Disney is no longer limited to theatres and DVDs as it officially launched a cloud-based digital movie service through its web and app - Disney Movies Anywhere (https://www.disneymoviesanywhere.com/) last Tuesday.
The service offers consumers to buy and watch online Disney, Pixar & Marvel movies from a library of over 400 titles. The app is available for all iOS devices through Apple Inc's iTunes store and separately via Disney Movies Anywhere web and app.
An integrated approach with iTunes, rules out the competition from the market. The app is available for download for iPhone, iPad and iPod touch; and it may be accessed through Apple TV (through iCloud or using AirPlay). It functions as a streaming movie service when consumers log in to the website on their personal computers or laptops.
As per Jamie Voris, the chief technology officer for the Disney Studios, "The beauty of this technology is that it enables us to work with iTunes and future provider partners to ensure movie lovers have streamlined access to all of their favorite Disney titles no matter what device they are on."
Disney's services are based on its proprietary digital rights locker KeyChest, similar to UltraViolet, a cloud storage service used by other major Hollywood studios.
To promote the service, Disney announced the exclusive availability of the recent animated blockbuster "Frozen," three weeks before its DVD and Blu-ray Disc release, with bonus features including some deleted scenes. There's a similar promotional offer available for "Thor- The Dark World", with 10-bonus features including deleted & extended scenes. Actually, the app feature called the 'Discover area' features original, exclusive, and behind-the-scenes video.
There's also, a limited time offer to receive a free digital copy of the Disney/Pixar classic "The Incredibles" for those who activate and connect their Disney Movies Anywhere account to their iTunes account...
The first time users can also earn 50 Bonus points with purchase of any of the select "Best Animated Film" winners.
There are many customizations available to make the app an "individual experience". This makes the app and service more attractive to parents and Disney fans who regularly buy from Disney. Disney also expects to boost its sales which had declined in recent years due to decline in purchase of DVDs. Disney is also in talks with other retailers to provide the service outside of iTunes.
