Disney's "tale as old as time," Beauty and the Beast, is getting a modern social media-friendly interpretation.
The Los Angeles County Museum of Art and the Oh My Disney Snapchat account have joined forces to retell Beauty and the Beast via a series of four Snapchat stories, beginning on LACMA's Snapchat account Oct. 19 and finishing on Oh My Disney's Snapchat account the next day.
Beauty and the Beast is just the first beloved Disney tale to get the Snapchat treatment. On a bimonthly basis, LACMA and Disney will retell some of the studio's iconic films via Snapchat Stories, using the more than 130,000 pieces in LACMA's collection and pop-culture references, memes, filters and hand-drawn Snapchat overlays.
"LACMA's intentionally humorous Snapchat account not only has made important artworks from our collection vastly more accessible to new audiences, but it has also allowed us to explore these artworks from new points of view," LACMA CEO Michael Govan said in a statement. "Partnering with Disney - one of the most influential and dynamic storytellers of our time - is a perfect marriage of two Los Angeles institutions that love to engage the public with images."
Disney consumer products and interactive media's vp, content and audience development, Dan Reynolds, added: "Our Snapchat campaign with LACMA opens up new ways for our audiences to experience art and their favorite Disney stories. The LACMA Snapchat account already captures that contemporary and culturally savvy voice and tone that our Oh My Disney Snapchat audience loves, and this collaboration is a natural way to add a little magic to the artworks and storytelling to reach a new generation of art and Disney fans alike."
The Snapchat retelling of Beauty and the Beast comes ahead of the 25th anniversary of the theatrical release of the animated film and before the 2017 release of a live-action version, directed by Bill Condon, starring Emma Watson, Dan Stevens, Kevin Kline, Luke Evans, Josh Gad, Ewan McGregor, Stanley Tucci, Gugu Mbatha-Raw, Audra McDonald, Ian McKellen and Emma Thompson.