DIGITAL DISNEY
field of entertainment on the web. Recent innovations in digital media have enabled the
entertainment industry to make their binary sequences available to all those interested,
provideing them with yet another way to get their product to constomers. Case in point,
the Buena Vista Movieplex and its on-line theatrical teasers. This site is set up as an
alternative marketing method to publicize new movies for the Walt Disney company in an
attempt to arouse the curiosity of the masses and reinforce feelings of product loyalty.
What makes this site a useful marketing tool is the fact that it’s interactive multimedia
environment provides a more personal experience for the user. Unlike traditional
entertainment sections, on-line browsers may examine clips, soundbytes, and video stills
from a number of possible films. This more personal marketing is a hallmark of the new
digital marketplace. Customers who actively search out a product will be much more
willing to sift through trivial information. It is advertising which is entertaining for the
user. When this fact is examined, it becomes immediately obvious that traditional
marketing is no longer the most efficient way to present a product. In addition, the
network makes financial sense to Disney. Information and advertising can be provided
twenty-four hours a day for very little cost to the company, and has the promise to be
much more effective than conventional advertising. It is for this reason that changes in
marketing will revolutionize the free enterprise system in years to come.