LOS ANGELES — Here’s a classic love triangle no one would’ve predicted: Disney movies will soon be reimagined using timeless works of art on LACMA’s Snapchat account.
Disney’s Consumer Products and Interactive Media announced Tuesday it is partnering with the Los Angeles County Museum of Art to retell some of Disney’s stories using the museum’s art collection.
The Disney and LACMA Snapchat teams will use references from pop culture, filters, memes and hand-drawn Snapchat overlays to retell stories in a lighthearted and contemporary tone using the 130,000 works in LACMA’s collection.
The ultimate goal is to get all things Disney — everything from the new Alice Through the Looking Glass to a new Disney product — to resonate on the Internet.
LACMA has been building its presence on social media by being one of the first museums to join the Snapchat platform. The museums Snapchat account went on to win a Webby award, and has garnered the attention of major media companies and social media influencers.
The content partnership with LACMA will kick off on Oct. 19 with a retelling of Beauty and the Beast, which will be featured on both the LACMA and OhMyDisney Snapchat accounts.
Since launching, Disney Consumer Products and Interactive Media has built its social footprint to 1.15 billion followers across its platforms (Facebook, Twitter, Instagram, Tumblr, Pinterest, YouTube, Snapchat and Vine).
The digital division of Disney racks up about 325 million views per month. Its core brands include Disney Style, Oh My Disney (a Millennial focused property, like BuzzFeed with a Disney lens), DisneyFamily and Babble. They also distribute original content through their portfolio of sites and owned apps, including Disney GIF and the Star Wars app.
Meanwhile, LACMA has used Snapchat to elevate significant artworks from the collection in an approachable and playful context. In doing so, LACMA hopes it can spark curiosity and interest in art history among younger generations.
“Our Snapchat campaign with LACMA opens up new ways for our audiences to experience art and their favorite Disneystories,” Dan Reynolds, VP of Content and Audience Development, Disney Consumer Products and Interactive Media, said in a statement. “The LACMA Snapchat account already captures that contemporary and culturally savvy voice and tone that our OhMyDisney Snapchat audience loves, and this collaboration is a natural way to add a little magic to art and storytelling to reach a new generation of art and Disney fans alike.”
The LACMA-Oh My Disney Snapchat collaboration will continue on a bi-monthly basis.