What was the goal of Disney's marketing campaign for Alice in Wonderland?

• A. To keep the theatrical release fresh in consumers' minds by shortening the DVD release window.
• B. To delay the DVD release to maximize theatrical profits.
• C. To promote only through social media without traditional ads.
• D. To release the film exclusively on streaming platforms.

Answer: (A)

In film marketing, the aim is to keep the film top-of-mind for audiences across multiple platforms and to turn theater-goers into home-viewers and merchandise buyers. For Alice in Wonderland, Disney shortened the time between the theatrical release and the DVD launch. By moving the home release up, they rode the film’s built-in momentum while buzz was strong, encouraging early demand from fans to own or rewatch the movie. This approach helps maximize overall profits by sustaining attention and revenue streams after the theatrical run ends, rather than letting interest fade before the home release. The other options either slow down revenue, rely on a single channel, or misalign with how studios typically monetize a major release.