How Disney finally got the marketing right of Aladdin

After the monstrous success of 2016 The beauty and the Beast, which grossed $ 1.3 billion worldwide, the studio seemed in the best shape possible to tackle its future list of bright and lively remakes from its vibrant library. However, unlike its mild protagonist, the marketing campaign for Aladdin is far from having a leap forward in anything. Virtually everything that was published in the run-up to its creation stumbled upon the sharp sword of YouTube's disgusts and Twitter's mocking memes.

Teaser trailers have been around for decades, but companies have recently exploited the popularity of online video platforms to flood more and more consumers. Typically lasting less than a minute, the posters are meant to give the public a taste of what is in store without allowing it to indulge, thereby increasing anticipation for as long as possible. The details of the story and the dialogues, for example, are usually recorded for the first full trailer. In the case of Aladdin, A sequence of our favorite "street rat" crawling on the rooftops, a few zingy one-liners of a totallydo not– Will blue terrifying Will Smith as Genius and a broom trick of a magic carpet ride would have done the trick.

Instead, Disney played his cards frustratingly near his chest and released a one-and-a-half minute teaser in October 2018 that featured miles and miles of desert sand … and not much else. Although we have stealthily peeked at Mbadoud's Aladdin who is reaching out to catch the magic lamp, the internet has not been accurately burned by the footage. In fact, the serious lack of anything human, monkey-like or genious was a little suspect. Rather than the plot, it provoked something similar to what Jafar must feel stuck outside the Grotto of Wonders sealed – the question of whether the supposed treasures that it contains is only a myth.

In December, Weekly entertainment gave us exactly what we wanted to see, with a first look at Aladdin, Jasmine and Genie. The quality of the actors' costumes did not particularly excite people, but this criticism is less encouraging than the tumult around a non-blue Will Smith. The ringing of the alarm should not have sounded if the article accompanying the incriminated images had been read more widely, which made it clear that at the time of publication, "The final version of Will Smith's Genius in its blue floating form is not quite finished. "This could also explain why a more substantial trailer has not been released yet – Aladdin would not Aladdin without the all-powerful companion of comedy blue hues.

After holding back the blue products for four months, Disney finally agreed to the 61st Grammy Awards, leaving fans in the ironic situation of realizing that they should have paid attention to what 's going on. they had wished. While the second trailer unveiled scenes from the animated film and took a closer look at the characters and sets of the film, the last few seconds, with the surreal spectacle of a Smith without legs and hues Blue, smokes its way from the lamp, was all that everyone wanted to talk about online. Overwhelming comparisons range from everything AvatarNa? Vi to Arrested developmentTobias Funke. The general consensus is that the Day-Glo demon should be sent back to the hell of CGI from where he came.

After six long months, Disney has finally found a way to market a film that should really have been sold to the invisible. But, two months from the release of the film, will it be enough to bring the public on board? Maybe it's time to create an Instagram account entirely devoted to "Hot Jafar" photos and hope that the power of thirst will be enough to increase ticket sales.