In 1923 Walt Disney signed a contract with M. J. Winkler to produce a series of Alice Comedies. This date is considered the start of the Disney company first known as The Disney Brothers Studio. Between 1923 and 1928 was considered the silent era. 1928 was the first appearance of Mickey and Minnie mouse, who are very well known and recognisable characters to this day. Disney's first sound film Steamboat Willie, a cartoon starring Mickey, was released on November 18, 1928, and became an immediate smash hit as it was the first cartoon feature to contain synchronised sound. In 1932, Disney signed an exclusive contract with Technicolor to produce cartoons in colour, beginning with Flowers and Trees. The popularity of the Mickey Mouse series allowed Disney to plan for his first feature-length animation.The feature film Walt Before Mickey based on a book featured these moments in the studio's history. Deciding to push the boundaries of animation even further, Disney began production of his first feature-length animated film in 1934. Taking three years to complete, Snow White and the Seven Dwarfs, premiered in December 1937 and became highest-grossing film of that time by 1939. The studio continued releasing animated shorts and features, such as Pinocchio, Fantasia, Dumbo and Bambi which are all still popular today. On July 18, 1955, Walt Disney opened Disneyland to the general public, and after a shaky start, Disneyland continued to grow and attract visitors from across the country and around the world. Disney World then opened in 1971. Both Disneyland and Disney World are still around today and more popular than ever. With 14.2 million visits in 2014, Disneyland Paris is the most visited tourist destination in Europe, and Disney World is the Biggest Theme Park in Florida. Beginning with Who Framed Roger Rabbit in 1988, Disney's animation studio enjoyed a series of commercial and critical successes with such films as The Little Mermaid (1989), Beauty and the Beast (1991), Aladdin (1992) and The Lion King (1994). All of these films are still widely popular today, with the little mermaid making $211,343,479 gross worldwide, Beauty and the Beast making $424,967,620, Aladdin making $217,350,219, and The lion king making $422,783,777.
Here shows just the top 20 highest grossing Disney Films
| Rank | Movie Title | Studio | Total Gross / Theaters | Opening / Theaters | Open | ||
| 1 | Marvel's The Avengers | BV | $623,357,910 | 4,349 | $207,438,708 | 4,349 | 5/4/12 |
| 2 | Pirates of the Caribbean: Dead Man's Chest | BV | $423,315,812 | 4,133 | $135,634,554 | 4,133 | 7/7/06 |
| 3 | Toy Story 3 | BV | $415,004,880 | 4,028 | $110,307,189 | 4,028 | 6/18/10 |
| 4 | Iron Man 3 | BV | $409,013,994 | 4,253 | $174,144,585 | 4,253 | 5/3/13 |
| 5 | Frozen | BV | $400,738,009 | 3,742 | $243,390 | 1 | 11/22/13 |
| 6 | Finding Nemo | BV | $339,714,978 | 3,425 | $70,251,710 | 3,374 | 5/30/03 |
| 7 | Alice in Wonderland (2010) | BV | $334,191,110 | 3,739 | $116,101,023 | 3,728 | 3/5/10 |
| 8 | Guardians of the Galaxy | BV | $333,176,600 | 4,088 | $94,320,883 | 4,080 | 8/1/14 |
| 9 | The Lion King | BV | $312,855,561 | 2,624 | $1,586,753 | 2 | 6/15/94 |
| 10 | Pirates of the Caribbean: At World's End | BV | $309,420,425 | 4,362 | $114,732,820 | 4,362 | 5/25/07 |
| 11 | Pirates of the Caribbean: The Curse of the Black Pearl | BV | $305,413,918 | 3,416 | $46,630,690 | 3,269 | 7/9/03 |
| 12 | The Sixth Sense | BV | $293,506,292 | 2,821 | $26,681,262 | 2,161 | 8/6/99 |
| 13 | Up | BV | $293,004,164 | 3,886 | $68,108,790 | 3,766 | 5/29/09 |
| 14 | The Chronicles of Narnia: The Lion, the Witch and the Wardrobe | BV | $291,710,957 | 3,853 | $65,556,312 | 3,616 | 12/9/05 |
| 15 | Monsters University | BV | $268,492,764 | 4,004 | $82,429,469 | 4,004 | 6/21/13 |
| 16 | The Incredibles | BV | $261,441,092 | 3,933 | $70,467,623 | 3,933 | 11/5/04 |
| 17 | Captain America: The Winter Soldier | BV | $259,766,572 | 3,938 | $95,023,721 | 3,938 | 4/4/14 |
| 18 | Monsters, Inc. | BV | $255,873,250 | 3,649 | $62,577,067 | 3,237 | 11/2/01 |
| 19 | Toy Story 2 | BV | $245,852,179 | 3,257 | $300,163 | 1 | 11/19/99 |
| 20 | Cars | BV | $244,082,982 | 3,988 | $60,119,509 | 3,985 | 6/9/06 |
One of the most recent and most successful Disney films is Frozen, release in 2013, which made $1,279,852,693 worldwide gross. I am going to look at how a variation of company's worked together to promote this film which resulted in great success. One As Marvel, Pixar and Lucasfilm brands are firmly integrated into the Disney family, Disney films can be more widely advertised and promoted on these different platforms, attracting larger and more varied audiences.
Before the release of Frozen, Disney teamed up with the frozen food company Iceland in order to promote the film. The campaign gave Iceland customers the chance to pick up complementary child’s ticket with the purchase of an adult ticket with a grocery spend of £15 or more. This would promote the film as customers who may be unaware of the film are offered tickets when they spend a certain amount in the store. This is also beneficial for Iceland, as people who are keen to take their children to see the film might spend more in the store in order to get the complementary children's tickets. This marketing is attracting the target audience which is family's, as the complementary children's tickets are only available when an adult ticket is bought.
The marketing and promotion of Frozen throughout different companies didn't stop when the film was released. There was a large amount of post release marketing also. For example, various game companies began releasing a range of frozen games. Board games, computer games, DS games, and apps. The company Mattel, which is a fashion doll company, released a range of dolls of characters from Frozen, and JAKKS pacific brought out children's costumes from the film. Disney had teamed up with book companies too, to create short stories like 'A Sister More Like Me' or An Icy Journey' which consisted of a different narrative to the actual film. Another way frozen was promoted post release was through an actual tv series. the programme 'Once Upon A Time' was based on the well known Disney characters, and after the release of frozen 3 new characters were introduced to the show; Anna, Elsa and Kristoff. This would promote the film to a different kind of audience, older teenagers or young adults without children of there own, and market it in a way that appeals to them; through a dark fairytale drama series.
To conclude, Disney is a very successful company, gaining large profits from a lot of the films released. Disney's marketing has helped them with this success and teaming up with other companies has proved quite beneficial to the promotion, and the film Frozen is proof of this, now currently the 5th highest grossing film in box office history.
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