Disneyizing home entertainment distribution

Abstract

This chapter explores Disney’s strategic exploitation of home video (and subsequent home entertainment) media, particularly from VHS to Blu-ray, with distinctive forms of repackaging and repurposing of animated films. Disney, above all other Hollywood studios, has found ways to develop and maintain the value of its library--and to expand the Disney brand, claiming ownership, or Disneyizing, the library titles of subsidiaries and partner production companies (Pixar, Touchstone) and even their own use of the technologies (Disney DVD, Disney Blu-ray). Disney’s actions have been large-scale and prolific, mainly because of the size of the corporation and their actions. This has made Disney particularly influential within the physical home media industry.