Starting July 20th, Pixar fans living in São Paulo will be in for a pleasant surprise. The Mundo Pixar exhibition begins in the city, at Shopping Eldorado. To find out about how this event was produced and what the company’s future plans were, we had a word with José Franco, Head of the OOH area and Felipe Almeida, the company’s Entertainment Executive.
Check out our interview with José Franco and Felipe Almeida:
AdNews: Disney is a company that seeks to immerse its audience a lot, this can be seen even in the company’s parks around the world. Does the Pixar World event also have this quest for audience immersion?
Jose Franco: Yes he has. This is an event that we are very proud of, for having been conceived and created in Brazil, to make an immersive and physical experience. This is an event prepared before the pandemic, and at the time we didn’t even imagine that we would have this even greater desire for physical contact.
It’s worth remembering that Pixar is a company very well known for the details, in everything they do, so we went through a careful process even with the creators of the stories, to seek as much detail and an immersive experience as possible.
Felipe Almeida: And it’s Pixar’s largest extension project ever done anywhere in the world. There are several rooms, and in each of them we walk through a different Pixar movie, with a different experience.
AD: We know that Pixar has been a studio for over 20 years, with several films that have marked different generations. What exactly is the focus of the event with these audiences? Looking for the most nostalgic or the latest fans?
Jose Franco: Look, this is a difficult question to explain. That’s because the event was built for all audiences and all different ages. By doing an event like this, we imagine that we will have people who are Disney fanatics, to people who saw the movies three days before. So there’s not much of a decision to be for a specific audience, it’s for everyone.
Felipe Almeida: Our target is the Pixar fan. And who is the fan of the franchise? Everyone. Everyone identifies in some way, and everyone who identifies is our audience.
AD: Is there a plan to bring events like this, but from other franchises, such as Star Wars or Marvel, to Brazil?
Jose Franco: Just as we had this idea for Pixar, we also have others for São Paulo and the rest of Brazil. The big point is that we want to launch this one first, see how it works and if it works. One of the great difficulties of this project was “how to bring the best experience to the consumer?” and from there, of course, there are other franchises that can be made on top of that, but first let’s see how the birth of this “baby” will be on July 20th.
But you can wait for news, yes, because we have a lot of ideas. Even too many ideas, we have to calm down. But with the amount of franchises we have, the material is very large.
Felipe Almeida: Remembering that in addition to Pixar World, we also have other initiatives that take place in parallel, and also after the event. In São Paulo, for example, we have Pixar InConcert, which is a musical about Pixar, with a philharmonic orchestra. In August, we also have the Star Wars InConcert here in São Paulo.
So we have a lot of initiatives within the world of events, apart from the Pixar World exhibition. A lot of Disney related events are going to start happening going forward.
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