When Toy Story 3 premiered across the country on June 18, 2010, it grossed an enormous $41,148,961, breaking records for the single-highest opening day gross for an animated film. The marketing strategy for this film is both innovative and unique, targeting 18-24 year olds who grew up alongside Woody and the gang the first two films. (Editor’s note: holy crap! Twenty-four year olds grew up watching Toy Story.)
Marketing experts attacked Disney’s most controversial tactic, their decision to release a free “cliffhanger” screening of the first sixty five minutes to college students. Hoping to capture enough buzz and anticipation, skeptics questioned whether or not this audience would pay $10 to see the last thirty eight minutes. Why not just find it for free on the Internet.
Was this new and risky marketing strategy a failure or a success? Looking at the numbers, I’d say a success.
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