Case studies

The PR Magic Behind “Inside Out 2”

By Algairén Artiaga on July 1, 2024

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The various emotions from Inside Out hold up letter signs spelling out Team Riley.

In the world of cinema, a movie’s success is often attributed to its storyline, animation quality, and star-studded voice cast. However, a critical yet sometimes overlooked component of a film’s triumph is the strategic communications and public relations efforts that create buzz and engage audiences. Disney and Pixar’s Inside Out 2, a highly anticipated sequel to the original 2015 hit, is an exemplary case of how effective communications and PR strategies can contribute to a film’s success.

Building anticipation: Teasers and trailers

One of the first steps in generating excitement for Inside Out 2 was the release of teasers and trailers. These short videos are designed to give audiences a taste of what to expect without revealing too much of the plot. Pixar strategically timed the release of the initial teaser to coincide with major events, such as Disney’s D23 Expo, ensuring maximum visibility and media coverage. This approach not only heightened anticipation but also encouraged fans of the original film to start spreading the word on social media.

Social media campaigns: Engaging and expanding the audience

Social media has become an indispensable tool in modern PR campaigns, and Pixar utilized it to its fullest potential for Inside Out 2. The campaign included interactive content, behind-the-scenes looks, character introductions, and fan contests. Platforms like Twitter, Instagram, and TikTok were used to create a steady stream of content that kept the film in the public eye. By leveraging hashtags and collaborating with influencers, Pixar was able to engage both young audiences and their parents, expanding its reach.

Media relations: Securing coverage and reviews

Securing media coverage is another crucial element of a successful PR strategy. Pixar’s PR team meticulously organized press junkets, exclusive interviews, and special preview events to ensure that Inside Out 2 received extensive media attention. Key cast members and directors were featured in prominent magazines, talk shows, and online publications, discussing the film’s themes, production process, and their personal experiences. This widespread coverage helped to reach a broad audience and build credibility through trusted media outlets.

Community engagement: Tapping into emotional resonance

Inside Out 2 follows the tradition of its predecessor by exploring complex emotions and mental health themes. Pixar’s PR team capitalized on this by partnering with mental health organizations and hosting discussions around the importance of understanding and managing emotions. These partnerships not only generated positive publicity but also positioned the film as a socially relevant and impactful piece of entertainment. Community screenings and Q&A sessions with psychologists and therapists further deepened this engagement.

Merchandise and partnerships: Extending the experience

Pixar developed a range of merchandise and forged partnerships with various brands to sustain interest beyond the initial release. From toys and apparel to books and educational materials, these products allowed fans to bring the magic of Inside Out 2 into their daily lives. Strategic partnerships with fast-food chains, toy stores, and online retailers ensured that the film remained a topic of conversation, even months after its release.

Box office success: The numbers speak

The success of Inside Out 2 can be quantitatively measured by its impressive box office performance. According to The Walt Disney Company, the film grossed over $300 million globally within the first week of release. This financial triumph directly resulted from the comprehensive and strategic PR efforts that kept the film at the forefront of public attention.

Congratulations to Disney and Pixar on this incredible achievement! Your dedication to creating meaningful and entertaining content is truly inspiring. As a fan, I cannot wait to head to the movies again and experience the emotional journey of Inside Out 2. Here’s to many more successes and passionate stories from the talented team at Disney and Pixar!

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