Making multicultural magic

This article describes the Disney Company's success in marketing to different cultures, based on interviews with senior Disney executives.

Making multicultural magic

It's the eve of the Walt Disney Co.'s releasing another round of exceptional earnings. As Wall Street analysts wait for the global entertainment giant to report its summer financials, Gilbert Dávila, the vice president of multicultural marketing, spins an epic story that, even in the Magic Kingdom, is no fairy tale.

Dávila is talking about a new generation of motion pictures being green lighted at Disney, some of which are dubbed into 37 languages, and the award-winning TV shows featuring ethnically diverse ensemble casts on ABC, ESPN, and the Disney Channel. He mentions the big increase in...

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