The Stage is Set in New Orleans for Moana 2 and The Big Game
As New Orleans gears up for an action-packed weekend on February 7, it seems like excitement is buzzing everywhere. The city is not just preparing for the thrilling atmosphere of The Big Game, but also for the debut of a much-anticipated movie that’s already making waves globally—Moana 2.
Moana 2 Surpasses Expectations
Believe it or not, Moana 2 has already made a stunning $600 million at the global box office, and this figure is just the tip of the iceberg! Building on the success of its predecessor, which became the most-streamed movie in the U.S. in 2023, Disney’s clever shift from a TV series to a theatrical release has set the stage for what could be more box office victories.
Martha Morrison, the executive vice president of marketing at Walt Disney Studios, shared their excitement during a recent meeting, stating, “That meeting was filled with a lot of excitement and a lot of feeling like we want to make sure that we’re doing right by this project.” It’s clear that the energy within the team has really set a positive tone for this project.
The Strategy Behind the Scenes
When it comes to captivating audiences, Morrison explains that the marketing department gets involved early on for animation projects, which means they are brainstorming and shaping everything from concepts to trailers while the film is still in production. “It’s really dependent on getting in front of the right audiences,” she noted, emphasizing how critical timing is for movie marketing, with their campaign carefully designed months ahead of the film’s release.
The Record-Breaking Teaser
As if that’s not impressive enough, the first-look teaser for Moana 2 launched with extreme enthusiasm, setting a record for the biggest animated trailer launch in Disney’s history with an astounding 178 million views within just 24 hours! Morrison rejoiced, saying, “Anytime you have a trailer that overperforms from a views standpoint, it feels great.”
Smart Budgeting and Unique Collaborations
When evaluating their marketing budget, it’s interesting to note that Disney allocated $20.5 million for U.S. TV ads for this sequel. While this figure is significant, it doesn’t quite meet the funding allocated for anticipated films like Gladiator II and Wicked, showcasing Disney’s shift to innovative marketing strategies beyond traditional ads.
One standout strategy was aligning promotions with global events, such as a weeklong sponsorship during the Paris Summer Olympic Games. This allowed Disney to creatively capture viewers’ attention as they tuned in for the spectacular games, integrating Moana 2 into the excitement of Olympic highlights.
Culture at the Heart of the Campaign
Throughout the marketing campaign, the film’s connection to Polynesian culture remained a priority, which is something the team worked hard to honor. One highlight of this journey was hosting the global premiere and press junket at the breathtaking Aulani resort in Hawaii, an exciting decision supported not only by Disney but also by the voice talents, Auli’i Cravalho and Dwayne Johnson.
Reflecting on this pivotal moment, Morrison recalled how their shared enthusiasm made it clear that this was something everyone wanted to pursue wholeheartedly. “When not only our company said, ‘Yeah, we could do that. Let’s do it,’ but also Dwayne, Auli’i, and the talent,” she said, igniting a sense of community and excitement around the project.
Looking Ahead
With so much buzz already generated around Moana 2, it’s easy to see that the road ahead is bright. As audiences continue to express their love for these characters and the world Disney has created, the team behind the film is prepared to keep the momentum going through innovative marketing and heartfelt storytelling.
As the Big Game approaches, and Moana 2 continues to reel in viewers both in theaters and streaming, New Orleans certainly has a lot to cheer about!
