The Walt Disney Company's most successful mode of advertising is not found within its animation production, but instead in its theme parks. Disney theme parks originated in California and Florida, but have now expanded to international cities including Paris, Tokyo, and Hong Kong. In 2013, Disney's theme parks created a net income of over 2 billion dollars for the company ("The Walt Disney Company" 2014). Though it is an expenditure of its own, the creation of theme parks was a distinct marketing strategy by the Disney company to promote its animations and other pictures. The theme parks contain rides based on Disney productions, such as the attractions "The Seas With Nemo & Friends" and "Cinderella's Golden Carrousel." The attractions and prevalence of movies characters at the park promote the movies, and act as living, moving advertisements. Not only do the parks make extensive money independently, but they contribute to the consumption of movies and other products by encouraging viewers to go home and watch the films, or buy extra merchandise before leaving. Disney movies and theme parks truly go hand-in-hand; when one rides a Toy Story roller coaster, he/she will be more interested in re-watching the movie - when one watches Disney's latest production, Frozen, he/she will be curious as to how the company will portray the film in a ride.
Disney World, the most famous of theme parks, in Orlando, Florida, is marketed as the place 'Where Dreams Come True.' Family vacations to the park are constantly advertised and discussed in our culture. It is known as the 'ultimate' vacation - one children often brag about. A trip to Disney world is promoted as 'Fun for the whole family,' as are many movies. But, are the ideals displayed by the Walt Disney Company throughout their movies truly what we want our children to consider as family values? Disney is so ingrained in our culture that it seems completely normal to be immersed in the movies, the products, and even the vacations. Despite the negative rhetoric on social issues and early childhood development, we continue to fall into Disney's convincing marketing strategies.
When will it end? Something must be changed in our culture, and if the media won't, then we must.
When will it end? Something must be changed in our culture, and if the media won't, then we must.