Page 97 - The Disneyization of Society

THE DISNEYIZATION OF SOCIETY

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Figure 4.1 Merchandising Celebration

which merchandising is part of a synergistic system in which different components
feed off and point to each other. Nowadays, an animated feature film is part of a
network of activities, wherein it has the potential for: release on video and DVD,
CD-roms, computer software, theme park rides, being shown on the Disney
Channel, spin-off television series, spin-off videos in limited animation, books,
magazines, and other merchandise which can be sold in its Disney Stores and
theme park shops. No one can match Disney for such a synergistic complex of
mutually reinforcing commercial activities. On the other hand, Disney has
become a model of what is possible and as such has been much emulated.

Feature films

Over the years, it has become increasingly apparent that more money can be
made from feature films through merchandising and licensing than from box