Amid Planned Layoffs, Disney Ran a Super Bowl Ad That Cost Millions Disney announced job cuts last week, but that didn't stop it from spending millions to celebrate its 100th anniversary.

By Gabrielle Bienasz

Opinions expressed by Entrepreneur contributors are their own.

Courtesy company
Disney100 celebration

Disney ran an ad celebrating its 100th anniversary at the Super Bowl on Sunday — and faced criticism from the peanut gallery.

The company "got panned" according to The New York Times Dealbook, for taking out an ad amid layoffs at the company, which will total some 7,000 jobs.

Buying a 30-second commercial to run during the game reportedly cost over $7 million. Considering things like production costs and talent, it can easily go up to $10 million, per The Hollywood Reporter. Disney discussed its ad in a press release on Sunday, saying the commercial "spotlights 100 years of unrivaled storytelling and innovation."

"As we commemorate our historic 100th anniversary, it is remarkable to look back at Walt Disney's legacy and his passionate pursuit of excellence that continue to propel the company forward today," CEO Bob Iger said in the release.

The commercial features stars from more recent times like Mulan, or Rey from the Star Wars franchise, as well as older characters, like Mickey Mouse and Mary Poppins.

Disney's layoffs will represent about 3.6% of its workforce, according to Reuters.

In October, Disney said the year-long celebration of its 100th anniversary would begin in January 2023 and will "be the largest cross-company global celebration in the 100-year history of The Walt Disney Company."

Disney also said its marketing spending has gone up due to the Disney100 celebrations, according to its most recent quarterly earnings report.

Wavy Line
Gabrielle Bienasz is a staff writer at Entrepreneur. She previously worked at Insider and Inc. Magazine. 

Editor's Pick

A Leader's Most Powerful Tool Is Executive Capital. Here's What It Is — and How to Earn It.
One Man's Casual Side Hustle Became an International Phenomenon — And It's on Track to See $15 Million in Revenue This Year
3 Reasons to Keep Posting on LinkedIn, Even If Nobody Is Engaging With You
Why a Strong Chief Financial Officer Is Crucial for Your Franchise — and What to Look for When Hiring One

Related Topics

Business News

7 of the 10 Most Expensive Cities to Live in the U.S. Are in One State

A new report by U.S. News found that San Diego is the most expensive city to live in for 2023-2024, followed by Los Angeles. New York City didn't even rank in the top 10.

Business News

More Americans Are Retiring Abroad, Without a Massive Nest Egg — Here's How They Made the Leap

About 450,000 people received their social security benefits outside the U.S. at the end of 2021, up from 307,000 in 2008, according to the Social Security Administration.

Business News

Lululemon Employees Say They Were Fired for Trying to Stop Shoplifters

Two Georgia women say Lululemon fired them without severance for trying to get thieves out of the store.

Business News

Woman Ties the Knot at White Castle Almost 30 Years After the Chain Gave Her Free Food as a Homeless Teen

Jamie West was just 12 years old when she ran away from the foster care system.

Business News

New York Lawyer Uses ChatGPT to Create Legal Brief, Cites 6 'Bogus' Cases: 'The Court Is Presented With an Unprecedented Circumstance'

The lawyer, who has 30 years of experience, said it was the first time he used the tool for "research" and was "unaware of the possibility that its content could be false."