Disney Planning ‘Disney Prime’ Membership Program
The Walt Disney Company is considering a membership program that resembles Amazon Prime. According to a Wall Street Journal report, it would offer exclusive perks and discounts like the eCommerce giant.
The execs have called the project “Disney Prime.” However, they are unlikely to use the name. Disney chief communications officer Kristina Schake confirmed that the company is exploring this possibility.
“Technology is giving us new ways to customize and personalize the consumer experience so that we are delivering entertainment, experiences and products that are most relevant to each of our guests. A membership program is just one of the exciting ideas that is being explored.”
Disney is exploring an Amazon Prime-style membership program, offering perks for spending at its resorts and on streaming, people familiar with the matter say https://t.co/dvRvZ0UOyU
— The Wall Street Journal (@WSJ) September 1, 2022
The entertainment firm outlined two purposes for “Disney Prime.” First, it would persuade subscribers to spend more money on Disney goodies and services.
Second, the membership program would allow Disney to learn more about customer preferences and habits. In turn, the brand could sell its content more effectively.
Disney has gone beyond Mickey Mouse. It owns numerous intellectual properties, such as Star Wars, Pixar, and Marvel. Moreover, the company also has theme parks, resorts, and residential communities worldwide.
As a result, it would need to offer the appropriate products and services to the right customers. The Disney Prime program could help the company reach its long-term goals.
Other Disney tech updates
The Walt Disney Company already has a membership program called the D23 fan club. The number refers to the company’s founding date of 1923.
It offers benefits like exclusive goodies and a subscription to the Disney twenty-three magazine. Also, they receive discounted tickets to the D23 Expo, dubbed the “ultimate Disney fan event.”
The proposed Amazon Prime-like program will offer more features, and it would appeal to more casual fans. However, the mass media firm is developing other tech projects.
It is developing a way to integrate eCommerce features into the Disney+ video streaming service. The feature would facilitate buying toys, costumes, and other stuff associated with Disney+ shows.
According to the WSJ report, Disney suggested offering the “darksaber” weapon from the popular series “The Mandalorian.” The eCommerce feature will not link to the Disney Prime program.
Disney also plans to occupy a spot in the Metaverse. The concept refers to the merging of virtual spaces with the real world. For example, Pokemon GO enables players to find virtual pets in real-world locations and catch them with the app.
As a result, it turns virtual reality, augmented reality, and similar technologies into commonly used services. Disney launched the Next Generation Storytelling initiative to fulfill its metaverse ambitions.
It would work with various Disney business units across numerous media to provide “interconnected” consumer experiences. Disney hired multiple experts for the project, such as Apple gaming executive Mark Bozon.