- This topic has 12 replies, 5 voices, and was last updated 5 years, 8 months ago by
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Ok, I know I didn’t want to go see this silly movie either. It was at the dollar theater and my daughter was meeting some friends there, so my wife and I decided to tag along.
Wow! What a great movie. I want spoil anything (it is all in the official trailer – link below). The plot is that Ralph and his friend Penelope are video game characters and a part on their game breaks. The owner doesn’t want to pay the money to get the game fixed so the game will be shut down if they can’t get the part for this vintage video game (sound familar?!) The only place they can find the part is on ebay! So Ralph and Penelope have to go into the internet to find this part on ebay.
It is a Disney movie done very well and Disney even pokes fun at itself.
There are two surprises in the credits. Watch all of the credits or you will miss it!
Mark
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It’s a Disney movie… Ebay paid, and paid big time to get that much screen time. Disney is an entertainment company but really they are a money making enterprise.
You’re right, it looks like a great movie. To be honest though, I love the newer Disney movies and I LOVE Pixar movies.
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It was Free. Thats what this article says:
https://adage.com/article/cmo-strategy/wreck-ralph-ebay-starring-role/315748/
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I’m shocked that they didn’t have to pay for that advertising. Maybe I shouldn’t be so cynical, after all.
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They may not have paid straight money for the deal, but instead exchanged some earned/owned equity or something like that. I work in the advertising/marketing industry and there are always “creative” ways to get paid.
The article does say “Disney benefits from the exposure eBay is giving the movie via its own paid advertising. For instance, eBay is running a 30-second TV spot showcasing its starring turn. It also amped up its social mentions about the film, and has a dedicated merchandise site. In the UK the brand is running some out-of-home marketing as well.” That co-branded advertising may even be more valuable than $1MM fee paid directly to Disney for the brand mentions.
Other examples could be: perhaps eBay is allowing Disney to open a storefront for $0 fees, or eBay promotions will feature Disney items prominently, etc. That all being said, there’s also the slim chance that Disney said there’s no way this story works without eBay so we’ll do it for nothing – but I think they could have gotten around it by saying “we can only find this part on the internet” as opposed to eBay specifically.
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