Disney's Deluxe Digital Display: NewFront News and Views

Venue amp160Current the yearold restaurant and exhibit space located at Pier 59 of Chelsea Piers across from the West Side Highway amp160TV One had the first UpfrontNewFront attraction there two weeks ago with its breakfast event and chances are this place will be the site of even more Upfront events in 2018amp160 It has an elegant look with great views of the Hudson River and New Jersey skyline and it easily breaks into two main rooms one for buffet service another for sitdown meals and presentations amp160For this occasion the front doors were decorated with cartoon squiggles and those squiggles posted on a large blue screen caught the eye of attendees in the presentation room amp160A certain nominee for best new UpfrontNewFront location this year Grade 4 JacksPresentation amp160amp8220All together now under one roofamp8221 was the theme each speaker emphasized over and over amp160Instead of Maker and other Disney units operating independently of each other to reach Millennials and Generation Z there is only one avenue advertisers wishing to tap these audiences need utilize Disney Digital Network amp160From this point forward DDN under the company39s consumer products and interactive media unit will program a variety of content for various platforms amp160quotOur brand promise special entertainment with heartquot declared James Pitaro Chairman of Disney39s Consumer Products and Interactive Media division amp160quotThis venture will be the place where Disney storytelling and the digital zeitgeist collidequot amp160The variety of content available for both individual messages and branded program support will come from Maker39s assortment of creators working together with Disneymanaged editorial staff and social media organizers amp160DDN will break down into six categories or quoteditorial voicesquot Oh My Disney daily content reflecting MillennialGen X tastes Disney Style mixing familiar Disney characters and stories with fashion trends Disney Family activities parents and children can do together Babble parenting forum Polaris gaming and game culture and Star Wars anything related to the famous movie series Although the commentary emphasized how these categories will be displayed on mobile phones and social media executives assured afterward that smart TV sets and devices like Roku and Chromecast will become major DDN platforms amp160Grade 35 JacksNews amp160Each category will introduce one or more new signature video series in the months ahead exact dates to come later amp160A few of these series will come with sponsorships in place thanks to Disney39s CoOp content opportunity program amp160HP HewlettPackard will be involved in Club Mickey Mouse the latest revival of the classic kidfocused variety show with a diverse regular cast amp160COIN will be one of the first new scripted series under this tent an animated adventure where gameplaying misfits defeat villains while searching for a magical coin amp160Other signature efforts include Magical Starts Disney characters help parents tackle unique occasions for Disney Family Design Challenge young designers make innovative work inspired by classic Disney films and Marvel39s Next Great Artist competition series with the winner getting a Marvel Comics contract amp160Grade 35 JacksHost amp160Various executives starting with Pitaro handled sections of this presentation amp160Every person on stage was engaging without overdoing it and generous with video clips to illustrate their talking points Grade 35 JacksStar Time amp160No celebrity performances here amp160But at the very end there was a line of stormtroopers from Star Wars marching on and off stage to John Williams39 memorable score Two of them are pictured at topamp160That counts for something Grade amp16025 JacksCuisine amp160Breakfast buffet served both before and after the presentation amp160Classy decision by both DDN and Current other NewFront players might consider duplicating Note amp160Scripps Networks39 early spring Upfront also does this amp160Best eat Mickey Mouse headshaped waffles with maple syrup and small banana slices in the syrup a fun touch amp160Worst eat nothing beyond cream cheese and butter to spread on the bagels amp160Can we have another alternative once in a while like peanut butter or hazelnut spread Extra treat attendees could nibble a dark chocolate or caramel de leche morsel on their way out amp160Grade 4 Jacks Note amp160Cuisine ratings do not figure into the overall Jacks scoreData Insight amp160DDNamp160 begins its existence with a collection of 6000plus pieces of original content made or curated each month and a multitude of more than one billion followers through various social media destinations from Facebook to Snapchat amp160Grade 3 JacksInnovative Opportunity amp160Branded content placement on Facebook and other social media via Disney CoOp amp160Down the road crossplatform advertising and marketing campaigns connecting DDN with ABC Freeform Disney Channel and other linear Disney services and app extensions Grade 3 JacksOverall Grade 35 Jacks Great first effort by Disney to showcase its digital course under one umbrella solid in every department from venue to clip material amp160Would have boosted the grade to 4 Jacks if the programming announcements had premiere datesNext up HuluA quick recap of our Jacks ratings systemamp160 5 Jacks amp8211 Excellent 4 Jacks Very Good 3 Jacks amp8211 Good 2 Jacks amp8211 Fair 1 Jack amp8211 Poor 0 Jacks Don39t go thereClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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Disney's Deluxe Digital Display: NewFront News and Views

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Simon Applebaum

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