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The digital auteur: Branding identity on the Monsters, Inc. DVD

2005; Taylor & Francis; Volume: 69; Issue: 2 Linguagem: Inglês

10.1080/10570310500076734

1745-1027

Robert Alan Brookey, Robert Westerfelhaus,

Cinema and Media Studies

Recently, Pixar and Disney parted ways, severing a very profitable partnership. The authors of this study argue that this business split is anticipated in and facilitated by the extra textual features included with DVD releases of Pixar films. To illustrate, the authors examine extra features accompanying Pixar’s DVD release of Monster’s, Inc. This examination identifies how Pixar strategically excluded Disney from such material while at the same time positioning itself as a corporate auteur capable of delivering high quality family friendly entertainment of the kind for which Disney has been famous. This study thus highlights the commercial implications of DVD extra text.