The merging of reality and fiction in Pixar's unconventional promotional actions

Abstract

Although the promotion of Pixar films uses conventional tools —poster, trailer, etc.—, they are also developed innovative actions that seek to generate awareness and cooperate in brand building. These actions seem to accentuate one of the goals of Pixar cinema: that fictional characters, worlds, and narratives are perceived as real. This work aims to analyze the interplay between reality and fiction in the use of unconventional communication tools for the promotion of Pixar films. It is concluded that its promotion encompasses unconventional content and actions of great originality that contribute to the narrative universe of films and, therefore, of the Pixar brand itself; and that these contents and actions, in their diversity, have the common link of trying to bring the fiction of the screens to a real or even physical sphere.

Keywords

• pixar
• publicidad
• comunicación no convencional
• narrativas transmedia
• cultura popular