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==Marketing== For ''The Lion King''{{'}}s first film trailer, Disney opted to feature a single scene, the entire opening sequence with the song "Circle of Life". [[Walt Disney Studios Motion Pictures|Buena Vista Pictures Distribution]] president [[Dick Cook]] said the decision was made for such an approach because "we were all so taken by the beauty and majesty of this piece that we felt like it was probably one of the best four minutes of film that we've seen", and Don Hahn added that "Circle of Life" worked as a trailer as it "came off so strong, and so good, and ended with such a bang". The trailer was released in November 1993, accompanying ''[[The Three Musketeers (1993 film)|The Three Musketeers]]'' (1993) and ''[[Sister Act 2: Back in the Habit]]'' (1993) in theaters; by then, only a third of ''The Lion King'' had been completed.<ref name=den/><ref>{{cite web|url=https://www.latimes.com/archives/la-xpm-1993-11-29-ca-62180-story.html|date=November 29, 1993|author=Welkos, Robert W.|title=Will 'Lion King' Be Disney's Next 'Beast'?|work=Los Angeles Times|access-date=April 5, 2014|archive-date=March 4, 2014|archive-url=https://web.archive.org/web/20140304054040/http://articles.latimes.com/1993-11-29/entertainment/ca-62180_1_lion-king|url-status=live}}</ref> Audience reaction was enthusiastic, causing Hahn to have some initial concerns as he became afraid of not living up to the expectations raised by the preview.<ref name=den /> Prior to the film's release, Disney did 11 [[test screening]]s.<ref name=70mm/> Upon release, ''The Lion King'' was accompanied by an extensive marketing campaign which included tie-ins with [[Burger King]], [[Mattel]], [[Kodak]], [[Nestlé]], and [[Payless ShoeSource]], and various merchandise,<ref>{{cite news|url=https://www.nytimes.com/1994/07/12/business/in-the-realm-of-marketing-the-lion-king-rules.html|title=In the Realm of Marketing, 'The Lion King' Rules|work=[[The New York Times]]|author=Hofmeister, Sallie|date=July 12, 1994|access-date=April 5, 2014|archive-date=November 14, 2013|archive-url=https://web.archive.org/web/20131114155950/http://www.nytimes.com/1994/07/12/business/in-the-realm-of-marketing-the-lion-king-rules.html?pagewanted=all&src=pm|url-status=live|url-access=limited}}</ref> accounting 186 licensed products.<ref>{{cite book|title=Research in media promotion|first=Susan|last=Tyler Eastman|publisher=Routledge|year=2000|isbn=978-0-8058-3382-9|page=244}}</ref><ref>{{cite book|title=Hollywood planet: global media and the competitive advantage of narrative transparency|page=216|first=Scott Robert|last=Olson|publisher=Taylor & Francis|year=1999|isbn=978-0-8058-3230-3}}</ref> In 1994, Disney earned approximately $1 billion with products based on the film,<ref>{{cite magazine|url=https://www.ew.com/article/1995/06/23/look-movie-merchandising|title=Playing for Keeps|magazine=Entertainment Weekly|access-date=April 5, 2014|first=Pat H.|last=Broeske|date=June 23, 1995|archive-date=February 24, 2015|archive-url=https://web.archive.org/web/20150224022514/http://www.ew.com/article/1995/06/23/look-movie-merchandising|url-status=live}}</ref> with $214 million for ''Lion King'' toys during Christmas 1994 alone.<ref>{{cite book|title=The Disneyization of Society|url=https://archive.org/details/disneyizationsoc00brym|url-access=limited|first=Alan|last=Bryman|page=[https://archive.org/details/disneyizationsoc00brym/page/n94 86]|publisher=Sage|year=2004|isbn=978-0-7619-6765-1}}</ref> In a 2024 retrospective, the ''New York Times'' noted that the marketing and promotion of the film heavily focused on Jonathan Taylor Thomas' role in the film, with a lot less emphasis on Jason Weaver's role as young Simba's singing voice.<ref name=":2" />
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