\chapter{What are the major objectives}


        Since the nomination of Michael Eisner to the head of the company, the Disney empire decided to awake <93>Disney Spir
it<94>.\\

        For that, he decides to be based on the possible effects of synergy between the various products of the group : if a
character is created, it should be used in the publicity of the trade partners (Nestle for example); if a tourist visits a pa
rk, it should be encouraged to buy memories, clothing and key-rings for example, but also of the video-cassetes.\\

        The parks will be used as decorations for advertising films, telefilms and films. If a star uses Disney for a film or
 a song, it will be necessary to make of it a character or an attraction of the park (it was the case of Michael Jackson or S
teven Spielberg).\\

        The topic of synergy must be taken again for the cartoons of full-length films : the strategy consists in bringing ou
t a film in the cinema then, a few months to later diffuse it in video-cassettes.\\

        Thus Pinocchio which was overdrawn in 1940 is arisen in 1984, bringing back 24 million dollars, and its exit in 1985
in video-cassette will bring back 11 million dollars.\\

        The great innovation was the fusion of the departments television, cable, video and cinema in only one general direct
ion : thus if a film does not go on a support, it can be perhaps essential elsewhere.\\

        To give weight to this strategy, Disney must renew its copyrights after 50 years, securing the maitrise of the proper
ty of its products.\\


        Moreover, the rate of production has to accelerate these last years : from a full-length film all the 4 or 5 years, o
ne passed to a full-length film per annum. However, not to tarnish the quality of the cartoons, Disney prefers to lose money
on each one of them, the profits coming from the <93>derived products<94> (publicity, memories, topic of attraction,...). The
 results are convincing besides.\\


        In 1988, Disney decides to repurchase the channel KHJ-TV of Los Angeles, the oldest television broadcast station of t
he world (it started to emit in 1931), in order to have a direct acces to the public to sell his films and to make the promot
ion of its parks and products for human consumption.\\


        Today, Disney Company is in fact a complex structure, intended to promote the various sectors.
        Thus, in the only field of the studios, we have four labels : Touchstone, Disney (for the cartoons), Hollywood Pictur
es, Buena Vista for television, cable television and video.
        For products for human consumption (sector which has the strongest progression), we have Disney Licensing (sale of re
production rights for the merchandisage, publicities, shows televised,...), Disney Publishing (licences for data base and pub
lications various), Art Program (sale of reproduction of drawings), Walt Disney Records (sale of film musics of Disney), Walt
 Disney Computer Software allied in Nintendo (exploitation of the Disney characters in the video games), Disney Educational P
roduction, created in 1952 (production of films educational ends). It is necessary to add Hollywood Records which promotes th
e music of the Disney films and produces also discs of promising or recognized artists (it was the case of an album of Queen
for example).\\
        Lastly, since 1987, shops Disney (160 in 1992) are created. In addition Disney Development Company directs all the de
velopments and constructions apart the parks to topics : hotels, restaurants, centers of leisures,...\\