Encanto vs Strange World- Similar advertising, what happened?

Encanto; one of the biggest movies of the year, impossible to escape the mention of. Bringing in $230.7 million in the Worldwide Box Office according to TheNumbers.com, it’s easy to see how hugely successful this movie was. What makes these results interesting is how little Encanto was advertised. I only remember seeing three quick commercials for it before it’s release. When it was released, they barely made any money back as nobody knew what it was. You had to dig for information on it yourself. So, with all the classic depictions of a flop, what made it such a success? In short, Tiktok. The song “We Don’t Talk About Bruno” quickly turned into multiple trends on the app, leading people to watch Encanto for the scene. Word began to spread of the movie and within a month it had made a killing. It made such a huge impact on the media that it was (and still is) hard to escape the soundtrack and conversation surrounding it. So what did they change? Disney thought it would flop as hard as their other movies earlier in the year such as Onward or Raya and the Last Dragon, so they decided to change their tactic. In order to promote Disney+, they made Encanto a Disney+ exclusive. They already had ads and word-of-mouth going strong for the platform, so they simply added Encanto into that mix. This made the movie a much larger hit than it started out to be. This is one of the reasons Strange World has flopped (so far). However, in my eyes there is more to that side of the story. What exactly does Disney like to hide? What didn’t they advertise? What don’t they see as priority? This is what I shall cover in the next part of this post, coming very soon. (Citation in replys)

Disney is one of the most well-known movie creating companies around. Along with their own studio, they own many others such as Pixar, Marvel, and National Geographic. Bringing in around 50 billion dollars last year alone, they know how to attract an audience. They have become masters at producing trailers catered perfectly towards their fans. How do they do it? What do they see as good to show? What do they hide from the trailer? Why do some shows get more time in ads than others? This is what I’m aiming to figure out. Starring in the next post: Encanto vs. Strange World- Similar ad range, vastly different results.