One of our highly valued clients, Disney – whom we created 8-bit Lane for to launch Wreck-it Ralph earlier this year – invited us to speak at their 2013 Learning Expo (aka Disney University) on the subject of marketing films in the 21st century.

Four members of the Fold headed down to Disney UK HQ in Hammersmith this morning to talk to a packed auditorium. After Harry Sheward set the scene about the challenging, noisy 21st Century world we live in and how connected and distracted today’s consumers are in equal measure, David Howard went on to talk about what this means for brand communications. Building emotional engagement and big-theme storytelling was central to his thinking and segued neatly into the piece de resistance of the morning, Fold7 creatives Dan Fryer and Gate Lambert talking about what all this means when marketing a film in the 21st Century.

Although it’s a challenge to summarise a 90 minute talk in a short blog post, keep your eyes firmly fixed on this blog for our best attempt in the coming week or two.

Thanks to Disney for having us along, and for giving Dan & Gate the opportunity to find a connection between biscuits and film marketing. It was great to be involved, and to take to the same stage as speakers from Google, Apple, Yahoo and Shazam, amongst others.