Ya know…
Reality really does come at you hard. Whether it’s a wannabe Mr. Universe trying to lift weights way out of their capacity without a spotter on hand, or a drunken 20-something year old woman who’s watched way too many Marvel movies, thusly thinking she can take on a grown man twice her size.
Or in this case, my example is Mr. Bob Iger, the CEO of a multibillion dollar entertainment company from which we all grew up watching and loving. Bob decided it was a good idea to wade into the middle of a highly divisive culture war and somehow not expect to alienate a massive chunk of the company’s potential audience. He thought it would be a good idea to change the public perception of Disney from a wholesome, patriotic, family friendly, and highly respected entertainment brand, that strove to honour the ideals and principles of its founder, into a sinister corporate behemoth that gobbles up studios, and intellectual properties, like Andre the Giant used to do to hors d’oeuvres at a party. He decided to cannibalize and destroy beloved franchises and legacy characters, with a series of disastrous sequels and soulless remakes, using the talent and hard work of previous generations, as a convenient platform to push out political and social agendas that pander to a certain small segment of society, who have really loud voices.
To put it in diplomatic terms, this turned out to be a “sub-optimal” strategy. In case the collapsing share value,
cratering theme park attendance, flatlining box office revenue, and a highly publicized and damaging political battle weren’t enough to clue you in on this fact, then a recent Iger’s statement during an investors presentation at Disney world, when he said he want to quiet the noise around the culture war, is finally the nail in the coffin.
That’s basically what is known as the executive equivalent of saying, “Yeah, I fucked up, bro.” And it’s likely that will be as close to a public admission that people aren’t buying what they’ve been selling, no matter how many times they try to do it.
Their only options now are whether to change course rapidly, or go bankrupt. I’ll admit that my first reaction to this statement was a quiet chuckle to myself. He’s acting like someone setting his whole neighbourhood on fire, and then acting all shocked when his own house burned to the ground.
His battle with politicians, and social justice warriors is just another example of how he’s been operating with a hugely divisive mindset.
But no matter which side you choose to throw your support behind, you’re just going to seriously piss off the other side, thereby cutting your potential audience in half. I mean, I’m no businessman, but I’m pretty sure this is NOT a winning business strategy. And I’m not gonna lie here, Bob. You delusional fool: you chose to pander to a particular difficult group to please.
Because here’s the thing: it really doesn’t exist in the first place.
It’s less of a demographic group but seriously more of a loose collection of terminally online, perpetually offended, serial complainers for who the idea of nuance and compromise is as offensive and alien as having to listen to a conflicting point of view. People like that will never be happy, now matter how much of your previous work you censor, remove, and edit to try to appease them, they’ll always find a new thing to be offended and outraged by. No matter how many concessions you make, no matter how much ground you give them, their demand is always going to be the same:
MORE.
Until eventually they’ll demand something you can’t give them, in which case you will become the enemy just like everyone else.
Iger’s predecessor Bob Chapek, committed the heinous crime of not wanting to get the company embroiled in a highly divisive political debate in Florida against the man who had the power to royally screw things up for Disney. Before you knew it, the activists were all over it, forcing Chapek into a humiliating public “climb-down”. But tell me Bob: Did this actually help your company in any way? Did suddenly people flock to your theme park, or rush out to see your movies? Uhhhhh….no. Not so much.
The only thing you managed to do is lose your special tax exemption on the land around your theme park, thereby massively increasing your operating costs. It also dragged into a very expensive legal battle that continues even today.
But none of this needed to happen, and it sure as hell wasn’t a hill Chapek had to die on. Why, you may ask???
Because Bob, you’re a goddamn entertainment company, not a political party! People don’t want a cause or have you push forth an agenda of any kind, because that’s not your job. Normal people don’t need you to fight for, or against them. And they sure as hell don’t need praise or require lectures.
Normal people watch your movies or go to theatres or your theme parks to have a bit of fun! They want to escape the worries and pressures of everyday life for a couple of hours. They want to lose themself in the fantasy for a while.
THIS is your core audience:
THIS is your core audience:
THIS is your core audience:
This is NOT:
The last thing your core audience wants from a family entertainment company to run into the same preachy, divisive pandering they get by being bombarded with it on a daily basis.
And the thing is, while I can respect the fact that Iger, is now facing the problem he created years ago and figuring out what he needs to do to fix it, I honestly don’t think he appreciates the monumental effort it’s actually going to take. Talk is cheap. Actions are what count here, and this one is going to require the Mt. Fucking Everest of actions to put right.
Disney as a corporation is riddled with this stuff now at every level. It’s become part of the corporate culture mostly because he allowed it to happen. He let the fox into the henhouse and not only are they eating all his chickens, but they’re multiplying at an exponential rate. And believe me, they’re not going to be leaving without a fight.
Getting rid of them is going to require mass firings on a level never before seen, gutting the company from top to bottom. Not to mention the ongoing vigilance they’ll require to ensure they don’t get back in. And to be honest, I don’t know if a 72yr old man who’s already postponed his retirement multiple times, has the resources, the energy, or the political capital to get the job done.
Reality truly does come at you hard. But I think in Disney’s case, they might be a few years too late in acknowledging it.