I read this interesting post about Pixar and their, well, not very innovative online activities over on Scott Kirsner’s blog this morning. Yes, Pixar does do online a little bit, some flicks are available for download on iTunes for example. But they could take online so much further, for both promotional purposes as well as the distribution of exclusive online content.
Scott states that “… I’d still argue that the big challenge for Disney and Pixar to be thinking about is animated content for the Web… stuff that can be produced less-expensively, that connects with audiences in different ways, that takes big risks Pixar wouldn’t take on the big screen.
Imagine an embeddable animated character for your MySpace or Facebook page that would greet visitors with a different quip every time they came. Or content delivered to cell phones that might introduce you (and your kids) to the characters in the next Disney or Pixar feature — and reminding you to see it in theaters or buy the DVD. Or a Pixar serial, updated every week online, that might eventually add up to a feature?”
He is spot on. I think this would make a lot of sense for Pixar and Disney – animated films and characters are perfect for these suggested uses.
And on that same note: I also think that Weta Digital should seriously look at online… fast!
2 Comments
I imagine both those studios are invested in their highly specialised market space to the degree that competing with another space, social networks, would probably be not that interesting for them. Concepts such as pushing speculative online content to entertain non-paying browsers are really only necessary if you don’t already have customers. Film distributors do massive amounts of pre-release creative marketing in many arenas. Their marketing models are no doubt functioning for them very well already, so dabbling in avatars would hardly count as a novel or really significant approach. Considering that so many great innovations are coming out of those studios, it’s kind of funny to hear web2 blokes complaining that they aren’t on the mark in the web2 field. Or was it just name dropping as a way to self-legitimate a rather sparse blog?
@Tom: these guys are undoubtedly great and innovative at what they are doing, but that is exactly what Scott Kirsner, myself and legions of web2guys and dolls don’t get: if they are that innovative, why don’t the embrace, well, the obvious direction things are going? Every year, the MPAA reports show that online marketing is not only getting more attention, studios are investing more of their marketing budgets to get in touch with folks who are increasingly hanging around Social Networks instead of ye good old boob tube… there is an actual need to innovatively market to them in their preferred medium. Which is what Pixar and Weta should do more of.
I haven’t worked with or at Pixar before, but I have worked at both Weta Digital and Weta Workshop many times over the last 4 years. These guys are brilliant; but they definitely still need to embrace Web 2.0. I am sure they will get there, but I think it should be sooner rather than later.