Disney Case Study Q3

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Date Submitted: 11/27/2012 07:54 AM

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3. Why is High School Musical so successful in global markets?

High School Musical is a 2006 American television film that about two high school juniors from rival cliques – Troy Bolton, captain of the basketball team, and Gabriella Montez, a beautiful and shy transfer student who excels in math and science. Together, they try out for the lead parts in their high school musical, and as a result divide the school. Despite, other students’ attempt to thwart their dreams, Troy and Gabriella resist peer pressure and rivalry, inspiring others along the way not to stick to the status quo. High school diva Sharpay Evans will do anything to sabotage the friendship between Troy Gabriella and also get a lead in the school musical, assisted by her brother Ryan.

Upon its release on January 20, 2006, it became the most successful film that Disney Channel Original Movie ever produced, with a television sequel High School Musical 2 that release in 2007 and the feature film High School Musical 3: Senior Year in 2008. The film’s soundtrack was the best-selling album in the United States for 2006. High School Musical was Disney Channel’s most watched film that year with 7.7 million viewers. Globally, High School Musical has been seen by over 225 million viewers.

I think that High School Musical is so successful in global markets because of the infectant power of music. The songs in the High School Musical have been cover by other countries’ singer all over the world in different languages. Besides that, they have taking a real global approach by “act local”. They made other versions of movie for other’s countries market too, such as Indian version, Russian version and so on. For example, the standard strategies those are visible in the global marketing of High School Musical including dubbing content into local languages, creating content locally or drawing on local themes, and running local promotions and competitions. The ‘My School Rocks’ dance competition, run in conjunction...