Disney +, right now? What kind of strategy is that?

For a few weeks we have known: “Mulan” was just the beginning. Meanwhile, with “Raya and the Last Dragon”, the next Disney film has landed on its own streaming service – for an extra charge, which has been washed up. And that’s not all. What is the plan behind this, please?

VIP access at Disney + is a bitter pill for Disney fans

One small note in advance: I would not have previously called myself a Disney fan – with a few, perhaps, exceptions. But since Marvel and Star Wars joined Rapunzel, Elsa and not to forget Mickey, I can’t help but admit: I think Disney is great – if it weren’t for that one thing.

After a little over a year on the streaming market, Disney + already has a lot to offer – and I understand that you can let that cost you a bit. After all, I want to be able to make a living from my work. But since when has it been customary to make extra cash for (streaming) subscriptions? Stupid question, can easily be recalculated in the case of Disney +: On September 4, 2020, “Mulan” was launched on Disney + for 21.99 euros in addition to the subscription price. With “Raya and the Last Dragon” the next film is currently going this way, “Cruella” and “Black Widow” are also to celebrate an exclusive premiere for VIP customers.

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Gregor Elsholz06.04.2021

Exclusive access for VIPs at Disney +? Are you kidding me? Are you serious when you say that!

Just stupid that one as a VIP customer at Disney + there is no exclusive access has: If you already use Amazon Prime instead, you can get the film there for 21.99 euros – just like with Disney +. With the Prime subscription you also save shipping costs – for me the better deal. According to the streaming info page Werstreamt.es the film costs the same price elsewhere.

So why doesn’t Disney indulge in the luxury the best deal close? I am slowly wondering: Is that how you treat your customers? It is conceivable that you are forced by old contracts – but it sounds unlikely for a newly released film. So is this the way to make most of the sales by asking a lot of money everywhere? It will be.

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What to see on Disney + this year:

Maybe I just cannot empathize with the economic thinking behind such decisions. But that seems rather short-sighted and not very sustainable. A new animated film, a real-life version of a Disney classic and the next Marvel blockbuster should the ideal draft horses to attract long-term paying customers to Disney +. Angry tongues could also speak of bait offers.

I would have liked to have been a (Mickey) mouse at the Disney meeting when it was decided that a one-time subscription price of EUR 21.99 plus EUR 8.99 one-time subscription price would be more than 8.99 euros per month over several years. Because This is exactly what you are risking here: If you don’t take customers seriously, they’ll notice and won’t stay. For my part, I’ll give Disney + a few more chances, as I also have an annual subscription. But if this continues, they will be used up before the end of the year.

Note: The opinions expressed in this article are solely the views of the author and are not necessarily the position of the entire GIGA editorial team.

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