Disney CEO Bob Iger admits Disney movies were overly message-focused

Disney CEO Bob Iger has declared a significant shift in the company’s approach to filmmaking, emphasizing a return to prioritizing storytelling over messaging. Speaking at the DealBook Summit in New York, Iger expressed dissatisfaction with the previous trend of prioritizing social messages in Disney films and asserted that the primary objective should be to entertain audiences.

Acknowledging a deviation from this principle during his 11-month absence in 2022, Iger, who served as Disney’s executive chairman during this period, pointed out that creators had lost sight of the paramount objective of providing entertainment. The Disney CEO has been vocal about his efforts to enhance the quality of Disney films in 2024 and beyond.

In a town hall with Disney employees, Iger emphasized that creating hit movies is crucial for changing perceptions among investors and employees. The decision to reduce the number of movies produced by Disney reflects a strategic shift toward focusing on producing higher-quality films.

While Iger appreciated Disney’s historical commitment to infusing storytelling with positive values, he cautioned against making positive messaging the sole objective of the company’s creative endeavors. He cited the success of “Black Panther” as an example of entertaining with positive impact but stressed that entertainment should be the primary goal.

Disney has faced criticism from Republican politicians and social media for its inclusion of diverse characters and themes, such as a same-sex kiss in “Lightyear” and an openly gay character in “Strange World.” The film “Elemental,” scheduled for 2023, will feature a nonbinary character.

The challenges facing Disney extend beyond creative decisions, with the company experiencing sustained box-office difficulties, including underwhelming performances of recent films like “The Marvels” and “Wish.” Activist investor Nelson Peltz’s Trian Fund Management has expressed concerns about low investor confidence and strategic uncertainties, indicating its intention to nominate new directors to the Disney board.

In response to these challenges, Disney has appointed two new board members, former Morgan Stanley CEO James Gorman and former Sky CEO Jeremy Darroch. This move comes as the company prepares for a potential proxy fight, with Trian seeking multiple board seats. The current Disney board member Francis A. deSouza has opted not to run for reelection at the annual meeting. As Disney navigates these complexities, the company is undergoing a significant reevaluation of its creative and strategic direction.

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