The science behind the magic – How Disney prepared for Star Wars: The Force Awakens

This article discusses The Walt Disney Company's use of research and insights, in the context of the release of Star Wars: The Force Awakens, predicted to be a huge hit for the corporation.

The science behind the magic – How Disney prepared for Star Wars: The Force Awakens

Joseph CliftWarc

There are few surefire hits, but the new Star Wars film, The Force Awakens, is just that.

Ahead of its release in December 2015, the movie is predicted to break box office records. And the film’s backer and distributor, The Walt Disney Company, is all prepared for a massive brand event.

That was the message from Anna Hill, the company’s UK CMO, who was interviewed on stage at Engage, a conference organized by digital marketing trade body the Interactive Advertising...

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