Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 12 pages
Data source: Published sources
Abstract
On October 2012, Walt Disney (Disney) started secret negotiations to acquire Lucasfilm. Lucasfilm was founded by George Lucas, the founder of Star Wars. Robert Iger, the CEO of Disney, was highly excited about the acquisition and claimed that the movie if re-launched, would stir significant public interest to make it an all-time hit in the box office. More so, what was important for Iger was to find out whether Lucasfilm had a legacy of rich content, which would create more 'Star Wars' in the future. Disney planned for re-launch of ‘Star Wars’ during 2015, three years from the date of acquisition. Importance of 'Star Wars' in the minds of public was aroused out of several characters in the past which fuelled human imagination. At the same time, 'Star Wars' had enough ingredients for Disney to digest. The deal, however, was claimed to be appropriate by experts after taking into consideration the Disney’s creative platform and a highly competitive future market. Market competition was likely to be increased during 2015, as the consumer was flooded with choices consequent to increasing cable television and internet penetration. Revenue maximisation had been one of the sole objectives of Disney in driving the deal, besides collaborative effort. Although Disney showcased tremendous team effort in the acquisition and promised to add value to the product, film critics raised several questions on their strategy for promotion. The newly launched blockbuster was however, hugely anticipated, and whether, it could usher enough warmth and excitement back to the biggest franchise in movie history, remained a question to be pondered.
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources
About
Abstract
On October 2012, Walt Disney (Disney) started secret negotiations to acquire Lucasfilm. Lucasfilm was founded by George Lucas, the founder of Star Wars. Robert Iger, the CEO of Disney, was highly excited about the acquisition and claimed that the movie if re-launched, would stir significant public interest to make it an all-time hit in the box office. More so, what was important for Iger was to find out whether Lucasfilm had a legacy of rich content, which would create more 'Star Wars' in the future. Disney planned for re-launch of ‘Star Wars’ during 2015, three years from the date of acquisition. Importance of 'Star Wars' in the minds of public was aroused out of several characters in the past which fuelled human imagination. At the same time, 'Star Wars' had enough ingredients for Disney to digest. The deal, however, was claimed to be appropriate by experts after taking into consideration the Disney’s creative platform and a highly competitive future market. Market competition was likely to be increased during 2015, as the consumer was flooded with choices consequent to increasing cable television and internet penetration. Revenue maximisation had been one of the sole objectives of Disney in driving the deal, besides collaborative effort. Although Disney showcased tremendous team effort in the acquisition and promised to add value to the product, film critics raised several questions on their strategy for promotion. The newly launched blockbuster was however, hugely anticipated, and whether, it could usher enough warmth and excitement back to the biggest franchise in movie history, remained a question to be pondered.
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Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 5 pages
Data source: Published sources