There have been many important milestones in Disney’s rise to the pinnacle of entertainment history.  I believe the first major event was the release of “Snow White and the Seven Dwarfs.”  The company’s first animated feature, “Snow White” was so over-budget that many considered it a tremendous mistake.  The film proved the naysayers wrong by raking in $8.5 million in its first three months at the box office (Wasko, 2001).  The profit from Snow White helped Disney begin a major growth spurt.  A second important event in Disney history was the government work undertaken by the company during World War II.  This work, while not a financial windfall, sustained the company through a time that might otherwise have proven financially disastrous.  A momentous change in Disney’s timeline occurred when Roy Disney stepped aside and allowed Frank Wells and Michael Eisner to helm what would be one of the greatest decades in Disney history.

 History Channel Magazine, Cartoons of WWII

When viewing the documentary “Waking Sleeping Beauty,” I was surprised to learn that the animation department had ever been treated as Disney’s redheaded stepchild.  Growing up on Disney’s animated films, I would never have imagined that the animators were ever treated as less than artistic royalty.  While Disney has had many other types of successful productions, the animated features have always, in my mind, been the mainstay of all things “Disney.”  Disney executives seem to have realized the true value of animation when they maneuvered to bring Pixar into the Disney fold in 2006.

There are many keys to Disney’s success, but I believe the foremost is the company’s belief in diversification.  Disney has managed to obtain a piece of every entertainment-related pie imaginable.  With communication venues from T.V. to radio, print to cable, it is a simple matter for the company to cross-market itself and cross-merchandise its products.  I believe this diversification provides Disney with a degree of independence that sets it apart from other companies.

As for where I see the Disney company in 10 years…I would like to believe that Disney will still be the pinnacle of American entertainment that it has been most of my life.  I have read some things lately that concern me, however.  One article in the New York Times tells that Disney has fired a large number of workers, and replaced them with foreign workers.  To add insult to injury, the outgoing employees are expected to train their replacements.  I think that this type of corporate behavior could seriously backfire on Disney from a public relations point of view. 

It’s difficult to say which of Disney’s varied properties might be its most valuable.  The theme parks are undoubtedly a huge source of ongoing revenue for the company.  But a huge source of income continues to flow from the vault of Disney classics, which are new again for each generation of children. These films, their beloved characters, and the multitude of licensed products they inspire surely provide Disney with an enormous and continuous stream of income.  The greatest source of profit for Disney today may be the vast number of media outlets the company controls.  Disney owns a multitude of radio and television stations, as well as print media. 

  Statista.com

Despite its economic stronghold and dominance of the entertainment industry, Disney does experience its share of challenges.  A recent outbreak of measles was traced to an infected visitor in a Disney theme park. This finding sparked major concerns about contagious diseases finding their way across American borders via international visitors.  The constant threat of domestic and international terrorism must be carefully considered and plans put in place to ensure the safety of theme park visitors.  Lastly, the company should carefully consider the potential fallout from replacing American workers with foreign labor.  Disney has long been considered as American as apple pie, and decisions like that may seriously backfire on the company in the future.