Analysis Of Social Media Promotion and Marketing Strategies for Disney Movies: A Case Study on Zootopia & Frozen 2

Abstract

This study aims to deeply analyze the successful strategies of Disney movies in social media marketing, taking “Zootopia” and “Frozen 2” as case studies. With the expansion of the global movie market and the diversification of audience demand, animated movies are highly competitive, and Disney occupies a leading position with its strong strength and perfect network. The study first introduces the background of The Walt Disney Company, explaining the study's purpose and significance and the framework. Then it analyzes the global influence and marketing strategy of “Zootopia” respectively, including its background, the current fire situation, social media promotion techniques innovative parts, and offline promotion strategy. Then the background, audience reaction, social media promotion methods, and effects of Frozen 2 are discussed. It then compares the differences and changes in the marketing strategies of the two films, including social media strategies, offline promotion focus, cross-border cooperation methods, etc. It also discusses the evolution of marketing strategies, such as digital transformation, emphasizing user-generated content, exploring the application of new technologies, etc., as well as cross-cultural communication strategies. Finally, suggestions and expectations for movie marketing in the digital era are given, including strengthening innovation, building a social interaction ecology, pursuing content quality, and deepening cross-cultural communication strategies. The study summarizes the results, points out the limitations, and offers an outlook on future research directions, providing valuable experience and inspiration for the film industry.