Disney has confirmed it is considering launching a paid membership that would provide discounts and benefits across its entire portfolio of offerings, including streaming, park entry and merchandise.
The initiative is currently very much in the planning stage, with no further details revealed over price and what the specific perks would be.
According to an initial report from the Wall Street Journal, Disney is hoping to create a personalised membership that would drive attendance at theme parks, cruises and movie theatres; boost subscriptions for its Disney+ streaming service; and enhance Disney merchandise sales.
In a statement given to Variety, Disney chief communications officer Kristina Schake, said: “Technology is giving us new ways to customise and personalise the consumer experience so that we are delivering entertainment, experiences and products that are most relevant to each of our guests.
“Disney is more than a brand to our consumers, it’s a lifestyle, and we are exploring how to better serve them across our many touchpoints. A membership program is just one of the exciting ideas that is being explored as we consider ways to marry the physical and digital worlds to create the next generation of great Disney storytelling and experiences.”
Disney is also separately working on ways to integrate eCommerce features into Disney+ to let viewers purchase merchandise like t-shirts, costumes and toys linked to what the customer is watching. This could also include offering exclusive products to Disney+ subscribers, however this would continue to be independent of the the potential membership initiative.
Earlier this year, Disney launched a new ‘Next Generation Storytelling’ offering, which encompasses its metaverse ambitions. The hope is to incorporate Web3 across games, film, TV, merchandise and parks to deliver a connected consumer experience.