How Disney Is Directly Copying Amazon
Disney is taking a page out of Amazon's book. The mouse house is working on a subscription service that some are calling Disney Prime.
This article is more than 2 years old
News broke this week that Disney is strongly considering creating a subscription service. If that sounds familiar, it is. The proposed program strongly resembles Amazon Prime. In fact, the service is even being called Disney Prime behind the scenes. However, that will reportedly not be the final name if and when the service launches.
So, what exactly is Disney Prime? According to the Wall Street Journal, which first reported the story, discussions around a subscription service are only in an early stage. So there is no news about details just yet. However, statements from Disney execs offer a glimpse into their thought process.
Their chief communications officer, Kristina Schake, told the Wall Street Journal: “A membership program is just one of the exciting ideas that are being explored.” Her statement comes on the heels of a recent discussion CEO Bob Chapek broached on an earnings call. In it, he referred to ever-expanding ways Disney has to reach people. Based on these top-level statements, Disney Prime could be heading its way to American homes.
The goal of Disney Prime would be to create the ability to join all things Disney together. The company owns a vast entertainment empire. Theme parks, branded movies, and the television station are recognizable to everyone. But they have much more to offer customers than simply Disney-branded items.
Over the years, Disney acquired names such as Star Wars, Marvel, and Pixar. While the current Disney+ streaming services provide access to all their visual content, you still have to seek out any merchandise and other paraphernalia. Disney Prime would offer a way to consolidate the movies, shows, and related shopping experiences under one roof.
And their Disney parks are not stand-alone entities. The company also owns countless resorts, some of which are attached to the beloved theme parks. Disney Prime could offer a way to book a complete Disney experience with only one click of the mouse.
By incorporating all they offer under a broader Disney Prime subscription service, the company hopes to entice people to spend more money. There are also discussions revolving around how to entice people to sign up. Some of the ideas include offering various discounts and perks to subscribers.
All of this sounds great for Disney fans on the surface. But given that there is already a Disney+ and the D23 Fan Club, a membership service, how exactly would Disney Prime differ? According to the company, the proposed subscription service would reach a broader customer base.
Their streaming service has an enormous library of films and TV shows to watch, but you cannot purchase other Disney items on it. And the D23 Fan Club, while pricey, targets the die-hard Disney fan. So neither fills the need for a complete Disney experience. That is where Disney Prime may come in.
Don’t get too excited yet, though. With Disney Prime still reportedly in the planning stages, eager fans may have to wait a while longer. So keep your eyes peeled for news about a future launch date, pricing, and program details.
