How Much is Enough?

 

    Recently I posted on my Facebook page my disdain for Disney+ requiring an additional $30 premium pricetag to watch their upcoming new theatrical releases on their platform. In the comments of said post, one of my friends mentioned how it was actually not that big of a deal. Considering how they still need to make money to pay their creators and fund future projects. Also, my friend pointed out how I may have unintentionally given the impression that some of Disney's latest content was not worthy of financial or critical success. This was indeed not my intention, as I do find great joy in much of Disney's output. This did get me to wondering about the whole idea of premium access and rental prices as a whole. How much is really reasonable to pay for renting a new movie? Are premium access prices worth it if you're already a regular subscriber to a service? And perhaps, most importantly, isn't Disney rich enough to afford not having to squeeze more money out of their consumer base? Let's explore these questions and see what we can find. 

What's this all about anyway?

    For those who do not subscribe to the streaming platform Disney+, there is one aspect of their platform which has annoyed many subscribers, including me. In light of the continuation of the COVID-19 pandemic, Disney releases their upcoming movies to theaters and on their streaming platform simultaneously. However, there is a catch. To see their new films on Disney+ the same day it is released in theaters, there is an additional charge of $30 on top of the regular subscription fee. This allows unlimited access to the brand new movie on your account.

Why does this bother me?

    There are several reasons I find this particular business practice to be impractical and unreasonable: 1) The price is too high when you consider that most other digital movie rental platforms will rent new movies for $20 max. 2) It's paying an additional fee on top of an already existing monthly premium alienating the consumer. 3) There is no point in paying an additional $30 to watch the new movie now when that same movie lands on the regular list of non-premium available content in less than three months. 

    Furthermore, Disney+ appears to be the only streaming service, to my knowledge, utilizing this premium access plan. When you consider how most other streaming services handle their content, both old and new, it's baffling how Disney is the only one in the game that thinks this is a good idea. 

    Compare this to HBO Max, a streaming service I have written a whole article about and proudly subscribe to. They have a deal with Warner Brothers which states that they will host their new theatrical releases on the platform and with no additional charge. Yes, the new movie only remains available on the platform for a few months before it migrates to digital rental services, but at least they're not charging an additional fee on top of the subscription price. 

Does this mean I hate Disney+?

    Absolutely not! I have a Disney+ account, and I love it. I enjoy the Marvel content, especially WandaVision and the new Marvel show The Falcon and The Winter Soldier. I especially love the original Star Wars show, The Mandalorian. Disney+ has some terrific content that I enjoy, and I look forward to seeing what will come next. 

Is the $30 premium for new movies really that big of a deal?

    Well, yes and no. One valid argument for the premium fee is that it's roughly the price of two movie theater tickets plus snacks. It's more or less how much you would pay for the traditional theatrical experience. Plus, as mentioned earlier, you can watch the new movie as many times as you wish, and its $30 premium is only temporary. On the other hand, they're demanding you pay more money while you're already paying a monthly subscription fee. This feels unreasonable to me. 

So, why does it still bother you?

    Compare renting a brand new release on Amazon or Apple TV. The highest price you'll likely pay there is $20. Which, while still a little steep, is not entirely unreasonable. It's about the price of two theater tickets without snacks. Plus, after a while, the price will either go down a bit, or the movie in question will show up on another platform at no additional cost. Also, those inclined may consider purchasing the film on physical media if they care about it enough. 

    The way Disney+ is choosing to handle their new theatrical releases on their streaming platform seems a bit unreasonable in terms of price and practicality.

    Also, let's face it, this is Disney we're talking about. The company that practically owns most if not all of Hollywood. You would think they could afford to not charge an exorbitant amount of extra cash for the privilege of seeing their latest projects at home. 

Disney makes their fortune elsewhere. 

    Something else to remember about Disney is that they don't make most of their money from their films. Their biggest sources of revenue are their theme park attractions, luxury cruise lines, and media networks. Not to mention their merchandising, license agreements, and copyright lobbying. Yes, Micky Mouse should technically be in the public domain by now, but Disney's lawyers and lobbyists will continue to push that goalpost further down the track for as long as they live. 

    Now, it is true that Disney is likely going to lose a substantial amount of money in the fiscal year due to the COVID-19 pandemic. But, again, this is Disney! Whatever money they lose will almost be instantaneously made back with their sales of Marvel, Star Wars, Muppest, and PIXAR content. Also, last time I checked, despite most of the population still not yet vaccinated, they're still visiting Disneyland. 

    In all honesty, it feels less like Disney is taking a massive loss and more like they're just not going to afford the addition on their already expensive house. 

What about the creators?

    Now, I've never worked at Disney, so I cannot attest to how they treat their creators, animators, and filmmakers. However, what I can say is that the only way studios measure the success of any given project, and what determines their future, is how financially successful said project is. With the release of Raya: The Last Dragon, a film that provides some much-needed representation to southeast Asian talent, there is also the argument that giving this movie your money contributes to telling the folks over at Disney that you want more quality content and representation of cultures outside of America. Which is, in and of itself, a good thing to demand. 

    This argument is not so far off. It's actually the only reason Paramount keeps forcing Michael Bay to make more Transformers movies. Not because he wants to or because they're any good (they're not), but because people kept paying money to see them. People who thought they were "ironic" by seeing the movie and hating it. 

    Here's the harsh truth, folks. Paying to see a movie in theaters for ironic viewing doesn't work! Why? Because you're still giving them your damn money! If you want Paramount and Michael Bay to stop making these terrible Transformers movies, or any other movie series you don't like, STOP PAYING TO SEE THEM! The box-office does not even know what irony is!

Conclusion.

    While I understand the general reason for wanting to charge customers more for your product, especially given the world's unfortunate state, I simply do not believe that Disney of all companies is in that kind of dire need of extra cash. Maybe if the price was lower, or if they offered a variety of pricing options (like a version where you have to watch commercials in exchange for a smaller fee), I probably would not have thought that paying a little extra to see a new movie on a streaming service I'm already paying a monthly fee for was that big of a deal. Especially considering the ongoing COVID-19 pandemic. 

    However, I still believe that $30 is an egregious price to demand, and I simply will not pay it. It has nothing to do with not wanting to support the arts or demand higher quality and better diverse representation, but it has everything to do with practicality. To me, a corporation as massive and rich as Disney locking their new content away from their fans behind a $30 price tag is, at least to me, highly impractical. 

Ladies & gentlemen, I am TheNorm; thank you all for reading.