Pirates of the Caribbean: A Brand Emerges from the Depths

One of Walt Disney World's most enduring rides would emerge as a brand in 2003, with the release of "Pirates of the Caribbean: The Curse of the Black Pearl". The film's success would result in two more sequels (so far). The "Pirates of the Caribbean" ride, launched in 1967, would take 30 years for the brand to emerge as a film franchise The ride has been consistently popular, due to its innovative animatronics and elaborate sets. Three decades of brand equity has accumulated since (that Disney could take an 18th century subculture of murderers, rapists, and thieves and recast them as jolly adventurers is another discussion). Full credit goes to Disney for recognizing the opportunity, and capitalizing on the sleeping brand's potential.

With the success of the "Pirates" films, Disney made the unusual move in 2006 to incorporate an animatronic Johnny Depp (as Jack Sparrow) in several scenes. Coinciding with the second movie's release, it is an uncanny likeness accompanied by Depp's own voice. The significant cost of these changes indicates Disney's confidence in the franchise and in the actor's own celebrity attraction. But do these changes guarantee built-in obsolescence? The actor may be mired in a future celebrity scandal, or the films may wane in popularity. How many more "Pirate" movies can they produce (compared to six Rocky films)? In the short term at least, Disney leverages a sort of brand symbiosis: the ride drives audiences to the films, and the films bring them back into the Magic Kingdom. Time will ultimately tell whether the "Pirates" brand will sink or stay afloat.

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