Disney confirmed that it is considering launching a paid membership program that would offer exclusive discounts and benefits across its entire portfolio of products and services.
Details on the potential membership program are sparse – the initiative is currently at the drawing board stage. How exactly it looks in the end remains TBD, including costs and specific benefits.
Disney’s goal would be to create a personalized membership program to increase attendance at theme parks, cruises, and movie theaters, increase subscriptions to Disney+ and its other streaming services, and boost sales of Disney merchandise.
The news was first reported by The Wall Street Journal, which said some executives internally referred to the idea as “Disney Prime,” a nod to Amazon Prime. However, a company source denied anyone calling it “Disney Prime,” noting that it would be very different from Amazon Prime, which is primarily focused on free shipping perks.
“Technology gives us new ways to customize and personalize the consumer experience so we can deliver entertainment, experiences and products that are most relevant to each of our guests,” said Kristina Schake, Disney’s chief communications officer at Disney, in a statement. “Disney is more than a brand to our consumers, it’s a lifestyle, and we’re exploring how we can better serve them across our many touchpoints. A membership program is just one of the exciting ideas being explored as we consider how we can connect the physical and digital worlds to create the next generation of great Disney stories and experiences.”
Separately, Disney is working to bring e-commerce capabilities to Disney+ so viewers can purchase merch like t-shirts, toys, or costumes related to the streamer’s shows by linking directly to Shop Disney’s website . That could include making products exclusive to Disney+ subscribers, like a Darksaber from The Mandalorian, according to the Journal report. However, Disney+’s e-commerce capabilities are being developed independently of Disney’s potential membership program.
https://variety.com/2022/digital/news/disney-prime-membership-program-discounts-1235356935/ The Disney Prime membership program might be similar to Amazon Prime