This Friday sees the release of the next big blockbuster film from Walt Disney Studios, “Jungle Cruise”, which will be available in cinemas and on Disney+ Premier Access.
Originally the film was supposed to be released in cinemas last summer, but due to the pandemic, the film was pushed back a whole year and to enable people to make a choice about going to theatres or staying home to watch the biggest films, while still giving Disney an income and just as important, keep the stream of content following.
“Jungle Cruise” is the fifth film to be released on Disney+ Premier Access, following “Black Widow”, “Cruella”, “Raya and the Last Dragon” and “Mulan”. Recently it was revealed that “Black Widow” made over $60 million dollars on Disney+ Premier Access, but due to less than stellar second and third-weekend results, many within the theatre industry have been calling for the end of the Disney+ Premier Access experiment. Disney’s CEO Bob Chapek has previously said during the last quarterly investors call that their next big films, “Free Guy” and “Shang-Chi And The Legend Of The Ten Rings”, will be exclusively available in theatres for 45 days.
While “Jungle Cruise” is currently the last film to be released on Disney+ Premier Access, it might not be the last. According to The Streamr, Disney is currently sending out questionnaires about Disney+ Premier Access to selected Disney+ subscribers in the United Kingdom who purchased “Black Widow”.
Some of the questions included in the survey included:
- How would you rate your experience with Premier Access to Black Widow in terms of value for the money?
- Before you decided to get Premier Access to Black Widow, did you know you would have to pay £19.99 in addition to your regular subscription cost?
- Before you decided to get Premier Access to Black Widow, did you know that Premier Access would give you the ability to watch Black Widow as many times as you want as long as you continue to subscribe to Disney+?
Like most companies, Disney is constantly getting feedback from its customers, and these questions indicate that Disney wants to know more about consumers habits with Premier Access. Feedback from consumers might help with how they promote Premier Access in the future, clear up any messaging issues, especially with the questions about paying extra and having the option to rewatch the film. Future marketing plans could be adjusted with feedback from consumers, especially if some of the key benefits are being lost in the advertising.
With the current situation with the pandemic and the global box office numbers, Disney is still monitoring and adjusting its plans on a case by case basis. Especially with some studios once again starting to pull some of the titles from this years release schedule due to a rise in numbers. While no more films are currently announced for Disney+ Premier Access, when they’ve got data from five completely different films, they’ll be able to make a long term plan, and with consumers demanding content to be available to them much faster than at any other time, this survey could indicate it’s not all over yet.
Would you like to see Disney+ Premier Access continue?