Disney is planning some sort of Amazon Prime-style subscription
There are people who love Disney and people who to like Disney, and then there are people who TO LIKE Disney, in capitals and in italics. For these people, and presumably no one else, the company is preparing some sort of new membership program that The Wall Street Journal compares to Amazon Prime— with some people referring to the project as “Disney Prime,” though everyone points out that won’t be the name.
The idea, apparently, is to create some sort of brand-wide subscription that “will encourage customers to spend more on its streaming services, theme parks, resorts and merchandise” with ” discounts or special benefits”. The Wall Street Journal unclear how much it might cost or when it might launch as it all seems pretty early, but one aspect of it could come by the end of this year with the potential introduction of a ‘retail feature’ on Disney+ where subscribers on that platform can purchase exclusive merchandise “by scanning a QR code” on screen.
This all seems like an effective way to separate Disney fans from their money by making them pay for Disney+, Disney World, and Frozen toys or anything else in one package, but the the wall street journal The story notes that a membership program would also help Disney collect data on what its most important and loyal customers are looking for. The story cites an example that says someone in a Disney park could ride the star wars roll over and over again, and because their account would be linked to Disney+, then Disney+ would know how to promote star wars programming for them.
Seems a little darker and even more explicitly Amazon-like than just aggregating products, because it would almost certainly track more than just the rides you take (like the products you buy or the food you eat at one of its parks), it will therefore be a question of whether or not the advantages of the package outweigh this cost. Fortunately, if Disney is smart about marketing it to the right people, it can find plenty of customers who will be willing to pay for the privilege of having Disney analyze their lives.