Disney UK on why brand partnerships are ‘critical’ to boosting share of voice
To get UK audiences into cinemas for blockbuster releases like Deadpool & Wolverine, Disney UK is investing in brand collaborations to ensure it is relevant and front of mind.
The global film industry has been working hard to encourage audiences back to their seats since the pandemic. Big hitters like Barbie and Oppenheimer certainly helped that last summer; now, with some blockbusters on the cards this year, Disney UK is on a mission to ensure its films are as appealing as possible to UK audiences.
Crucially, this means finding ways to generate urgency, boost share of voice and stay front of mind, for which brand partnerships are playing an increasingly “critical” role.
“One of the biggest challenges we face is generating enough voice in the market to feel relevant, and brands enable that,” says Lee Jury, senior vice-president of Studios marketing, live events and music for EMEA.
