The Walt Disney Company is hosting a centennial bash on ByteDance-owned social video platform TikTok featuring custom content touching 48 of the studio’s iconic brands. Fans will be able to watch videos from across the Disney library, as well as create their own videos with Disney music and effects, play daily Disney trivia, and collect and trade “Character Cards” that will allow them to win unique profile frames. “We’re giving the passionate community of Disney enthusiasts on our platform a first-of-its-kind destination,” TikTok said of the celebratory “interactive experience.” Continue reading Disney Celebrates 100 Years with Launch of TikTok Content

Hollywood studios have typically teed up blockbusters well in advance of their release dates. For example, Walt Disney Studios promoted “Tron: Legacy” for three years; Warner Bros. spent almost two years pushing “Godzilla” and Universal Pictures publicized “The Secret Life of Pets 2” for three years. Now, these biggest marketers, which spent $4+ billion annually in advertising, have narrowed the gap considerably — to as little as a few months for tentpole movies — to better respond to the expectation of on-demand content. Continue reading Studios Cater Blockbuster Advertising to Next-Gen Viewers