Aladdin – Marketing Recap

You can read my full recap of the marketing campaign for Aladdin at The Hollywood Reporter. I also wrote about the early commercial that offered the first look at Will Smith’s Genie for Adweek back in February.

Online and Social

There’s next to nothing on the movie’s official website, just the basic marketing materials. There are also social outposts on Facebook, Twitter and Instagram.

Media and Publicity

It was mid-December, two months after the first trailer, when the movie was the subject of a cover story in EW that offered the first good look at Smith as the Genie as well as other characters, settings and costumes along with comments and interviews with the cast. Smith later took to Instagram to make sure everyone knew he *would* be blue in the movie since none of the pictures showed him as such. It also included comments from Ritchie, who spoke about what it was like to make the story his own while still adhering to studio and audience expectations. He also commented on how they sought to keep the original songs familiar but offer a new take on them at the same time.

Late April saw a press push start in earnest, with Smith talking about the less than enthusiastic reactions to the first appearance of Genie and a look at how Disney is trying to walk the line between nostalgia and offering the audience something new with all these remakes. Scott discussed the costumes and dresses she wears in the movie. The creation of the world of the movie was the subject of another feature.

When Smith appeared on “The Tonight Show” he talked about the movie and even sang his updated version of “A Friend Like Me.” Much of the cast spoke on “Good Morning America” about the story and working with Smith. Scott then showed up on her own on “Jimmy Kimmel Live” to talk about working on the film. The cast then made a stop on “Ellen” to engage with the audience and have some fun. A final appearance by Smith on “Kimmel” hit similar topics.

One more TV spot to include, one that promises audiences will have the best time by seeing the movie in theaters. IMAX also created a special message from Massoud and others encouraging audiences to see it in the biggest possible format.


aladdin gif

Picking Up the Spare

Marwan Kenzari, who plays Jafar, was finally interviewed about his character and how some fans have had a very strong reaction to his look in the movie. Another profile of Massoud touched on this being his big break and more. 

The way Smith approached following such an iconic performance was covered in comments he made at the movie’s premiere. Scott also spoke about how she worked to bring a new perspective to the role of Jasmine. 

Additional featurettes and promotional spots focused on the movie’s music, something also covered by Menken and the other songwriters here. Smith and the cast was the focus of another that had some fun with the idea the actor went very method for the role. 

There were more antics from Smith and new commercials touting the movie’s box-office success. 

A snippet of “A Whole New World” from the film was released after the movie was in theaters. 


Author: Chris Thilk

Chris Thilk is a freelance writer and content strategist with over 15 years of experience in online strategy and content marketing. He lives in the Chicago suburbs.

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