Disney chief marketing officer Tricia Wilber discussed how the company had remade and rebranded its animated classic for a modern audience with box office smash Beauty and the Beast.
Wilber described the importance of being able to see where different audiences are through data and information, but at the end of the day, “universal storytelling” drew the crowds.
“We have such a wide range of audiences because of the great storytelling, the great characters,” she added, describing Belle as a “strong independent, feisty woman”.
Discussing the importance of strong women to storytelling, she commented that the company had gone back and looked at the stories to find the traits that bring out that strength.
Watch the full interview here.