디즈니/픽사 프랜차이즈 애니메이션 스토리텔링 전략 연구 - <토이 스토리> 시리즈를 중심으로 -

This article aims at researching the storytelling strategy of Disney/Pixar’s FranchiseAnimation. The franchise animation, generally called as sequel, is the animation producedto maximize earnings, as maintaining the independence of each text and utilizing the stableand consistent enjoyment with a same brand. The franchise animation is started with riskhedge strategy with halo effect, and developed with active and consistent maximum profitstrategy through one source multi use. This article is for examining the franchise animationstorytelling strategy shown in the <Toy Story> series representing Disney/Pixar animation. As the sequel of <Toy Story> series is overwhelming the previous one, it is to beconcentrated about its performance and storytelling perfection. As a result of analyzing thetext, 1) contradictory union of independence and continuity, 2) progressive and broadnarrative of couplet and reinforcement, and 3) a series of dominant and appealing elementare found to be successful. If Disney/Pixar animation storytelling strategy is researchedpractically with success case, the storytelling strategy for Korean animation will be found,based on universality and value. The storytelling strategy for planning franchise animationshould be debated productively with the prioritized risk hedge strategy.