DISNEY | HIDING POPULAR MOVIES IN THE ‘VAULT’
Speaking of scarcity, Disney is also no stranger to such marketing tactics. In order to make people desperately want to see a certain movie, Walt Disney Pictures would randomly suspend home video sales for their most popular films to stimulate a sense of urgency and prompt consumers to buy their favorite animated classics as soon as possible, before they disappear again.
The films were available for purchase for a limited period of time, before being “locked away” in the vaunted “Disney Vault”. According to author Eric Felten, “the dreaded vault isn’t so much about creating excitement as it is about creating fear,” a strategy that seems to work even nowadays.
