Disney.com Reboot Focuses on Content2 Oct, 2012 By: Erik Gruenwedel
The Walt Disney Co. has rolled out the first phase of a completely new Disney.com website designed to allow consumers (“guests”) easier access to studio content — including packaged media — across multiple connected devices.
With its myriad products and brands, the new Disney.com site simplifies the user experience with faster loading clips of new release movies, discs, Disney Channel series, video games and characters.
Notable to home entertainment is a page devoted entirely to the Oct. 2 Cinderella Diamond Edition Blu-ray Combo Pack and HD digital release, including pre-order links to Amazon, Barnes & Noble, Best Buy, Target, Toys R Us and Walmart. Cinderella is also available in a three-movie jewelry box set, two-disc Blu-ray combo pack and two-disc DVD combo pack. The page also offers retail links to Cinderella 2 & 3 on DVD and Blu-ray.
The refurbished Disney.com site first bowed in May as part of beta test linking Disney video games to portable devices, including tablets. Smartphone users are now spending nearly 50% more time on the site than desktop users, according to a blog post by Mariam Sughayer with Disney Interactive.
“The team responsible for building the site knew that the next generation of Disney fans would visit via mobile phones and tablets, so they built Disney.com to seamlessly adapt to the ever expanding world of devices,” Sughayer wrote.
The site, which previously revolved around marketing the Disney brand, now features channels offering original video content from Dinsey, Pixar and Marvel (no ABC or ESPN) via TV+ and YouTube. Clips this week include the upcoming Oct. 5 theatrical release of Tim Burton’s Frankenweenie.
The new site is what Disney originally envisioned during the early days of the Internet with its Go.com portal. In addition to Disney.com, the media company streams content on YouTube and Hulu, which it co-owns with News Corp. and NBC Universal.
“We still need to take Disney where our guests are,” Disney Interactive co-president James Pitaro told AllThingsD.com.