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Book Synopsis

Reasserting the Disney Brand in the Streaming Era investigates the evolution of the Disney brand at a pivotal moment â the move from content creation to acquisition and streaming â and how the company reasserted its brand in a changing marketplace.

Exploring how Disneyâs acquisition of Pixar, Marvel, Lucasfilm and Fox positioned the company to launch the Disney+ streaming service, the chapters look at the history of those acquisitions, and the deployment of the content, brands, and intellectual property from those acquisitions, through an analysis of the original content that appeared on Disney+. Offering a focused investigation of how the content offered from these various media brands was adapted for Disney+ so that it reflects the Disney brand, the authors illustrate through close textual analysis how this content reflects elements of the Classic Disney Style. The analysis positions these texts in relation to their industrial contexts, while also identifying impor

Reasserting the Disney Brand in the Streaming Era

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    A Paperback by Robert Alan Brookey

    £39.99

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      Book details

      Publisher Taylor & Francis
      Published 10 July 2024
      ISBN-13 9781032428673
      978-1032428673
      ISBN-10 1032428678
      Also in:
      Politics, Philosophy & Society TV and society

      Description

      Book Synopsis

      Reasserting the Disney Brand in the Streaming Era investigates the evolution of the Disney brand at a pivotal moment â the move from content creation to acquisition and streaming â and how the company reasserted its brand in a changing marketplace.

      Exploring how Disneyâs acquisition of Pixar, Marvel, Lucasfilm and Fox positioned the company to launch the Disney+ streaming service, the chapters look at the history of those acquisitions, and the deployment of the content, brands, and intellectual property from those acquisitions, through an analysis of the original content that appeared on Disney+. Offering a focused investigation of how the content offered from these various media brands was adapted for Disney+ so that it reflects the Disney brand, the authors illustrate through close textual analysis how this content reflects elements of the Classic Disney Style. The analysis positions these texts in relation to their industrial contexts, while also identifying impor

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