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!
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Would you subscribe to this potential new service? Let us know in the comments!