Vote of the week: What can Disney do to convince you to buy 'Glow with the Show' ears?
Disney announced today that it will soon begin triggering "Glow with the Show" ears at Fantasmic!
at Disneyland Park. This is the first use of the ears at Disneyland - they've been part of the show at World of Color, the Mad T Party and Cars Land at Disney California Adventure all summer.
But is enabling their use at another show enough to convince more visitors to buy the ears, which run about $25 a pair? What else could Disney offer would-be buyers to convince them to get these ears?
When the entire crowd is wearing the Glow with the Show ears, the effect is stunning - it expands the show into the audience and makes the event a truly immersive, 360-in-the-round experience. But when only a few people in the crowd have the ears... meh. It just looks like a few people wearing hats that randomly light up. There are not enough ears blinking to see the coordination that's supposed to be there.
I wrote about Disney's Prisoner's Dilemma problem with Glow with the Show ears. But what if Disney offered another inducement when you bought the ears, such as a free, bonus Fastpass to any attraction? Or a reserved space in a special viewing area at a Glow-enabled show? (That perk would have the added benefit of concentrating the ears in one area, making it easier for everyone else to see them in action.) Or what if Disney just expanded the use of Glow ears to Walt Disney World, too. Would being able to use them on both coasts entice you to buy?
Please tell us in the comments if there's something else you'd like to see Disney do to spread the use of the ears - giving them away to on-site hotel guests, including them in package dining deals at selected table-service restaurants, etc. (Let's skip the obvious option of lowering the retail price. I suspect Disney would just dump the program before it sold the ears at a loss.)
Thanks for participating in this week's vote, and thank you again for your continued support of Theme Park Insider! Have a great weekend.
Just lower the price to get them out the door!
So, let me get this straight - I'm to pay $25+ dollars to wear a silly hat that makes the show more enjoyable for other people but does absolutely nothing for me. I studied economics in college, but you don't have to be an econ major to realize that makes no darn sense. Reverse it, so someone pays me $25 to wear the hat, and we have ourselves a deal.
$25? No freaking way would I buy one.
As it is right now, I would never buy these. They just are not worth the price, and honestly I couldn't see very many people who are not Disney fanatics or souvenir collectors buying them. I also don't see them being around for too long if they don't sell, and them possibly drawing complaints elsewhere as a distraction (I definitely wouldn't want a sea of these in front of me at Fantasmic).
People don't seem to mind higher admission prices, so just raise the tickets by $25 and give everyone a hat for free. :-)
Lower the cost - a lot. Too many different ear hats out there already. Nothing that the person wearing them does is interactive. I can't see paying even more, to be a part of the show.
I picked "No Way" because the price is too high for me to pay for them is not an option. The price would have to come down AND there would have to be an added benefit probably before I'd consider. I already paid to get into the park..... I'm not going to pay them so that I can basically be a part of one of the attractions.... that is like asking me to play a small supporting role in one of their films.... but I have to pay them to do it instead of them paying me.
Basically, what Tyler said makes sense. Why pay $25 for other people to be able to see a light show on my head.
They need to expand to WDW and get a free FP with purchase.
Make them cheap for APs with out the discount
This is a way overpriced merch item being pitched as something one just has to have to see the show in the right light. First, they come across as something that isn't attractive. Second, as much as we are part of a global economy and a lot of commodities we use come from other countries, knowing that Disney uses their clout to secure rock-bottom prices from overseas suppliers - when they could also be made by American firms - drives me a tad nuts. Sometimes the geniuses who head up marketing, promotions and merchandise should step back and put themselves in their patron's shoes before pissing away their company's dollars to try and present a platform that only the top 1% could afford. What has happened to common sense and reasoning. Like the casinos where the slots players, although detested, still make up the core business; theme parks depend on the yearly, family and local middle-class crowd to keep their businesses humming 365/24/7. We are pushing the point of no return with regard to gate, food and merchandise pricing and I guess that fact will only be impressed upon the leadership of these parks when there numbers drop to a point where the CEO is bounced, stockholders start to scream; and Wall street analysts decry the little guy being taking advantage of.
Right out of the gate I'd offer free personalizing of the hats, then I'd offer a family pack discount for purchasing 4 or more, followed by a special "Glow with the Show" ears VIP meet and greet with Mickey and Minnie (throw in a special GWTS demo conducted by M&M).
I was at DCA this past week and watched World of Color. It's becoming pretty clear these things are not taking over the show. Few people had them to the point where they were not "glowing the show" by any means. It was a decent idea to make some more money off of World of Color, along with the pic-nic meals, but I'm guessing these will be discontinued soon.
I like Disney, but I would not be caught dead wearing Mickey ears, of any kind....I made the mistake of putting an Aerosmith wig on momentarily in the Rock & Roller Coaster gift shop. My girlfriend snuck a quick embarrasing picture and emailed it to all my friends & relatives. You have to be careful in this high tech society.
Based on the results of this poll so far, over 60% of the people would be interested in the "Glow in the Show" ears, so Disney just has to figure out the best way to circulate them. I like the idea of a reserved viewing area, or multiple reserved areas, for those who purchase the ears. If the viewing areas are properly positioned it could really add to the impact of the show. Seems like a win-win to me.
Drop the price to $19.99, include special reserved viewing area for the day of with proof of purchase, 1 golden FP ticket and a Special commemorative "Glow with the Show" trading pin only available with purchase of the hat. I'm sure that would move a few more units.
I think what Disney is missing here (or they already are thinking this way and just putting their toes in the water to check it out) is they are sitting on a interactive goldmine with these hats!
Hmmm. I damn near bought a pair the last time I saw World of Color. But it was at the end of my trip and funds were also kinda near the end.
I will never buy one, but if it is offered as part of a dining package with reserved viewing for around $5 to $10, I might consider it. Something like this should be an incentive buy. Otherwise, it makes no sense to buy an expensive object that can only be enjoyed for a few hours at the most.
If they offered VIP seating/ viewing with them, I'd buy. But yeah, considering the actual owner of the hat can't enjoy them... I guess if you like contributing to the greater good? Too many people are selfish in this world, so unfortunately it will take a lot to convince people to buy a hat that only allows others to enjoy it.
How about the hats work at home via wifi when on certain Disney web sites. Just a thought. And what do you think is there cost to mass produce these in China? Not research/development. Actual cost to manufactor? I'd say $3. Then why such the price gouging. Probably just a test market to see what people in mass will pay.
How is it price gouging if the cost of research and development has to be covered as well? DLR is still adding more features to where the Ears work, so the money has to come from somewhere. $10 more for electronics? Considering the regular hats are $15-ish, this ain't bad.
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