THE NARRATIVE EXPANSION OF WRECK-IT RALPH! THE REVERSE STRATEGY AS A COMMUNICATIVE MODEL FOR DISNEY ANIMATION CINEMA

Abstract

This paper is a research about the development of the transmedia narrative for an animated film by Disney. Particularly, the communication actions assumed by this film company to keep its productions present in the consumer’s life are studied in detail. Thus, we have studied the case of Wreck It Ralph! (2012), where a reverse product placement was developed. This exploration has required a qualitative methodology that has led us to investigate the implementation of this type of tools in a theoretical way. Likewise, an interview was conducted with Walter Crockett, Disney’s digital marketing manager, in order to reach a pragmatic view on the issue. Consequently, we obtain a study that shows the dimensions and tools designed to extend the story of an animated film.