Disney+ Data Could be Used to “Personalise” Park Experiences

Paris, France - November 29, 2014: Disney Store in Paris, on the famous Champs Elysees boulevard. It is the international chain of specialty stores selling only Disney related items, many of them exclusive.

Disney CEO Bob Chapek has said that information from its Disney+ could be used to personalise visitor experiences at its parks across the world.

“For us it’s the physical and digital aspects of your Disney lifestyle coming together,” Chapek told the Wall Street Journal.

“If you’re on Disney+ we should be aware, assuming you give us the permission to have that awareness, we should be aware of what happened, what you experienced, what you liked, the last time you visited a park and, vice-versa, when you’re in a park, we should know your viewing habits on Disney+.”

Using Pirates of the Caribbean as an example, Chapek said that Disney could, in the future, be able to track that if a user went on the ride at one of its parks and then use that information to tailor the content to the user.

“What you get is special programming tailored to Pirates of the Caribbean that would be unique to people like you that is personalized towards your preferences,” he explained.

The data would also be used to help inform content production, with the data being used as a “toolbox” by creators at Pixar, Disney, Marvel, and Lucasfilm to tell stories in a different and “more customised, more personalised way” based on a users affinities.

Chapek said that, internally, Disney was “putting the arms and legs on it right now” but did not provide a specific timeline.

This would give users a “better experience in the park because we know what your preferences are in terms of viewing and a better experience on Disney+ because we know what your affinities are,” according to Chapek.

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