The live shows They have become one of the most powerful pieces of the gear Disney in Latin America. In a scenario where the company combines cinema, television, streaming and consumer products, face -to -face experiences are the direct bridge with the audience: the moment in which the stories “come alive” in front of the audience’s eyes. Argentina occupies a central role in this scheme and confirms the company itself.
“In Disney we combine the best of two worlds: the global force of our brands and stories with a deeply local look,” he explains Willy AvellanedaVice President of Out-Off-Home of The Walt Disney Company Latin America. This formula – cultural globalization and adaptation – is behind the sustained success of shows as Disney on Ice, The Little Mermaid in musical version or local productions such as An unforgettable Christmas.
A creative machinery with Argentine label
The key to the model is the combination of two flows: the importation of large global shows that adapt with Argentine talent, and the creation of entirely local shows that are then exported. Disney in concert: a symphonic tour He was born in Buenos Aires and turned through the region. An unforgettable Christmas It was conceived and released in Argentina and, after its success, it arrived in Brazil. Even proposals developed in other markets in Latin America, such as Pixar world In San Pablo, they had worldwide rebound in cities such as Madrid, Barcelona, Seoul and Brussels.
“This model enhances the local creative industry, exports talent and, above all, offers close, authentic and relevant experiences for Latin American families,” says Avellaneda. Behind each title there are months – or even years – collaborative work: casting, scenery, costumes, music, essays and the involvement of Disney creative equipment that guarantee technical and artistic standards.
The value of shared emotion
If something distinguishes Disney’s strategy is that live shows not only seek to entertain: they aim to cause emotion. According to Avellaneda, “the key is the emotional connection with the public. Live shows are integral experiences where our stories, characters, music and atmosphere converge. ”
The result is a deeply multigenerational phenomenon. Parents and grandparents who grew up with films lead children and grandchildren, producing a unique cultural transmission effect. Hence a show like The Little Mermaid prioritize family fantasy, while Marvel Studios’ Infinity Saga in Concert Bet on the epic and a more adult tone. “In both cases, the final objective is the same: create magical moments enjoyed in company,” summarizes the Executive.
The impact on the box office is remarkable: these last winter vacations, Disney reached about 50% of the family office box in Argentina With your live proposals. A figure that reflects the weight of the phenomenon in a competitive market and that, at the same time, makes it the closest experience that Argentines have to Orlando’s theme parks.
Argentina, regional epicenter
In recent years, the company also sought to expand the scope of its shows in terms of inclusion. Distended functions were added and with accessibility resources for people with different types of disability. “We are proud to know that more and more people can enjoy our proposals and feel welcome to create unique memories,” says Avellaneda. The decision not only responds to social responsibility, but also to a Strategic vision: an inclusive show builds community and loyalty public.
The Disney Regional Office operates from Buenos Aires, which makes the country a decision center for Latin America. But also in a seedbed of exportable cultural products. The magic boxreleased worldwide in the Argentine capital, already toured South Africa, United Arab Emirates and China. The same path followed symphonic concerts based on the large sound bands of the company.
“We confirmed something that we sensed: our stories have a real and deep emotional connection with the public, beyond the borders,” says Avellaneda. However, it also warns that success depends on adapting each proposal with local sensitivity. This cultural hybridization capacity explains how a product born in the Río de la Plata can excite in Asia or Europe.
The gear of an ecosystem
Live shows do not work in isolation. They are a key piece within what Disney calls their “media ecosystem.” They are articulated with cinema, Disney+, Radio Disney, TV channels, influencers and merchandising. Everything aims to build a complete route that starts with the announcement, crosses the theatrical experience and extends in the consumption of digital products and contents.
Avellaneda graphs it with an example: “Disney celebrates: an unforgettable Christmas had an impact such that the sale of products in stores was so successful that the available stock was exhausted.” The same happened with Mickey, it all started with a mousewhere the public turned the exhibition into an experience of integral consumption.
In business terms, The living multiplies the value of the brand: attracts audiences, generates ticket sale, active merchandising and reinforces the loyalty that later translates into streaming subscriptions or cinema assistance. For Disney, it is not a secondary business, but a transverse catalyst.
The future: immersive experiences
The trend points towards the immersive. Experiences like Pixar world o The adaptations of great classics to the theatrical format show that the public demands not only to see, but “enter” the Disney universe. And there, Argentina appears as an ideal laboratory: a family market, with theatrical tradition and technical capacity to innovate.
The combination of local talent, global resources and cultural sensitivity It allows Disney to consolidate a business that transcends entertainment logic to position themselves as a cultural and economic phenomenon. The strategy seems clear: reinforce live magic, enhance it with the media ecosystem and project it from Latin America to the world.
In the words of Avellaneda, “live events represent that unique moment in which our fans are face to face with their favorite stories, generating a direct, emotional and shared connection with their loved ones.” A definition that not only summarizes the phenomenon, but explains why Disney remains an irreplaceable player in the global show market.
By rn
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