Cross-Promotion Can Be a Good Thing

By | June 16, 2010 at 6:00 am | 2 comments | Attractions | Tags: , , , , , , , , , , , , , , , , , , , , , ,

Cross Promotion Can Be a Good Thing photoA few weeks ago Studios Central asked Disney bloggers across the Internet to dedicate an article this week to Disney’s Hollywood Studios as a part of “The International Hollywood Studios Awareness Week“.

Cross-promotion.  Many Disney fans loathe it; these fans believe the parks should be filled with attractions based only on original ideas.  Many of these same fans believe Pixar is taking over Walt Disney World.  In some cases, such as the Monsters, Inc. Laugh Floor in the Magic Kingdom, they have a point.  However, in Disney’s Hollywood Studios, cross-promotion not only works but works well.

Nearly every attraction in Disney’s Hollywood Studios is based on an existing property.  From Toy Story to The Twilight Zone, from Beauty and the Beast to Star Wars, each attraction’s theme is based on movies and television.  The Magic of Disney Animation, One Man’s Dream and Sounds Dangerous are of the few attractions not tied to one or a few properties.  While the Studios could benefit from a bit better organization (Echo Lake in particular is a hodge-podge of unrelated attractions), most of the attractions themselves work well.

Thus, I believe Disney’s Hollywood Studios should be the park where Disney concentrates its cross-promotion.  In an discussion on an earlier article between Rory Feige and myself, I thought the lands should be reorganized into “studios” based on a particular theme (Muppets Studios, Television Studios, Action Studios, etc.) and Sunset Blvd., Hollywood Blvd. and Echo Lake could be the surrounding town.  Pixar Studios could house attractions for the Pixar movies, while Television Studios might include a Phineas and Ferb show.  The Indiana Jones Epic Stunt Spectacular and Star Tours could be merged into Action Studios (or a LucasFilm section).  This idea would be a major restructuring for the park, but I think over time it would serve the Hollywood theme well.

Some of my favorite attractions are at Disney’s Hollywood Studios, including the incredible Tower of Terror and the hilarious MuppetVision 3D.  Not only do I think cross-promotion works at the Studios, I actually expect it since it has been a park based on Disney films as well as other non-Disney properties since the beginning.  I believe Disney should concentrate its cross-promotion at Hollywood Studios, but in a way that better fits the Hollywood theme.

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  4. The Fifth Gate
  5. 3D at Home – A Firsthand Experience
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  • http://www.studioscentral.com/ Matt Hochberg

    Thanks for supporting International Hollywood Studios Awareness Week!

    Ever since the idea of “synergy” came to the fore front of Disney park strategy, there's been some backlash. I like it in most cases, but other times it isn't great (Tiki room anyone?).

  • http://www.studioscentral.com/ Matt Hochberg

    Thanks for supporting International Hollywood Studios Awareness Week!

    Ever since the idea of “synergy” came to the fore front of Disney park strategy, there's been some backlash. I like it in most cases, but other times it isn't great (Tiki room anyone?).