Disney.com to stream full-length pics
Company plans to expand online offerings
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Pics including "Finding Nemo," "Monsters, Inc.," "The Princess Diaries 2" and "Freaky Friday" will be available on the site for one week each, following their ABC broadcast on "Wonderful World of Disney" this summer.
At this point, advertising is limited to a short pre-roll spot and contextual ads on Disney.com, but the Mouse House plans to add more spots as it expands its online video offerings.
Disney sells the same pics for digital downloads on sites including iTunes, but those offerings are permanent and ad-free. All the pics have had their DVD bows, lessening concerns about cannibalization.
Nonetheless, the streaming program marks a significant shift away from Disney's dual rental and purchase approach toward a trifurcated model now employed with TV programming. The Mouse House has been offering free streaming of programming from the Disney Channel for some time on the site. Its goal is to mix shortform and longform video offerings to keep youngsters immersed as long as possible at Disney.com.
"Finding Nemo" launched the "Wonderful World of Disney" online program this week. It will be followed later this summer by "Monsters, Inc.," "Haunted Mansion," "Confessions of a Teenage Drama Queen," "Princess Diaries 2," "Freaky Friday" and "Peter Pan."
The "Wonderful World of Disney" tie-in program will be suspended for one week to accommodate the Mouse House's "four platforms in four days" program for "Camp Rock." Made-for will debut on the Disney Channel on June 20, then subsequently run on ABC, ABC Family and, on June 23, Disney.com. Disney has designed interactive content to enable fans to chat and play games while watching.
