Notable box office ‘Raya And The Last Dragon’ driven by Asian promotion partners – Deadline

EXCLUSIVE: Today, Disney launches Raya and the Last Dragon, what is arguably his first domestic theatrical hybrid release; second in the world if you count Mulan. The animated film, which is booked in 2,045 cinemas, with no more than 250 Cinemark locations, but including the newly reopened New York City market, is on its way to raising a notable $ 3M today and between $ 9M- $ 10M domestic this weekend, according to industry estimates, available on Disney + for an extra $ 30.

So, when it came to building a list of promotional partners, Disney’s senior vice president of global marketing partnerships and promotions, Lylle Breier, and his team took into account the title’s domestic audience and growing movie audience during the pandemic.

Even more remarkable about the Raya and the Last Dragon campaign, not only is Disney partnering with brands that are authentically Asian and true to the spirit of the film, but the film studio is supporting and supporting a number of young local advertisers.

“We have great general market partners McDonalds, LG, P&G and Kellogg’s, but we also wanted to be sure to mix our promotional program with some authentic Southeast Asian brands, like Omsum and Sanzo, to really reflect that this film is such a beautiful tribute to Southeast Asian culture, ”Breier told Deadline.

“We have very smart cultural consultants in the film, our filmmakers and cast are incredible and very involved, so we are looking for very authentic brands,” he adds.

Disney worked with the Gold House agency to find partners like Omsom and Sanzo, who agreed with RayaThe story of a warrior who is determined to find the last dragon in a kingdom known as Kumandra, a reinvented Earth inhabited by an ancient civilization.

“It is a contemporary film and it is happening at an unprecedented moment in the world, so we wanted to do a modern campaign where we could find some excellent brands that are doing a good job in meeting people where they are, as well as the choice we are offering our customers. invited to see the movie in theaters or at Disney +. The cooking club Obe Fitness and Raddish are two brands that really found the moment and are thriving ”, explains Breier.

Water is an important reason in Raya, so Disney teamed up with the first Asian American-inspired sparkling water, Sanzo, initiated by the Filipino American Sandro Rocco. The promotion focused on Calamansi-flavored water, an acidic citrus fruit native to the Philippines and other parts of Southeast Asia. THE Raya-The Sanzo campaign includes a personalized ad space, paid social support and the purchase of the drink website.

Aiming at the main demo of the photo, Disney joined Radish, the premier monthly subscription kit and kids’ cooking club, with recipes created specifically for them to learn key culinary skills and increase confidence in the kitchen. The campaign consisted of a social media draw, a personalized spot, digital media, two pieces of content and three Raya– themed personalized recipes and kits with co-branded packaging. In particular, there were cooking events and a Facebook Live, featuring Southeast Asian chef David Nguyen of the Magic Kingdom Park at Walt Disney World, who spoke about the importance of food and culture within Raya.

Also based on the photo’s food theme and feminine power, the studio found an ideal partner in the Asian spices and sauces brand Omsom, co-founded by sisters Vanessa and Kim Pham, who are first generation Vietnamese-Americans, daughters of Vietnamese refugees. Omsom will present Raya themed packaging in your Southeast Asian sample with recipes, along with a personalized ad, and pushes on your social media and website for the feature.

Drawing the attention of Generation Y at home to Raya was also a priority for Disney, and a live and on-demand fitness instructor Obe served as the studio’s main advertiser. Qui Nguyen, co-writer and fighting choreographer of Raya and the Last Dragon, met with Obe’s instructors to discuss the inspiration for the film, the fighting styles and how these styles have played a role in health and fitness in many cultures. Of this six of ten minutes Raya inspired classes were created, inspiring families to be strong and discover the inner hero, including Kumandran Magic Sculpt, Kumandran Magic Dance Cardio, Battle Squad Family Friendly Strength, Battle Squad Family Friendly Dance HIIT, Heart of Raya Strength and Heart of Raya HIIT (high intensity interval training). Overall, the Obe campaign generated 3.8 million impressions.

Car manufacturers are usually the biggest promotional partners that bring a considerable amount of money into a campaign, however, they were very challenged during the pandemic with declining sales and a delay in delivery of last year’s models. That said, fast food advertisers’ take-away and drive-in businesses continue to grow during Covid, with these brands providing the second largest slice of cash value for a photo campaign. McDonalds has been a longtime partner of studio Burbank, Ca and they are delivering a 360 degree campaign, including the Happy Meal brand and photo action figures, as well as a personalized ad along with digital activation. All in 70 million Raya the numbers will be available at 20,000 McDonalds restaurants.

Other perennial Disney promotional partners returning to Raya include Proctor & Gamble‘s Oral-B toothbrush and Crest toothpaste that will be emblazoned with the logos and heroin in the photo. These licensed products will be available from Target and Walmart. Kellogg’s they will also be promoting the film on their social channels.

As Disney raises the profile of its Disney + streaming service, they want audiences to know how they can bring the cinema experience home. Similar to the second season of The Mandalorian who joined the Sonos soundbar, LG OLED TV was a great technology partner for Raya. The TV line is known for its intense colors and perfect blacks, without flicker and minimal blue light – ideal for watching the feature film of vibrant colors by filmmakers Don Hall and Carlos Lopez Estrada. LG’s marketing included a personalized spot, digital and social impulses and, in addition, they sponsored the Raya and the Last Dragon live broadcast of the “Learn to Draw” red carpet launch event.

“No brand is too small if the quality is there, if there is authenticity, if there is compromise and if we can make a program that is really good; which is the first ”, exclaims Breier about Rayapromotion partners, “Our promotion team is very attentive, specific and attentive with each film we work on. No campaign is the same ”