国上济文通大华 The Marketing Influence of Theme Music in Disney Movies The Marketing Influence of Theme Music in Disney Movies Yifu Luoa,Jie Chenb,Ji-Hyun Kim a School of Mechanical Engineering,Shanghai Jiao Tong University bSchool of Media and Design,Shanghai Jiao Tong University School of Media and Design,Shanghai Jiao Tong University Abstract: In previous literatures analyzing the relationship between music and film-making,it is generally accepted that background music greatly influences the psychological process and emotional interaction of listeners.Little is known,however,about the impact of theme music (including all of its movie soundtracks)on the market performance in terms of marketing strategy.This article specifically focuses on Disney movies.This research begins with the demand analysis of Disney consumers,then introduces the marketing strategy on theme music as intervening variable based on 4P marketing theory,and evaluates the market performance in three aspects by analyzing abundant statistics of the box-office value of 10 Disney movies.Additionally,we take the block buster Frozen as an example to illustrate our findings that the splendid theme music greatly enhances the box office appeal of the film.The result illustrates the positive correlation between theme music and marketing strategy,as well as that between excellent marketing strategy and market performance.It is concluded that theme music has positive effect on market performance of Disney movies. Keywords:Theme music,Market performance,Marketing strategy,Disney movie -1-The Marketing Influence of Theme Music in Disney Movies - 1 - The Marketing Influence of Theme Music in Disney Movies Yifu Luoa , Jie Chenb , Ji-Hyun Kimc a School of Mechanical Engineering, Shanghai Jiao Tong University b School of Media and Design, Shanghai Jiao Tong University c School of Media and Design, Shanghai Jiao Tong University Abstract: In previous literatures analyzing the relationship between music and film-making, it is generally accepted that background music greatly influences the psychological process and emotional interaction of listeners. Little is known, however, about the impact of theme music (including all of its movie soundtracks) on the market performance in terms of marketing strategy. This article specifically focuses on Disney movies. This research begins with the demand analysis of Disney consumers, then introduces the marketing strategy on theme music as intervening variable based on 4P marketing theory, and evaluates the market performance in three aspects by analyzing abundant statistics of the box-office value of 10 Disney movies. Additionally, we take the block buster Frozen as an example to illustrate our findings that the splendid theme music greatly enhances the box office appeal of the film. The result illustrates the positive correlation between theme music and marketing strategy, as well as that between excellent marketing strategy and market performance. It is concluded that theme music has positive effect on market performance of Disney movies. Keywords: Theme music, Market performance, Marketing strategy, Disney movie