EXCLUSIVE: Disney rolls out today Raya and the last dragon, probably the first local theater hybrid release; second worldwide if you count Mulan. The animated film, which is being booked at 2,045 theaters, covers about 250 Cinemark venues, but includes the newly reopened New York City market, is on track to make a significant return. $ 3 million today and between $ 9 million – $ 10 million this weekend domestic, according to industry calculations, and it’s available with Disney + at the extra price of $ 30.
So, when it comes to compiling a list of promotional partners, Disney’s SVP of Global Marketing Partnerships & Promotions, Lylle Breier, and her team took into account the home audiences of the title and growing theater-goers during the pandemic.
Related story
‘WandaVision’ ‘The Series Final’ Summary: What now for Scarlet Witch, Vision & The Kids?
Disney
Even more striking about the Raya and the last dragon a campaign, Disney is not only joining brands that are genuinely Asian and in keeping with the spirit of the film, but the film studio is catching up and introducing a number of homemade young advertisers.
‘We have big broad, general market partners McDonalds, LG, P&G and Kellogg’s, but we also wanted to mix our promotional program with some authentic Southeast Asian brands, such as Omsum and Sanzo, to really reflect that this film is so good is. a beautiful tribute to Southeast Asian culture, ”Breier told Deadline.
“We have very smart cultural consultants about the film, our filmmakers and cast are amazing and very involved, so we made sure we go to brands that are very authentic,” she adds.
Disney has partnered with Gold House to find partners like Omsom and Sanzo Raya‘s story of a female warrior who is determined to find the last dragon in an empire known as Kumandra, a new imaginary earth inhabited by an ancient civilization.
‘It’s a contemporary film, and it’s happening at an unprecedented time in the world, and that’s why we wanted a modern campaign to find excellent brands that can meet people well where they are, just like the choice. we give our guests to watch the movie in cinemas or on Disney +. Obe Fitness and Raddish cooking club are two brands that have really met the moment and are flourishing, ”explains Breier.
Water is an important motif in Raya, so Disney teamed up with the first Asian American-inspired sparkling water, Sanzo, started by Filipino American Sandro Rocco. The promotion focused on Calamansi-flavored water, a tart citrus fruit from the Philippines and other parts of Southeast Asia. The Raya-Sanzo campaign includes a customized advertising space, paid social support and a takeover of the liquor website.
When Disney directed the first demo of the photo, he contacted Reddish, the leading monthly enrollment package and cooking club for kids, with recipes created especially for them to learn important cuisine and gain confidence in the kitchen. The campaign consists of a whip for social media, a custom place, digital media, two pieces of content and three Raya-themed custom recipes and kits with packaging with a collection of cobrand. It is especially noteworthy that co-hosted events and a Facebook Live were presented with Southeast Asian chef David Nguyen of Walt Disney World’s Magic Kingdom Park, who spoke about the importance of food and culture Raya.
The studio has also built on the food theme and femme power of the photo, and the studio is an ideal partner in the Asian spice and gravy brand Omsom, founded by sisters Vanessa and Kim Pham, who are the first generation of Vietnamese-American daughters of Vietnamese refugees. Turnover will appear Raya themed packaging on their Southeast Asian sample with recipes, along with a personalized ad, and click on their social media and website for the feature.
Attract millennial attention Raya was also a priority for Disney, and a live and on-demand fitness instructor Obe was an excellent advertiser for the studio. Qui Nguyen, co-author and fight choreographer of Raya and the last dragon, met Obe instructors to discuss the inspiration for the film, the fighting styles and how these styles played a role in health and fitness in many cultures. From these six ten minutes Raya inspired classes were created that inspired families to be strong and discover the hero inside, including Kumandran Magic Sculpt, Kumandran Magic Dance Cardio, Battle Squad Family Friendly Strength, Battle Squad Family Friendly Dance HIIT, Heart of Raya Power, and heart of Raya HIIT (High Intensity Interval Training). Overall, the Obe campaign produced 3.8 million impressions.
Car manufacturers are usually the largest promotional partners bringing a significant amount of cash to a campaign, but they were much challenged during the pandemic with lower sales and a delay in the delivery of last year’s models. That said, the fast-food advertisers’ take-out and drive-in business continues to grow during Covid, and such brands offer the second-size best amount of cash value to a photo’s campaign. Mcdonalds is a longtime partner of the Burbank, Ca studio and delivers a 360-degree campaign with Happy Meal brands and action figures from the photo, as well as a customized spot along with digital activation. All in 70 million Raya figures are available in 20,000 McDonalds restaurants.
Other Perennial Disney Promotional Partners Returning for Raya include Proctor & Gamble‘s Oral-B toothbrush and Crest toothpaste that will be decorated with the logos and the heroine of the photo. These licensed products are available from Target and Walmart. Kellogg’s will also promote the film on their social channels.
As Disney raises the profile of their streaming service Disney +, they want the public to know how they can bring the theater experience home. Similar to the second season of The Mandalorian which teamed up with the Sonos soundbar, LG OLED TV was a major technology partner on Raya. The TV series is known for its intense color and perfect blacks without flicker and minimum blue light – ideal for watching the vibrant colorful function of filmmakers Don Hall and Carlos Lopez Estrada. LG’s marketing has included a custom location, digital and social drives, and on top of that they have the Raya and the last dragon live stream of the red carpet launch “Learn to Draw”.
‘No brand is too small if the quality is there, if the authenticity is there, if the commitment is there, and if we can make a program that is really good; this is first, ”Breier exclaims Raya‘s promotion partners, “Our promotion team is very caring, specific and considerate about every film we work on. No two campaigns are alike ”