Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 47 , 01 December 2023
Open
Access | Article
Analysis of Pixar Movie Marketing Strategy Based on 5T Theory: Take Turning Red as an Example
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Abstract
This study introduces the brand background of Pixar Animation Film Company and analyzes its marketing strategy using the 5T theory. This study chooses Turning Red as a case study, and through the analysis of its marketing strategy, some shortcomings are found. First, through the analysis of Tools, "Turning Red" failed to meet the audience in cinemas, which led to the disappointment of some fans. Although Pixar and Disney used multi-platform and multi-channel promotional tools, their marketing effect was reduced due to some limitations. Second, for Tracking, although Pixar registered separate social media accounts for each movie, there was relatively little in-depth analysis and response to user feedback. This makes it difficult for the company to fully understand the audience's needs and expectations. Based on these findings, this study makes some recommendations to improve Pixar's marketing strategy. This study makes recommendations to strengthen the multi-platform and multi-channel marketing approach and enhance user feedback analysis. These recommendations are expected to help Pixar further improve the marketing effectiveness of its films, increase audience engagement and satisfaction, and contribute to the company's continued growth.
Keywords
Pixar Animation, Turning Red, 5T theory, marketing strategy analysis
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-141-4
- ISBN (Online)
- 978-1-83558-142-1
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/47/20230362
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited