of The Jungle Book, The Princess and the Frog, Aladdin, Mulan and Pocahontas. As well in the animated Disney films, the heroes are both male and female, if not predominantly female. Females in later Disney films are smart, kind, witty and noble, such as in Tangled, Beauty and the Beast, and giving a good interpretation of female empowerment to young girls.

Happy endings are not always the case in life, Disney movies encourage children to believe and hope. Belief in happy endings and that people will do the right thing is important to children's good behaviour. Innocence and naivety is not something you will want your child to be rid of any time soon.

Issues of Representations P5 (b)

Walt Disney has made a huge impact on the lives of children in multiple generations and is still making an impact on adults as well. Countless movies have been produced to serve different life lessons and morals for the audience to take away with them. Since Disney movies have such a huge impact on children of all ages.

Belief systems in children and teens are also influenced by movies, especially in the absence of an already official belief system. Many times a day, children's movies and cartoons are based on an element of aggression, which puts a stop to what the children might learn in school or at home. It is this extreme or constant attachment with television and movies that can lead itself to depression in particular, but other mental health issues. 

Characters could be made in different ways. Most traditional Disney movies use the same appearances, nationalities and colours of the skin. We do not want movies like these to encourage beliefs in racism, sexism and violence to young children.

In the movie Pocahontas II women are not appreciated and are of a lower status compared to the men, this could cause an outbreak in society for children mainly females would have there confidence knocked down. 

In the movie Cinderella women are always the lower status. Cinderella is always a female role. Why not a male? 

Its is easier to notice the gender roles and stereotypes that have been brought to light in Cinderella especially when considering how progressive our   nation has been in equalizing women and men. For instance is it worth pointing out that the idea that a woman's value is determined based on how they look. This is seen in specific instances in the film, such as Cinderella encounters her Fairy Godmother. Initially Cinderella is dressed quite plainly in her house clothes. Her transformation into a glamorous and pure dressed young bachelorette reinforces the beauty ideal. If Cinderella were to attend the Prince's ball in her homely attire, her chances of making a good and lasting impression on the Prince would be slim to none.

There is additionally, the belief that love is superior to both independence and education. Today being independent and educated are things that more and ore women are focused on. They are more focused on getting a degree and being self-sufficient than finding a husband as soon as possible. In Cinderella independence takes a back seat to marriage. If she can marry the Prince, she will be taken care of and can depend on him to be the provider.

Legal and ethical issues P5 (c)

The Walt Disney Company has a rich tradition of bringing great stories, characters and experiences to their guests around the world, and our sites and applications are created to entertain and connect guests with the best that they have to offer on the platforms and devices their guests prefer.

There privacy policy is designed to provide transparency into their privacy practices and principles, in a format that their guests can navigate, read and understand. They are dedicated to treating your personal information with care and respect.

The Walt Disney Company own the intellectual property rights to the characters, brands, titles and properties popularly associated with the Disney name and with Disney's combined. This includes a large number of titles, characters and other elements from Disney's television programs, feature-length motion pictures, animated productions, publications, games and music.

Disney takes the enforcement of these rights very seriously. They protect these rights so that they can continue to provide quality entertainment that measures up to the standards of there audience has come to love and expect.

Role of Relevant Regulatory Bodies P5 (d)

The securities laws prohibit trading in stock or other securities on the basis of material information that has not been disclosed to the public.

No one may trade in stock or other securities on the basis of undisclosed material information. Undisclosed material information might include sales and earnings figures, information about major contracts, stock splits, acquisitions or mergers, significant transactions, the sale of an associated company, the commencement of significant litigation, or new projects contemplated by the Company. There is a limited exception for purchasing stock according to standing instructions that meet certain requirements. An example would be a purchase of stock through the employee Stock Purchase Plan. The Company is proud that many of its Cast Members and employees are also its stockholders through the employee Stock Purchase Plan. The Company encourages its Cast Members and employees to continue to invest in its future by buying its stock. However, a Cast Member or employee may not purchase or sell the Company's stock, outside of the employee Stock Purchase Plan, when the Cast Member or employee has material information about the Company that has not been disclosed to the public. In addition, changes in a Cast Member's or employee's participation in the employee Stock Purchase Plan cannot be made while the Cast Member or employee enjoys or has undisclosed material information about the Company.

Securities Laws

The Company, and each Cast Member and employee acting on its behalf, will comply with the securities laws of the United States. 

The Company's stock is publicly traded. The members of the public who invest in its stock expect that the Company and its Cast Members and employees will comply with the laws that govern the purchase and sale of securities of publicly traded companies.