Disney-branded movies have broad appeal, inviting people of all ages to enjoy entertainment experiences together. From engaging stories and music to compelling characters on heartfelt journeys, there are aspects that appeal to everyone. Walt Disney Pictures movies carry Motion Picture Association of America (MPAA) ratings of G, PG or PG-13. While the Disney brand signals a family-appropriate experience, MPAA ratings and our own marketing cues help families understand which movies are appropriate for their needs. So while a G-rated movie like Finding Nemo would be appropriate for even the smallest children, a PG-13-rated movie like Pirates of the Caribbean is appropriate for families with teenagers, and perhaps mature younger children, with their parents' permission. By making a diversity of movies appropriate for families with different compositions, we help assure parents that there are quality family movies that their kids will enjoy, whether they are 5 or 15 years old.
For audiences other than young kids, we also distribute a variety of films under the Touchstone and Miramax labels. The labeling distinction helps consumers find the movies they want to see. Our branding helps audiences around the world understand that while a G-rated movie from Disney may be appropriate for the entire family, a Miramax movie may not be.
Playhouse Disney is created specifically with preschoolers, ages 2 to 5, in mind. At the center of Playhouse Disney is a philosophy aimed at nurturing the whole child – physically, emotionally and socially. Playhouse Disney comes to life in the form of Disney Channel programming, special attractions and experiences at Disney parks and interactive games crafted with preschoolers in mind. For example, Guests that visit the Playhouse Disney Live! attraction at Disneyland or Walt Disney World often notice something unusual. First, there aren't seats in this theater – everyone sits on the floor, preschool style. Also, it's a show where little ones don't have to be quiet and sit still. The entire audience is encouraged to jump up, dance and sing as part of the show. In these small yet important ways, the show puts the natural and age-appropriate behavior of young kids at the very center of the show and delivers a fun experience for them and their family.
As part of its brand promise, Disney Channel encourages children to participate in active and interactive ways; seeks to provide quality entertainment that stimulates and inspires active imagination, creativity, achievement and curiosity; and provides a forum that both values children and gives adults new ways to connect with them emotionally. Programming on Disney Channel has themes of communication, diversity and optimism and is designed to effectively reach Disney Channel's audience of children age 6 to 14 with a wide array of messages relevant to their demographic.
ABC Family bridges the gap between Disney Channel and ABC with breakout shows that resonate with the network's 14- to 28-year-old-audience - the Millennials. The cable network offers distinctive original and acquired programming on all platforms that reflect today's families in all their diversity, humor, dysfunction and passion. Original hit series such as The Secret Life of the American Teenager and Greek, and original movies including Holiday in Handcuffs and Cinderella Story have become signature programs reflecting ABC Family's brand of bright, optimistic and relevant storytelling about today's relationships. Examples of how ABC Family engages its Millennial viewers across multiple platforms include popular “viewing parties" and streaming episodes of its hit series on ABCFamily.com, as well as through VOD, iTunes and mobile phone content.
Parks and Resorts
The magic of Walt Disney Parks and Resorts began more than 50 years ago when Walt Disney dreamed up a new kind of family entertainment. While watching his daughters play at a park while he sat alone, Walt was inspired to create Disneyland – a place families could experience together, immersed in a fantasy atmosphere rich in detail and storytelling.
Today, at Walt Disney Parks and Resorts, we focus on universal themes and stories, bringing them to life in unique ways that families can enjoy together. Our parks are filled with experiences, shows and attractions created with the entire family in mind – from the initial concept to characters both classic and brand new, ride vehicles large enough for an entire family and musical melodies enjoyed by all ages. Our unique Imagineering team designs every detail – from the height of the porthole on the Finding Nemo Submarine Voyage to the faster-than-gravity drop of The Twilight Zone Tower of Terror to the interactivity of Turtle Talk With Crush - to appeal to every size and age. In Toy Story Mania! Mr. Potato Head engages guests from ages 8 to 80 in two-way conversation as they join the cast of characters from the Toy Story animated films loved by both adults and children alike. The seats and spring-action shooters were specifically designed for Guests of all ages, skill and heights, with a ride-game experience technically designed so everyone in the family can play and have fun.