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that Disney’s suburban, corporate world of Tomorrow would soon become the Anaheim of Today. Within a decade of its opening,
Disneyland was no longer set amid a rural idyll of orange groves, it was stuck in the middle of cheap motels, traffic jams on the Santa Ana
freeway, fast food joints, and industrial parks. Walt Disney frequently slept at his small apartment above the firehouse in Disneyland’s Main
Street, USA. By the early 1960s, the hard realities of Today were more and more difficult to ignore, and Disney began dreaming of bigger
things, of Disney World, a place even farther removed from the forces he’d helped to unleash, a fantasy that could be even more thoroughly
Among other cultural innovations, Walt Disney pioneered the marketing strategy now known as “synergy.” During the 1930s, he signed
licensing agreements with dozens of firms, granting them the right to use Mickey Mouse on their products and in their ads. In 1938 Snow
White p roved a turning point in film marketing: Disney had signed seventy licensing deals prior...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.
- Spring '08