“Disney Expert Uses Science to Draw Boy Viewers “
In Disney’s continuing effort to take over the world, they’re now doing this:
Kelly Peña, or “the kid whisperer,” as some Hollywood producers call her, was digging through a 12-year-old boy’s dresser drawer here on a recent afternoon. Her undercover mission: to unearth what makes him tick and use the findings to help the Walt Disney Company reassert itself as a cultural force among boys.
Ms. Peña, a Disney researcher with a background in the casino industry, zeroed in on a ratty rock ’n’ roll T-shirt. Black Sabbath?
“Wearing it makes me feel like I’m going to an R-rated movie,” said Dean, a shy redhead whose parents asked that he be identified only by first name.
Jackpot.
This is either really, really smart… or really, really sinister.
Children can already see the results of Ms. Peña’s scrutiny on Disney XD, a new cable channel and Web site (disney.go.com/disneyxd). It’s no accident, for instance, that the central character on “Aaron Stone” is a mediocre basketball player. Ms. Peña, 45, told producers that boys identify with protagonists who try hard to grow. “Winning isn’t nearly as important to boys as Hollywood thinks,” she said.
Actors have been instructed to tote their skateboards around with the bottoms facing outward. (Boys in real life carry them that way to display the personalization, Ms. Peña found.) The games portion of the Disney XD Web site now features prominent trophy cases. (It’s less about the level reached in the game and more about sharing small achievements, research showed.)
Okay, so it’s not much different than what a writer does — except for this:
Fearful of coming off as too manipulative, youth-centric media companies rarely discuss this kind of field research. Disney is so proud of its new “headquarters for boys,” however, that it has made an exception, offering a rare window onto the emotional hooks that are carefully embedded in children’s entertainment. The effort is as outsize as the potential payoff: boys 6 to 14 account for $50 billion in spending worldwide, according to market researchers.
All right, sure. As writers, we look for emotional hooks. It’s called making a connection with the script reader and potential movie audience. But doesn’t it seem a bit creepy to be so overt about “embedding” them to go after a $50B market?
What do you think? Disney: smart or sinister?
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