February 26, 2014
The Disney Movies Anywhere app
Walt Disney Studios is targeting families and oldsters who’re increasingly watching full-length movies across multiple devices with a brand new video service that features a mobile application and Website.
The film studio’s new app is a part of a larger cloud-based product called Disney Movies Anywhere that lets consumers discover, buy and watch films on tablets, smartphones and laptops. The initiative ties together three of Disney’s brands — Pixar, Disney and Marvel — right into a hub of cross-screen content.
“Disney has long been committed to bringing high-quality entertainment experiences to consumers, and we’re very fascinated about reaching them where they’re, through new platforms and with new technologies,” said Paul Roeder, senior vice chairman of world communications at Walt Disney Studios, Burbank, CA.
Watch on mobile
Disney’s new Disney Movies Anywhere app works with iPhone, iPad and iPod touch devices. There’s also an online section of the service.
The service incorporates greater than 400 films and is associated with an iTunes account. Each movie is $19.99.
Once consumers create an account, they will watch their films and extra content from any device.
Disney Movies Anywhere also includes multi-screen watching in order that consumers can watch content across different devices while. The internet component features a streaming function in order that consumers can instantly begin watching a film from where they left off from a mobile device.
A screenshot of the app
Disney is luring consumers into the service by offering a limited-time offer. In exchange for signing up for an account, users receive a free digital copy of “The Incredibles.”
Disney Movies Anywhere movies are bought through Apple’s iTunes.
With more families swapping out physical DVDs with streamed and digital content on Netflix and Amazon Instant Video, the postulate behind Disney’s new video platform is to present consumers more cross-device options in how they watch content.
Additionally, the initiative benefits Disney because the company is ready to drive sales of its own titles.
Another screenshot of the app
Instant redemption
Disney Movies Anywhere also builds on some on-pack initiatives that Disney has had in place since 2008.
Disney DVD and Blu-ray products include codes that may be redeemed for digital versions of films, merchandise and other offers.
With the hot Website and mobile app, consumers can now type inside the codes to redeem the digital films. Consumers also earn points from the Disney Movie Rewards program.
Additionally, the service now pulls in copies of the digital editions that were previously redeemed throughout the Disney Movie Rewards program or iTunes.
“Disney Movies Anywhere fits right into this strategy alongside the company’s other digital initiatives,” Mr. Roeder said.
Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York