Marketing Do Som: Os Últimos Filmes Da Disney Capitalizam A Nostalgia Dos Temas - Videos

Sound Marketing: Disney's Latest Film Trailers Capitalize On Nostalgic Music Themes

First of all thanks to  Jordan Passman for this article.

When we watch Disney’s trailers for Beauty and The Beast, Rogue One: A Star Wars Story and The Jungle Book we are also listening. These iconic movie themes are powerful, and evoke nostalgic emotions that make us excited to re-enter their magical and wondrous worlds.

As a child, these movies never got old, (even after hundreds of viewings), and when we weren’t watching we were blasting their soundtracks on repeat. Disney capitalizes on the incredible synergy between music and film, and uses this as a tool to successfully launch their re-imagined classics today. With millions of views on YouTube for each franchise within hours of their release (and incredible profits for Disney – according to Box Office Mojo, Star Wars: The Force Awakens has pulled in a staggering $2,068,223,624, and The Jungle Book at $966,522,188), it’s clear their strategy is working and we, as consumers, love it. According to EW, the latest Beauty and the Beast trailer garnered 127.6 million views in 24 hours across multiple platforms around the world (though not including China), which is more than the previous record holder, Star Wars: The Force Awakens (with 114 million views within its first 24 hours).

I spoke with Jackson George, Senior Vice President of Creative Advertising at Disney, who explained, “Music carries really deep emotional codes – you associate experiences and feelings with music. There’s no other art form that has the same ability to attach itself to moments of your life. No matter who you are, when you hear the first few notes of a Star Wars melody, you’re able to re-live that original feeling of wonderment and joy.”

According to Psychology Today, songs are typically associated with a general time of your life, rather than a specific event. So even amidst a stressful childhood, or a brighter one, your favorite Disney movie may have been your escape or happy place. When you hear the emotional piano intro from Beauty and the Beast, you are instantly transported to that special feeling of purity, innocence and comfort. Today, many of those then kids are now parents, ready to take their own children to experience the magic.

With that said, hitting the nostalgia nerve doesn’t mean the approach needs to be retro. In fact, it’s often very effective to re-imagine these classic themes with a modern twist, as it allows the consumer to hear the material that’s been so deeply burned in their memory in a whole new light. Generally speaking, trailer music is very distinguished from your typical film score. For these films in particular, the music must go through every range of the emotion throughout the trailer, with a clear beginning, middle and end.  Some of these original melodies, while incredible, can fall flat of telling the story with the epic tone needed to get audiences amped up. That’s why in some cases, like The Jungle Book, a custom original score is more effective and ultimately executed. But in true Disney fashion, even that trailer ends with the famous few whistled notes from “Bare Necessities” to boost you with childlike anticipation and joy. According to George, and I completely agree, “You have to trigger emotion and music is the quickest way to the heart.”

How do you feel about Disney’s slate of remakes and the re-imaginations of these beloved themes?