Disney is discussing boxing up all of its projects in a Prime-like program
The Future. Disney is considering bundling every aspect of its entertainment ecosystem into one big membership program. Considering Disney’s ability to keep adding subscribers to its services (even as the rest of the industry suffers), the Mouse House may be primed to turn its business into an “everything” company just like Amazon.
All the magic
According to WSJ, we may all soon be paying for what is internally dubbed at the Magic Kingdom as “Disney Prime.”
- The service would package theatrical movies, streaming services, theme park ticketing, merchandise offerings, and hotel and travel experiences.
- It would give members exclusive discounts and perks as well.
- It may also add select third-party offerings to the program, such as ticket discounts for Disney-themed Broadway shows.
- The program is still in its early stages (no word on potential prices or release date) but has the support of CEO Bob Chapek.
Disney is already taking steps toward a program like this. The company plans to roll out a retail function on Disney+ as early as this year that would let users scan a QR code on the screen to access an online store.
Additionally, don’t be surprised if all of these disparate elements are one day connected via Disney’s in-the-works metaverse.
The proposed program isn’t Disney’s first brush with a membership offering. Its D23 fan club is for the true Disney diehards. Ironically, it costs just as much as a Prime subscription and gives members exclusive access to events and merch.
But Disney is looking to level up to the heights of Amazon, Apple, and Walmart (which has a sizable program and recently partnered with Paramount Global to offer Paramount+ through Walmart+).
Offering a program with such a range of services gives Disney a lot of points where it can collect customer data, better understand their preferences, and then offer discounts or perks they just can’t pass up. That flywheel can be magic to revenue growth.