In recent years, we’ve seen Disney start to branch out into areas other than just movies and theme parks.
Disney+ was the company’s foray into streaming services, and the company has purchased rights to other companies like Marvel and Lucasfilm to continue expanding the Disney brand. Now, it seems like top executives are looking to expand that brand even further with a new service.
The Wall Street Journal recently reported a plan at the Walt Disney Company to potentially create a new membership program. This new program, allegedly referred to colloquially as “Disney Prime” by Disney executives (according to unnamed sources via the Wall Street Journal) may offer discounts, special perks, and more to customers who subscribe to the service.
It’s being compared to Amazon Prime in that individuals pay a fee to then get discounts and special access to certain things the way Amazon Prime members get free shipping and access to Prime Video for free.
It’s unclear at this time how much Disney would charge for this service or when it would launch, but, in a statement, Kristina Schake, senior executive vice president and chief communications officer at Disney said that “a membership program is just one of the exciting ideas that are being explored.”
This program would be an effort to encourage consumers to spend more on their Disney World vacations and Disney in general with things like the Disney World hotels, Disney+, theme parks, and merchandise all involved with the new service.
A membership program like this one could potentially help Disney learn more about its customer’s behavior by taking a look at the content customers are consuming, along with what they’re purchasing, and whether or not they visit the theme parks. The ultimate goal, according to sources, is for Disney to use the data collected with this service to make recommendations based on customers’ preferences. Someone familiar with the discussions even said that the company is considering adding perks to the service, including potential perks from third parties. An example given was possible discounts for Disney shows on Broadway.
As part of the research, according to the Wall Street Journal, Disney has looked at Amazon Prime and Apple’s membership program called Apple One.
This new service would be different from D23: The Official Disney Fan Club, which offers a “gold” membership that includes access to exclusive events like the D23 Expo, and even sometimes previews of new rides like Guardians of the Galaxy: Cosmic Rewind, as well as access to exclusive merchandise. This program is reportedly for the more “casual” Disney fan rather than the Disney superfans out there.
We’ll be sure to keep an eye out for more news regarding this potential new service, so stay tuned to AllEars for the latest!
Click here to see CEO Bob Chapek’s most recent comments on the Park Pass Reservation system
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Would you subscribe to this potential new service? Let us know in the comments!
DisneyWorld “had” more customers than they could accommodate, and used that as part of the reason they rapidly increased prices and reduced perks. Now they seem to be saying that they are attempting to “listen” to their potential customers in an attempt to convince them to visit the parks. IMHO, Disney should be reviewing some of the hundreds if not thousands of reviews from disgruntled previous frequent visitors and they can easily see where they went wrong. The potential customers are there, Disney just needs to realize they need to quit demanding that Disney will control every move that the paying customer is making while on their property. People can leave their kids in school if they want them to be told where they will be every minute of the day instead of taking them out of school for a Disney visit for the same treatment at a much higher price.
They use to have something like this. I think it was called “Disney club”. Don’t remember how much/if it had a cost but it got you discounts at the Disney Store, Park perks and other benefits. I had it and liked it.