7 PR lessons from ‘Hamilton’
The award-winning musical about America’s founding fathers made a splash on Disney+ over the holiday weekend. Here are some takeaways for the communications set.
Editor’s note: This article is a re-run as part of our countdown of top stories from the past year.
As many stayed indoors over the Fourth of July weekend, Disney+ took center stage with its debut of “Hamilton.”
The streaming service paid $75 million for the worldwide film rights to Lin-Manuel Miranda’s Tony Award-winning musical—a price that seemingly paid off with the spike of traffic and downloads.
The movie premiered on the Disney Plus streaming service on Friday, July 3. From Friday through Sunday, the Disney Plus app was downloaded 752,451 times globally, including 458,796 times in the U.S., according to analytics firm Apptopia.
That means that in the U.S., the total Disney Plus downloads were 74% higher than the average of the four weekends in June 2020 over comparable time periods (Friday through Sunday), per Apptopia data. Worldwide, app downloads were 46.6% higher this past weekend than the average of the four prior Friday-Sunday totals. (The global numbers do not include India or Japan, as the Disney Plus service is delivered through preexisting apps in those countries.)
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