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    3. Undisputed Master of Branded Entertainment Does Something New»

    Undisputed Master of Branded Entertainment Does Something New

    Vicky Tamaru
    Sales & MarketingLegacy

    Last month, my

    parents were in town visiting for the second time this summer.  It had been a difficult first part of the

    year with several illnesses and deaths in the family, including the loss of my

    beloved Grandmother.  It was definitely

    time for something different.

    A day after my

    parents arrival to Seattle, we got on the plane

    the next afternoon and met my Auntie Cora (a late addition to the trip) at John Wayne Airport in Santa

    Ana, California.  We immediately drove to Anaheim and got some rest in anticipation of

    the next morning.

    I got Matt a membership

    to D23 "The Official Community for Disney Fans" on a tip by a fellow Disney fan we met on an Adventures by Disney tour over the Holidays.  After years of

    supporting many unofficial fan clubs over the decades, Disney had finally decided

    to create its own fan club and expo. 

    D23 Expo

    (image provided by Micechat.com)

    We made sure to be

    at the Anaheim Convention Center by 6:30am so that we

    could be one of the first through the doors. 

    Much of what we were going to see at the inaugural event was really a

    mystery.  There had been a few hints

    dropped about guest appearances but just a few days before the actual event--really

    too late for us out-of-towners.  Matt and

    I dragged my family down there with an almost blind trust in Disney and its

    value in quality. 

    At the outset, the

    Expo didn’t seem like anything special--a convention room floor with merchandise

    and booths for a number of different facets of the company.  There were displays for anything from Winnie

    the Pooh baby gear to Walt Disney 1940’s inspired furniture to even Disney label

    food like Donald Duck Orange Juice.

    D23 Expo Floor

    (image provided by Micechat.com)

    In true Disney

    fashion, most people went straight for the collectables queue.  Matt, my family and I ended up

    separating.  I went to wait in a line for

    Bob Iger’s keynote, while everyone else stood in line to make sure they could

    get their share of the limited D23 items. 

    Unfortunately, all

    of our electronics including our cell phones were stripped from those of us who

    went to the keynote so I was unable to convince Matt to drop the merch in time

    to join me.  In the keynote, Bob Iger

    welcomed some of Disney’s most enthusiastic fans to the D23 community.  Then, we were shown the first 30 minutes of

    Disney’s upcoming film The Princess and

    the Frog.

     I got teary-eyed twice during this

    keynote: once watching The Princess and

    the Frog and then again when Bob Iger gave away a night at the Disneyland

    Dream Suite. 

    Yes, it may sound a

    little silly that I got so emotional, but let me explain why these two moments

    were so powerful for me.  On December 11th,

    I don’t care how old you are or if you male or female, you must go to your

    local theater to catch The Princess and

    the Frog.  Now, I’m not the kind of

    diehard Disney fan that loves every single Disney movie.  In fact, I can honestly say that I probably

    haven’t even seen ? of all the Disney movies ever made and will admit that I

    haven’t had the stomach to even watch every animated Disney movie.  But the animated Disney movies I love, I LOVE

    with a passion: Dumbo, Bambi, Alice in

    Wonderland, Lilo and Stitch, Pinocchio... 

    And if what I saw of The Princess

    and the Frog is representative of the rest of the movie, it’s going to be

    added to my short list of favorites.  The

    characters are beautiful and likable, the story is strong, the lushness of the

    environments was surprising and the animation, oh the animation.  Animation is an expensive and difficult art

    and when a company bites the monetary bullet to make a well-crafted animated

    film, I not only applaud them, I admire and appreciate them.

    So why would I weep

    at a giveaway?  No, I did not win the

    night at the Disneyland Dream Suite--that privilege was granted to Dan Learn,

    another member of the keynote audience.  On

    stage, Dan mentioned that he spent a lot of his childhood at Disneyland

    because his father worked as a street sweeper. 

    Dan’s father worked a difficult job for the Disney Corporation and he

    was treated well enough by that corporation that his son was there many years

    later overjoyed to win this prize at the D23 Expo as a fan of Disney.  How amazing is that?

    The rest of the day

    was spent running around the Expo with my family and my dear Auntie Cora who

    had been one of the most affected by the loss of my Grandma.  Auntie is also a Disney fan but a slightly

    different shade of Disney fan from Matt and me. 

    And that’s another amazing thing about the Disney Corporation; it’s been

    successful in creating so many different kinds of products and services that

    appeal to all sorts of people and all shades of fans are united by Mickey and

    the Disney Parks. 

    The inaugural D23

    Expo was a four day event but we were only able to attend the first two

    days.  On the second day, my aunt and

    parents decided to spend the day at Disneyland

    while Matt and I chose to continue our D23 experience.  We joined another couple we had met on the

    Adventures by Disney tour--Stacey and Leo who are two of the most passionate

    Disney fans we’ve met in quite a while--for the Dick Cook keynote.  Dick Cook was the Chairman of Disney Studios

    responsible for the movie division of Disney until just a few days after the

    D23 Expo.  Cook had started his career at

    Disney in 1970 as a monorail driver and was responsible for many important

    relationships with Robert Zemeckis, Jerry Bruckheimer, Tim Burton, and most

    recently Guillermo Del Toro that helped solidified Disney as a movie

    powerhouse.  

    During Dick Cook’s

    keynote, we were treated to cameos by some of my very favorite entertainers

    EVER: Tim Burton, The Muppets, and Johnny Depp. 

    Add to that visits by Miley Cyrus, Jerry Bruckheimer, Robert Zemeckis,

    John Travolta, Kelly Preston, Nicolas Cage, and a video postcard from Guillermo

    Del Toro, all in an hour and a half!  I

    should not forget the movie announcements made by the celebrities, including a

    new Muppets movie, Guillermo del Toro’s Disney

    Double Dare You movie label and an upcoming Pirates of the Caribbean movie. 

    Matt and I completed

    our D23 experience by seeing a talk by the Director of the original Tron

    and the Producer

    of the upcoming Tron Legacy.  We’ve both been long-time fans of the 1982 Tron movie which brought to light the

    idea of virtual reality and introduced CGI to movie making.

    The D23 Expo blew

    all of my expectations out of the water, as I’m sure it did for many of the

    other 20,000 attendees.  Mind you, these

    are 20,000 of some of Disney’s most avid and vocal fans who quickly blogged

    about some of the many exciting Disney announcements made to D23 attendees and

    even paid $37/day entry fee to support their habit.  A number of those fans, including us, pay the

    annual $75 membership that includes a beautiful shiny quarterly magazine, entry

    to exclusive events, and the ability to purchase specific D23

    collectables.  Some might say that it’s a

    racket.  I think it’s another brilliant

    move by a company that truly understands the importance of entertainment,

    quality and fostering on-going relationships with its customers.  The pay-off to Disney is a dedicated,

    multi-generational fan base that’s been growing since Mickey’s Plane Crazy animation back in 1923. 

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    Profile: Vicky Tamaru

    From playing Space Invaders in the 1970s to chatting online before the interwebs were even invented, Vicky has been a geek since before it was cool. She writes the Stop Being So Pushy! blog for AllBusiness.

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