Disney Expands Movie Marketing Approach to Meet Fans Where They Are

The Walt Disney Company is expanding its approach to movie marketing by meeting fans where they are. This strategy has been in place for some time, with the company translating iconic brands and franchises into new mediums and taking stories from the screen to real-life experiences.

The summer of 2026 saw a new kind of movie trailer, shaped by fan engagement and shared across social platforms. The character Tom Lizard (voiced by Tom Law) was introduced in a post-credits scene after the release of Disney and Pixar's Elio in June 2025. The brief clip sparked widespread engagement across Instagram and TikTok.

Ahead of the release of Disney and Pixar's Hoppers in March 2026, Tom began appearing across campaigns and activations throughout the company. He found his way off the screen and onto a live taping of ESPN's First Take, snapping selfies with talent and passersby before taking over a San Francisco DJ booth.

The character wasn't the first to cross into the world of sports - Stitch was featured in a spot during the 2025 Super Bowl. The ad generated 173.1 million views in 24 hours, making it Disney's most-viewed spot digitally at the time.