Meanwhile, girls were targeted with ads that focused more on Brave’s central character, Merida, and her quest to change her fate. For Brave, Disney targeted males with ads that emphasized the film’s rambunctious Scottish hijinks and mischievous red-headed triplets. For that film, Disney created a campaign that focused as much on Tangled’s humorous male character, Flynn Rider, as it did on the film’s main character, Rapunzel. “There’s a universal love of this brand,” he says, praising their “consistency classic storytellers.”ĭisney wisely marketed the film differently to boys and girls - much like the studio did when releasing another princess film, Tangled, in 2010. Still, he believes that gender had less to do with Brave’s successful opening weekend than audiences’ trust in Pixar. “Girls kick butt,” says Dave Hollis, Disney’s EVP of distribution, about the rise of the female action protagonist at the 2012 box office.
Brave continued Pixar’s streak of number one debuts, as all 13 of the studio’s releases have reached the peak position during their first weekend of wide release.
TARGET BRAVE MOVIE MOVIE
For the third time this year, following strong openings from “The Hunger Games” and “Snow White and the Huntsman,” a movie with a tough female protagonist topped the box office in a major way.ĭisney-Pixar’s Brave was right on target in its debut weekend, opening to $66.7 million - the fifth-best debut ever for a Pixar film, and a faster start than last year’s Cars 2, which opened with $66.1 million.
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