Pioneering period
The 1930s was a period of economic depression in the United States, and people were eager to be happy and relieve stress. In this case, Walter's cheerful cartoon image caters to people's needs and is warmly welcomed. With the development of film technology at that time, people bid farewell to black and white silent films and entered a colorful era. At this time, Walter put his cartoons on the movie screen, with gorgeous colors and beautiful music, which brought more joy to people and created the era of Disney animation.
Golden period
With the end of World War II, the American economy recovered and developed, and Disney also ushered in its golden age. During this period, with the development of animation technology, Walter also invented multi-level shooting technology, wide screen technology, new attraction technology, three-dimensional film and so on. , and created many excellent comics, consolidating its dominance in the comic empire. On the other hand, Walter is not satisfied with the success of the plane animated film. He imagined creating a new three-dimensional "cinema", a paradise full of happiness and knowledge. Moving the scenes and characters in cartoons into real life gives people a chance to get close to their dreams. The opening of Disneyland in California means the further expansion of Disney's entertainment kingdom.
retreat
With the death of Walter, the animated film, which was originally regarded as the extraordinary achievement of Disney Company, lost its creative source and its output decreased. The retirement of the older generation of animators and the replacement of new and old employees also led to the decline of the animation department. At this time, the animation department began a dark period of exploring new directions.
1.2 Esna inversion period
1984 Disney was at a low ebb, and Esna became the CEO of the company and began to look for a new development path for the enterprise.
Touchstone brand was launched in 1980s.
With the changes in the mainstream of the film market, the joyful Broadway musicals gradually declined, which limited the trend of Disney films. 1984, Disney Pictures launched Touchstone brand, shot more movies and tried live-action movies to meet the needs of different people.
With the development of computer technology, more space has been created for the development of animation art, and computer technology can be applied to animation production to make more realistic scenes. Esna attaches great importance to the application of new technologies. He regards digital technology as an indispensable animation weapon, which makes Disney a leader in the new film field and activates its advantages in the animation field. For example, in the 1980s, Disney released its first computer-produced film, Computer Hegemony.
1987 the opening of the first Disney store marks the implementation of Disney's entertainment retail concept.
Disney opened its first store, offering movie-related products to all anime fans. In addition to children's cartoon toys, it also provides high-end collections for adult fans to meet the needs of different consumers. Satisfy consumers' admiration for comics. In addition, in order to cooperate with the release of the film, the store will be built into a film background base during the filming process, allowing people to enter the film world. In addition, due to market demand, technological development and competition, the franchise of enterprises is gradually expanding, and Disney also authorizes global manufacturers to produce peripheral products related to Disney. This franchise model has brought good income to Disney. By the end of 1990, Disney's franchise sales amounted to $410 million. In addition, Disney set up its own publishing house. Provide various books for children and parents.
In the following 1989, Disney established the brand of "Hollywood movies" and produced a number of high-quality movies in the name of Hollywood, which marked that its film industry entered another peak.
In order to cooperate with the release of movies, Disney also founded its own record company, and later devoted itself to the operation of children's printed publications such as videos, DVDs and comic books.
Disneyland Extension 1989
The fairy tale world in comics is a happy world that people yearn for. Disneyland transforms people's yearning and longing into a dreamy and colorful world, providing a world where people who want to get rid of the pressure of life and yearn for innocence can realize their dreams.
With the decrease of animation production, Disney's profit mainly comes from theme parks, so Disney has expanded theme parks to stabilize its income sources. First of all, Esna reorganized the original theme park, added new entertainment items and updated the game facilities. Every time a new cartoon comes out, a new attraction will be added to the park to keep people fresh about the theme park. Secondly, it expanded overseas-it established the Disney theme park in Paris, France. By constantly expanding theme parks, it aims to prolong people's stay in parks, make theme parks a holiday destination and increase people's consumption in parks.
1994, Disney tried to transform into online media.
The rapid development of Internet at the end of 20th century provided an excellent stage for new media. Compared with traditional media, digital fourth media has incomparable advantages. The comprehensiveness and richness of information, the full interactivity and openness, the rapidity and timeliness of information transmission, and the large capacity and flexibility of information have created the uniqueness of online media. Disney will certainly not ignore the development of this new media field. Therefore, from 65438 to 0994, Disney began to try to transform from traditional media to online media, and opened the Disney website, which not only used online media to promote itself, but also expanded its online business. Disney acquired Infoseek with 1998 to launch the Go.com portal. 1999 Disney invests in Qunar. However, due to its backward technology, it cannot compete with its competitors, resulting in huge losses. Therefore, at 0 1, Disney was forced to shut down the Go network. Disney paid a heavy price in this transformation.
1995 Acquisition of ABC Broadcasting Company
After World War II, under the stimulation of the United States, commerce and industry are increasingly developing towards globalization, and the media also has a trend of globalization. With the deregulation of radio and television media in the 1980s, the United States entered an open and competitive market environment, which triggered the integration of the media industry. In addition, with the rise of mergers and acquisitions, the media is gradually moving towards collectivization and globalization. With the development of Disney Company. Borrowed programs broadcast by TV media can no longer meet their needs. 1995 acquired ABC with a huge sum of money, which made it develop rapidly in the field of cable TV, which gave Disney a bigger platform to promote its film and theme park business all over the world. Through this merger, Disney became the largest entertainment media company in the world at that time, with a market value of more than 50 billion US dollars. However, due to the high acquisition cost, Disney's financial situation began to deteriorate. Therefore, the company's top management began to implement the plan to reduce costs. However, it is inevitable that Disney will fall into depression at the end of this century.
1.3 Summary:
With the arrival of Esna, Disney experienced its second golden age. During this period, Disney started new business and took the road of diversified development. Disney successfully shifted its business focus from theme park and resort construction to film and television industry, and from product manufacturing to media industry. By the mid-1990s, Disney had gradually become the center of entertainment media in North America. Finally, a global media empire was formed.