DreamWorks Animation SKG Studios | Principles & Practices

Ricky Laubenstein

DREAMWORKS ANIMATION SKG

A Brief History

Steven Spielberg, Jeffrey Katzenberg, and David Geffen founded DreamWorks SKG in 1994. The “S”, “K”, and “G” comes from the first letter of the last names of the founders. The combination of Spielberg and Katzenberg’s directing prowess, with Geffen’s unmatched musical soundtrack production, turned the company into an instant powerhouse. Their focus was to create and distribute animated feature films. They made partnerships with Microsoft and special effects company PDI in the mid 90’s to increase production quality. The company was eventually sold to Paramount but has created nearly thirty films since it was founded.

Corporate Figures

Jeffrey Katzenberg- Chief Executive Officer and Director

Despite co-founding the company, Jeffrey has only served as Chief Executive Officer and member of the Board of Directors since 2004. He has a long history of success including being chairman of the board of The Walt Disney Studios for ten years from 1984 to 1994. There he produced several smash hits including Aladdin, The Little Mermaid, and The Lion King.

Lew Coleman- President and acting Chief Financial Officer

Coleman has a rich financial back round working at Wells Fargo Bank for thirteen years and then another ten years at Bank of America where he served as Chairman and Head of Capital Markets. In 2001, he was blessed with the opportunity to be in the Northrop Grumman Board of Directors. By 2004, he became the director of DreamWorks and after a year was promoted to President of DreamWorks Animation.

Ann Daly- Chief Operating Officer

Ann’s experience is un-surmounted with fourteen years of work in The Walt Disney Company. There she developed strategies for the marketing, sales, and distribution for the home video division. She was quickly appointed president of Buena Vista Home Video. She then moved to be the head of the animation division of DreamWorks SKG in 1997 where she focused more on the production side of things. After several successful years she was promoted to chief operating officer in 2004.

Anne Globe- Chief Marketing Officer

After graduating at Syracuse University, Globe got her start marketing at The Walt Disney Studios. With her wide set of skills and passion it was not long until she moved to be Director of National Promotions for Universal Pictures and Universal Studios Hollywood. Shortly after she was promoted to Vice President of Promotions at MCA/Universal. In 1996, Globe became a part of the DreamWorks team developing promotional campaigns for DreamWorks Animation feature films and creating consumer products. Anne Globe is mostly known for her strategic partnerships and long lasting relations with Hewlett Packard and Intel.

Financial Report

DreamWorks Animation SKG released their financial statement for the fourth quarter (2012) and compared them to the last four years. There was a steady rise in equity starting at one billion in 2008 to 1.3 billion in 2011, however it platued at 1.3 again in 2012. Yet total revenues and total assets did increase from the previous year, which will instill investor confidence.

Recent Projects

The Croods

“The Croods” takes place in pre-historic time and is about a family who lost their cave and no longer has a home. The movie, recently released on March 22 2013, follows their adventure of discovery through an unknown world. Starring Emma Stone, Nicolas Cage, and Ryan Reynolds it is a story that the whole family will enjoy. It was the number one ranked movie the opening weekend making a whopping $43 million. It grossed more over seas with a total of $204 million in foreign countries and $125 million domestically adding up to a worldwide gross of nearly $330 million. The marketing strategy was certainly geared towards kids with a partnership with Nickelodeon. The movie was featured under Nickelodeon’s “Nicksclusives” and they consistently aired the movie trailer on the channel in between episodes.

Rise of the Guardians

“Rise of the Guardians” is another kid-oriented animated feature film that involves the holiday heroes we all know and love combining forces to stop evil and preserve imagination for the world. It was released last November 21st .Starring Hugh Jackman and Alec Baldwin the movie debut at a number four ranking the opening week grossing at nearly $23 million. It seems to be a re-occurring pattern for DreamWorks as foreign sales nearly doubled domestic sales with over $200 million with a total gross of over $300 million worldwide. An essential element to the movie as a whole was the consumer products that went with it. Having action figures of characters in the movie is a highly effective way of marketing and keeps it relevant to the kids. DreamWorks also made a unique business move with the release of the DVD around Easter time. Since the Easter bunny was one of the main characters in the story, the DVD came with two hopping eggs. It may seem miniscule, but even little things like eggs make the DVD more memorable and attractive for consumers.

-Rise of the Guardians action figures

Puss in Boots

“Puss in Boots” was released back on October 28, 2011 and is based off the supporting character in the “Shrek” movies. The story takes place long before Puss met Shrek and involves him saving his town with the help of Kitty Softpaws and Humpty Dumpty. The movie grossed $34 million opening weekend with a number one ranking. Domestic sales barely broke over production costs with nearly $150 million but almost tripled that with foreign sales at over $405 million. The marketing strategy fit well with the on your feet action in Puss in Boots. DreamWorks developed a series of games that involved different elements of the movie. You can be Puss and climb up the beanstalk in the game “Beanstalk Boost” or participate in a dance competition in the game “Dancing Boots”. You can even take a shot at directing with the game “Dance Fight Mix Master” where you pick different clips of the movie to mesh together and make them funny. Having interactive games gives kids a different perspective on the movie and creates an emotional attachment to the characters. With a spin-off movie like this it not only elaborates the “Shrek” series but also further promotes DVD sales and the movie “Shrek: The Final Chapter”. Now when consumers watch the classic “Shrek” tales there is so much more behind the character Puss in Boots because they now know his story.

DreamWorks Animation SKG for the Future

DreamWorks Animation SKG has a long history of creative ingenuity. They have seemed to dominate the animated feature film genre for quite some time now. The company has shown no signs of stopping and will continue to grow and develop new stories as well ass continue their spin-offs to keep their classics relevant.

Work Cited

[1] Company Information, Movies, Corporate figure heads and pictures http://www.dreamworksanimation.com/company

[2] Company Press http://topics.nytimes.com/top/news/business/companies/dreamworks-animation-skg-inc/index.html

[3] Company Timeline http://www.referenceforbusiness.com/history2/97/DreamWorks-SKG.html

[4] Company Insight http://www.closinglogos.com/page/DreamWorks+Pictures

[5] Company box office numbers http://www.boxofficemojo.com/

[6] Company Future

http://www.denofgeek.com/movies/24929/what-does-the-future-hold-for-dreamworks-animation