Uses and Gratification theory (essentially described below) - UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification. This theory would then imply that the media compete against other information sources for viewers' gratification.
Meaning and purpose: Pixar have to compete fot target audience and the competition in the opening weak it is important to box office sales. According to UGT the audience have power in as much as they have the arrange of choice for example there is a choice of watching Dreamwork's or BlueSky Studio's films. They are all doing animation films.
Here you can see the different merchandising which Disney/Pixar are doing at the moment to attract different audience:
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