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(Bloomberg) – Shares of Walt Disney Co.
The shares rose to 3. 9% to $137. 14, the largest intraday gain since August 4, after researchers’ initial knowledge warned that “Mulan” helped bring Disney app downloads to life. Deutsche Bank AG has also updated Disney’s acquisition board for a suspension. raising their prospects for transmission.
Mulan, a new live version of the 1998 animated hit, came to light Friday after the pandemic caused Disney to leave its film release blank in the United States. $30, a technique the company has never tried before. Disney releases the film in theaters in countries that do not have the streaming platform.
Streaming app amenities increased 68% to 890,000 over the weekend, according to Sensor Tower Inc. , a “Mulan” sign brought new consumers to the service. Dollars spent on the app increased 193% to $ 12 million from the previous week, according to the firm.
“Mulan,” the most-watched movie online this week, ended, according to the Reelgood streaming platform, which has 2 million customers. It accounted for 15% of broadcasts for the 20 most sensitive titles on the platform, compared to 9. 1% for no. 2 film, “I’m thinking about the end of things. “
“Mulan” is a high-profile check from viewers who are willing to pay for new online videos, a technique called PVOD, or premium video on demand. The Covid-19 crisis, which closed theaters around the world, prompted Hollywood studios to experiment with other PVOD strategies. Universal Studios by Comcast Corp. released his film “Trolls World Tour” in April for a payment of $20.
“Mulan’s publication on PVOD last weekend serves as an initial point of evidence related to PVOD,” said Bryan Kraft, an analyst at Deutsche Bank, in his inventory update report.
Disney said the release of “Mulan” was a unique occasion caused by the pandemic, but shows that Disney can do more with premium videos, Kraft said.
“Disney can also offer a ‘new version’ point at Disney that gives subscribers access to all new versions at a higher price,” he said. And as Disney adds more subscribers and increases monthly rates, it would possibly become imaginable to post new videos on the platform at no special cost,” he said.
This technique is more cost effective than streaming video through third parties because “Disney maintains more revenue, captures knowledge and adds to the overall Disney subscription,” he said.
In July, Disney put “Hamilton,” a filmed edition of the Broadway screen, on its streaming service at no additional cost. “Hamilton” generated a 79% build-up or a million app downloads week after week over its weekend, Sensor Tower said. .
Market researcher Apptopia Inc. estimated the number of downloads this weekend at 674,000. About two-thirds of them were from the United States.
The figures only reflect downloads from Apple Inc. online stores. and Google and not other tactics in which consumers can subscribe to Disney and buy “Mulan”, such as Roku Inc devices. and Amazon. com Inc. A download does not necessarily mean converting it into a sale or a new customer.
It would probably take longer to get a full picture of how “Mulan” did it. Disney is not expected to publish purchased numbers.
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