Moana 2 has already hit $600 million at the global box office, and nobody is aware of how far it’ll go. However earlier than the movie was breaking income data and becoming a member of Inside Out 2 so as to add to Disney/Pixar’s 2024 field workplace wins, Disney’s advertising and marketing was setting it as much as make an enormous splash.

The undertaking began as a TV sequence; nonetheless, after the unique Moana surprisingly grew to become the most-streamed movie in the U.S. in 2023, executives reconsidered and determined to show Moana 2 right into a film. In response to Martha Morrison, Walt Disney Studios’ govt vp of selling, the workforce did “a number of cheering” when it heard late final 12 months that the Moana follow-up was heading to theaters.

“That assembly was stuffed with a number of pleasure and a number of feeling like we wish to be sure that we’re doing proper by this undertaking,” Morrison mentioned. “So let’s get began proper now.”

Morrison famous that the advertising and marketing division works with manufacturing early for animation initiatives. For example, Jackson George, senior vp of inventive promoting at Disney Leisure, is in idea pitch conferences and enthusiastic about formulating trailers all through the method. So, though the transfer from a TV present to a film modified the story of the movie, the conversations are usually the identical, speaking about issues equivalent to key artwork, promos, and pictures.

The distinction comes within the timing. Right this moment’s TV present and streaming advertising and marketing is extra fast, with audiences desirous to stream one thing shortly. Nonetheless, film advertising and marketing must roll out a number of months prematurely.

“It’s actually depending on getting in entrance of the correct audiences,” Morrison mentioned. “And to get in entrance of the correct theatrical audiences, it’s important to begin the campaigns rather a lot earlier.”

With the movie setting a excessive mark for the Thanksgiving box office at $225 million—freezing Frozen II’s earlier mark of $125 million in its tracks—Morrison defined how the film reached the correct audiences and made waves.


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Approaching advertising and marketing from a fan perspective

In response to Morrison, a number of of the members of the Moana 2 advertising and marketing workforce—herself included—labored on advertising and marketing the unique Moana. Given the workforce’s historical past with the movie and the worldwide recognition of the franchise, the chief defined that the marketing campaign was targeted on “harnessing the fan power” inside the constructing.