Disney was already vertically integrated at the time of the JB was release. Disney produced movies at their own studios and distribute them through Buena Vista distribution company. It distributed through Buena Vista in the US and used Buena vista international to distribute internationally, which were owned by Walt Disney studios. It handled theatrical distribution as well as marketing and promotion of the films released under Walt Disney. The company had been diversified into theme parks, creating Disneyland, and television with the Disney channel, Disney has been aware and using merchandising from the very beginning.

A company will use vertical integration because it is cheaper than outsourcing to another firm. 

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