Disney shifts movie marketing toward real-world fan experiences

The Walt Disney Company is shifting its film marketing strategy toward real-world fan experiences and cultural integration to maintain audience engagement beyond traditional cinema releases. The company is focusing on “crafting cultural experiences, not just content drops,” utilizing social media, public spaces, and sports broadcasts to extend the reach of its franchises.

Key tactics include leveraging viral character moments, such as using the Pixar character Tom Lizard from ‘Elio’ for appearances on ESPN’s ‘First Take’ and at a San Francisco DJ booth. Disney has also successfully integrated animation with major sporting events, notably a 2025 Super Bowl spot featuring Stitch from ‘Lilo & Stitch’ that garnered 173.1 million digital views within 24 hours. Additionally, a partnership with the NFL titled ‘Funday Football’ has brought characters from ‘Toy Story’, ‘The Simpsons’, and ‘Monsters, Inc.’ into live broadcasts.

Other activations include 3D billboards in New York’s Times Square and interactive fountain displays in Toronto for ‘The Mandalorian and Grogu’. Disney has also utilized commercial partnerships, such as transforming Papa Johns locations in Los Angeles, London, Madrid, and Seoul into themed ‘Pizza Planets’ to promote ‘Toy Story 5’.