Shang-Chi and the Legend of the Ten Rings: DISTRIBUTION/ EXHIBITION

Question 1

Who was the main distributer of the film?

Answer 1

Walt Disney Studios

Question 2

How was the film distributed? (summary)

Answer 2

Theatrical release + streaming services (+ physical media)

Question 3

Theatrical release?

Answer 3

Released in theatres in september 3, 2021 for 45 days.

Question 4

Streaming release?

Answer 4

The film was streamed on Disney+ platform November, 12, 2021

Question 5

Physical media?

Answer 5

Also released on 4K Blu-Ray/ DVD (with behind-the-scenes features targetting collectors)

Question 6

What is the impact of this hybrid distribution model (theatrical, streaming, physical)?

Answer 6

Combines earnings from traditional (theatrical) release, and supscriptions.

Leads to subscription growth.

Adapts to audiences preferences (convience and safety due to COVID 19, theatres for spectacle.

Question 7

Disney’s Buisness Stucture As a Conglomerate Company: The company operates through 4 primary segments (demonstrating horizontal and vertigal integration).

Answer 7

1. Media Networks: Broadcast TV (Disney Channel/ ABC) and Cable Sports (ESPN+)
2. Streaming Services (Disney+ and Hulu)
3. Studio Entertainment (Marvel Studios, Pixar, 20th Centuary Studios)
4. Theme park, Merchandise, Disney Cruises/ resorts.

Question 8

Disney– Vertical Integration?

Vertical integration: Owning multiple stages of production & Distribution.

Answer 8

Production:
* Studio Entertainment- Marvel Studios, Pixar, 20th Centuary Studios)

Distribution:
* Disney Studios: Handles global theatrical distribution
* Disney+

Exhibition:
* Disney+
* Theme Parks= Shang-Chi characters appear in Avengers Campus in Disney Lands.
* Merchandise (Shang-Chi X Lego)

Question 9

Disney–Horizontal Integration?

acquiring competitors or complementary businesses at the same stage of production to expand its market share, reduce competition, and diversify content.

Answer 9

Acquring competing studios (to eliminate competition and absorb their IP).
Key examples-
Marvel was acquired by Marvel in 2009 for 4 billion (monopoly on superhero genre).

Lucas Films was acquired by LucasFilms in 2012 for 4 billion (monopoly on sci-fi/adventure genre)

Result: Disney now controls ~40% of the U.S. box office.

Question 10

Disney– Synergy

leveraging multiple owned platforms to cross-promote content, maximize profits, and strengthen brand dominance.

Answer 10

For example, Shang-Chi was promoted on ABC (TV), ESPN (sports), and Disney+ (streaming)

The film is also tied to theme-parks (Avengers Campus), and toys.

Question 11

Disney–criticism?

Answer 11

Monopoly fears: Critics argue Disney’s acquisitions stifle competition, and innovation.

Accussations of ‘Woke’ castings: The Little Mermaid’s Halle Bailey, Support and later recanting of the support of the Florida’s Don’t Say Gay’ Law.

Question 12

Hesmondalgh– Industry theory applied to Shang-Chi?

Answer 12

1) Franchise dependence: Marvel’s MCU phase model ensues predicatble profits. After Shang-Chi’s success Disney has confirmed a sequel.

2) Star power: Casted Simu Liu (rising star) and Tony Leung (A Hong Kong legend).

3) Culture Commodification: Representation is used as a commerce. Shang-Chi’s Asian-led cast is progressive, but also a market stategy to access Asian Cinema/ Asian Diaspora.

Question 13

Curran & Seaton– applied to Shang-Chi?

Answer 13

Media concentration: Conglomerates dominate, reducing diversity. Disney owns 40% of U.S. box office.

Commercialisation over competition: Profit-driven media marginalises alternative voices.