Disney's Cinderella

March 16, 2015 7:09 PM

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Disney's Cinderella

By nearly every measure, Disney's new live action Cinderella is a success. It took in $70 million over its first weekend domestically, attained an admirable 83 percent Rotten Tomatoes score from critics, and grabbed an impressive "A" CinemaScore from moviegoers. Having seen it this weekend, I can give it high marks for both entertainment value and its efforts to preserve the ancient tale. But success is not only measured by riches and accolades obtained, but also by opportunities lost.

The marketing term "positioning" refers to the unique and important benefit that a product, brand and/or franchise delivers to a target audience. In a positioning sense, Cinderella might be said to be a rags to riches story of a neglected young girl forced into unjust servitude but who unexpectedly ...

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