For the theatrical release of Disney movies, there always is a short time to market – a few weeks at most. Parents and kids are highly motivated to go see the movie. The issue is planning and organising to get to the cinema together – which not always works out that way. One possible solution could be to communicate about the release much more in advance and give the kids the option to make a reservation in the (Disney) family calendar. Closer to the release date pre-ordering options could help too. During these months original content from the newest movie may enlarge anticipation among kids. It is all to set the agenda and get parents to act on time.