Amazing Returns
Disney purchased the owner of the Star Wars brand and universe back in 2012 for $4 billion and while many thought it was an expensive purchase, it only took them six years to recoup the entire investment. With the latest expansions of the universe, the brand is a key part of the Disney library as it attracts people from various generations. The return that it continues to generate must be on of the best in the media space we currently see.
They have taken a major step in the franchise as they have now found a niche in creating stories to characters within their universe as a side to the originals. Now that their content is not only in the theater, this expands their ability to leverage the brand. In the past I was impressed with their ability to take movies to television and even gaming but now that has expanded into streaming, physical amusement parks and more experiences. While it is key to have the imagination to integrate it all, it takes the influence to deploy it.
As I came to Disney today with the family, I experienced the monetization of these brands. To begin with, paying more than $150 for a day at an Amusement park does not cease to amaze me. Considering that we rode a handful of rides which required hours in line, it is crazy what we pay for. If you consider the thousands of people here at the park, it is probably millions of dollars a day being generated here. The returns continue to add up pretty quickly.
I don’t complain much about the money spent as it created some unique experiences for the family and friends we spent the day with. Therefore, it can be said that it rendered returns for me as well although the type that does not accrue monetary value. It is all about the value we perceive and create and really wish that all resources spent can find similar returns and experiences. Unfortunately, it is not always the case but at least we can find the few and treasure them for the long term!
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