Discussion about the Product Essay Example | Topics and Well Written Essays - 750 words

Discussion about the Product - Essay Example In 1991, Pixar contracted with Disney to product three computer-animated feature films which started with Toy Story.2 The partnership evolved until the current amalgamation. Pixar’s claim to fame is its revolutionary method of producing animated feature films and is the basis of its success. The animated feature film produced by Pixar departs from the traditional method of painting and drawing its shots. Instead, by virtue of its RenderMan and other software products, Pixar choreographs its movements and facial expressions via its computer software.3 Pixar’s greatest contribution to the film industry is its â€Å"three-dimensional-looking animation.†4Pixar, since its inception has â€Å"accounted for† approximately one quarter â€Å"of the animation box office.†5 Pixar competes primarily in the Motion Picture Production and Distribution industry although it does compete in Media and Video productions as well as Computer Software which includes Multimedia, Graphics and Publishing Software.6 Pixar’s main competitors are Vanguard Films another Computer Graphics’ production company as well as DreamWorks and the major motion picture producers such as Universal Studio, Sony, Warner Brothers and MGM. Certainly independent film producers offer some level of competition as well. However, Pixar’s quality films and its track record, having won eight academy awards has proved Pixar with a brand name that safeguards its position in the feature film industry.7 As Wharton Marketing Professor Jehoshua Eliashberg observes: Moreover, Pixar as a brand is firmly established in the film market. Its amalgamation with Disney and even stronger brand name not only fortifies Pixar’s place in the feature film market but serves to strengthen it. In today’s film industry, the average consumer already has an expectation that any film