国上海文通大华 The Marketing Influence of Theme Music in Disney Movies How and why the theme music influences the performance of one film so much directs us to the structure of its consumers. According to statistics from NTT(Nippon Telegraph Telephone Public Corporation), shown in Figure 3.1.2,teenage girls,aged 10~20,contribute over two thirds of total Disney consumers,as most of them watch more than 2 Disney movies per year. 80 70 60 50 40 30 20 10 0 10s 20s 30s 40s 50s 60s 70s 10s 20s 30s 40s 50s 60s 70s All Male Female ■201441.5 45.843.940.3 42.335.232.622.767.154.846.840.6 4738.728.4 ■201345.3 43.852.247 3942.431.431.759.660.947.449.650.443.7 35 o20124348.444.74340.535.831.729.659.354.746.846.54638333.8 Figure 3.1.2 Gender and age structure of Disney movie consumers In the figure3.1.2,men's choices of films seem to differ a lot from that of women's,for women are more likely to watch Disney's animations very often.Meanwhile,Disney's animation's audiences are more likely to be teenagers and young people under 30,who are more open to art.Usually,musicals (or opera)and strong color contrast are much easier to control and expressed by the director.In the meantime,animations are also most popular among the kids,who will be more addicted to melody and storytelling.It is of vital importance for the producers to realize they do have to build up certain group of followers.And to make the full use of them,a certain approach to enlarge the influence,which refers to the addition of theme song,ought to be provided,through which the fans will subconsciously make an advertisement for the film they love,and they won't deny it. Moreover,to gather popularity,the Walt Disney Company's globalization strategies, primarily focusing on Disney's customization efforts for the media franchise,including the customization of songs and the soundtracks,allow the company to customize its brands and issue movies to appeal to teenage fans across the world cost-effectively (Lustyik,2013).It is known that besides the original English version,Frozen's theme -8-The Marketing Influence of Theme Music in Disney Movies - 8 - How and why the theme music influences the performance of one film so much directs us to the structure of its consumers. According to statistics from NTT (Nippon Telegraph & Telephone Public Corporation), shown in Figure 3.1.2, teenage girls, aged 10~20, contribute over two thirds of total Disney consumers, as most of them watch more than 2 Disney movies per year. In the figure3.1.2, men’s choices of films seem to differ a lot from that of women’s, for women are more likely to watch Disney’s animations very often. Meanwhile, Disney’s animation’s audiences are more likely to be teenagers and young people under 30, who are more open to art. Usually, musicals (or opera) and strong color contrast are much easier to control and expressed by the director. In the meantime, animations are also most popular among the kids, who will be more addicted to melody and storytelling. It is of vital importance for the producers to realize they do have to build up certain group of followers. And to make the full use of them, a certain approach to enlarge the influence, which refers to the addition of theme song, ought to be provided, through which the fans will subconsciously make an advertisement for the film they love, and they won’t deny it. Moreover, to gather popularity, the Walt Disney Company’s globalization strategies, primarily focusing on Disney’s customization efforts for the media franchise, including the customization of songs and the soundtracks, allow the company to customize its brands and issue movies to appeal to teenage fans across the world cost-effectively (Lustyik, 2013). It is known that besides the original English version, Frozen’s theme Figure 3.1.2 Gender and age structure of Disney movie consumers 10s 20s 30s 40s 50s 60s 70s 10s 20s 30s 40s 50s 60s 70s All Male Female 2014 41.5 45.8 43.9 40.3 42.3 35.2 32.6 22.7 67.1 54.8 46.8 40.6 47 38.7 28.4 2013 45.3 43.8 52.2 47 39 42.4 31.4 31.7 59.6 60.9 47.4 49.6 50.4 43.7 35 2012 43 48.4 44.7 43 40.5 35.8 31.7 29.6 59.3 54.7 46.8 46.5 46 38.3 33.8 0 10 20 30 40 50 60 70 80