Disneyland’s fantasy world makes the reality of its data mining palatable
Unfettered access to customer information has given the company insight into the value of its offerings
We’re in the heat of the summer blockbuster season, when Walt Disney is taking over cinemas with releases such as Toy Story 4 and live-action versions of Aladdin and Lion King. There’s another aspect of the season Disney is effectively capturing: summer holidays — and reams of data on the things you do inside its amusement parks.
With the recent opening of the Star Wars: Galaxy’s Edge theme park at California’s Disneyland, the company continues to mine its portfolio of franchises and boost its $20bn resorts business. Last week, Disney announced the opening of another Star Wars extension at Disney World in Orlando, Florida, a follow-up to its massive Avatar annex. And next on the schedule is a slate of Marvel comics-themed attractions from Hong Kong to Paris...
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