Staying ‘One Jump Ahead’ of the Competition

aladdin.jpg.size.xxlarge.promoWhat is the first thing you think of when I say Mary Poppins, The Lion King, Beauty and the Beast, The Little Mermaid, Newsies or Tarzan? That’s right . . . Disney. Well there will soon be another production to add to that list as Disney has announced that they will be bringing a new production of Aladdin to Broadway!

The Disney brand is possibly the strongest brand in existence. Disney means the same thing to whoever you ask in any corner of the globe – Quality Family-Friendly Entertainment. And luckily for them, they have very little competition in this marketplace as they are light years ahead of all their competitors. In fact you may as well use the famous Buzz Lightyear catchphrase to describe the company: ‘To infinity and beyond’!

And when it comes to convincing customers to engage with your brand, especially on Broadway, this strong and reliable brand translates into near certainty that audience members will enjoy themselves. Which ultimately leads to huge numbers of ticket sales.

But that is a discussion for another time.

The topic of today’s article is how these shows break onto the Broadway scene and stand out against all the noise from their many competitors. And there is one advantage that Disney has over all other Broadway productions that helps them achieve this . . .

Production Value

The Disney brand is rather well-versed in creating content which has very high production value as they have some of the best content creators in the world working on producing their huge catalogue of movies. So why not pinch these people from LA and use them for your Broadway show?

Check out the Good Morning America performance from Disney’s most recent Broadway musical, Newsies:

Is there a single thing about this video that leaves you with any doubt about enjoying the musical?

Well, the high production value of these performances has certainly helped Newsies to keep their weekly attendance about 100% capacity. And it just keeps on giving, as people continue to use YouTube to make their decision about which shows to see. Even the ingenious idea of using several Times Square streets helps to show that the size of the musical is comparable to the phenomenon that is The Lion King.

So the only real question left is: How are they going to announce the opening of Aladdin?

I would herald the arrival of Agrabah’s petty theif, Aladdin, by recreating the song One Jump Ahead down Times Square replacing the palace guards with NYPD Police Officers. There are plenty of shops to knick goods from and plenty of dressing rooms to accidentally stumble upon down that famous strip of road. But I have no doubt that Disney will come up with an idea that is beyond all of our imaginations (probably put together)!

While Disney is still deliberating over their marketing, let me know in the comments below what you would do to promote the arrival of Aladdin to the Broadway marketplace.