The global phenomenon Inside Out 2: how Pixar reaches the heart of viewers

“Inside Out 2” is the new animated film by Pixar, released in theatres the last 19 June. In less than a month from his launch, the movie exceeded the extraordinary figure of 37 million euros, becoming the highest grossing animated film ever in Italy. Behind the global phenomenon there is not only a cinematography success, but the manifestation of a communication strategy carefully designed to touch the heart and the mind of audiences.

Following the steps of the prequel, the movie explores the universal emotional themes, becoming accessible to viewers to all ages: the strength of “Inside Out 2” lies in its capacity of connect deeply with the public, facing the complexity of human’s emotions in an innovative and captivating way.

The plot, which has been created to attract children with colourful adventures and engaging characters, is able to passionate and make adults empathize, which can appreciate the psychological complexity of the mind and live again the moments of emotional chaos typical of adolescence.

One of the most important aspects of “Inside Out 2” is its capacity to educate while entertains. The film addresses issues such as the acceptance of one’s emotions and the management of changes by offering valuable lessons: in an historical era in which mental health is increasingly the focus of attention, the film offers itself as an educational tool that can help parents and children discuss these topics in an open and understandable way.

At the base of the success of “Inside Out 2” an important role is played by the marketing and communication strategy adopted to promote the movie: based on emotions and authenticity, the technique combines strategic collaborations with global brand as Uber, Bubble Skincare, McDonald’s and Spotify. In particular, Uber launched a new campaign with the main characters of the movie to promote the new function of account dedicated to teenagers, while McDonald, presented the new Happy Meal. Bubble Skincare introduced the new limited-edition packaging themed Inside Out and Spotify published new playlist entirely based on the emotions of the film.

Furthermore, to engage viewers and prepare them for the return of Riley and her emotions, teasers, advertising campaigns and a strong presence on social media has been proceed, creating an high expectation and a strong desire to the audience, which has contributed to maintain an high attention and have stimulated the word of mouth, making it and out-and-out cultural event.

“Inside Out 2” confirms itself a success since it is able to combine an emotionally resonant narrative, high quality animation, educational messages and innovative strategies of marketing in just one product.

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