Plan for 'Mulan's marketing strategy
Article Abstract:
Walt Disney Co.'s animated motion picture 'Mulan' is a comic retelling of a classic Chinese poem and has high commercial potential. Timing the release date to a school vacation takes advantage of the holiday mood, yet high ticket prices and incorrect audience expectations of seeing an already-familiar story require a carefully-designed marketing campaign.
Publication Name: Chinese Sociology & Anthropology
Subject: Sociology and social work
ISSN: 0009-4625
Year: 1999
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Analysis of 'Mulan's selling points and marketing operations
Article Abstract:
The Walt Disney Co.'s animated motion picture 'Mulan' has potential for commercial success in China if it is marketed correctly. Key selling points include the film's being based on a familiar classic poem, portraying positive role models for children and women, and voiceovers by Asian actors and actresses.
Publication Name: Chinese Sociology & Anthropology
Subject: Sociology and social work
ISSN: 0009-4625
Year: 1999
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Seeing 'Mulan' in the United States
Article Abstract:
Walt Disney Co.'s animated motion picture 'Mulan' carries a powerful emotional message that blends modern Hollywood with ancient Chinese culture. The original story has been modified with humorous and romantic plot lines, and is more carefully crafted than most Chinese-made films.
Publication Name: Chinese Sociology & Anthropology
Subject: Sociology and social work
ISSN: 0009-4625
Year: 1999
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