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Last week, Disney briefed the press on how it’s bringing the entire Hulu catalog into its Disney+ app, with a dedicated tab for accessing Hulu’s more adult-oriented fare. But despite all the headlines you might’ve seen about the Hulu app shutting down, Disney says it’s not happening anytime soon, if at all. According to Disney, the company has no timeline for getting rid of the dedicated Hulu app, and will continue to sell stand-alone Hulu subscriptions. The company still sees Hulu as an important part of its streaming strategy, serving as a catchall for content that doesn’t fall under tentpole Disney brands such as Star Wars and Marvel. Outside of the United States, Disney is even ditching the Star brand that it used for this type of content as it tries to make Hulu a recognizable brand globally. Jason Wong, Disney’s senior vice president of product management, tells Fast Company that Disney does want to shift Hulu subscribers over to its unified app. Both services are still growing and have a combined 183 million subscribers. A decision to wind down the stand-alone Hulu app, though, will depend on how customers respond to the Disney+ push. “Our strategy is to build up the Disney+ application and make it a great place for both Disney+ and Hulu users. If you want to consume Hulu on the stand-alone Hulu app, you can continue to do that,” Wong says. Hulu plus Disney+ Hulu launched in 2007 as a joint venture between NBC and Fox, with a focus on streaming network TV shows. Disney became Hulu’s majority owner after acquiring 21st Century Fox in 2019, and it bought out the remaining 33% stake from Comcast (which owns NBCUniversal) for $438.7 million in June. This gave Disney full ownership of a service with more than 55.5 million subscribers. (Disney+ has 57.8 million subscribers in the U.S. and Canada, and 127.8 million globally.) Disney is now positioning Hulu as its brand for general entertainment, in contrast to the more family-friendly propertiesDisney, Pixar, Marvel, Star Wars, National Geographicthat fall under the Disney+ banner. That covers originals from Hulu and FX, next-day network shows from ABC and Fox, and licensed content from other networks. [Image: Courtesy of Disney] Still, Disney CEO Bob Iger has been talked up the value of having both services in a single app, and last week the company previewed what that app will look like. In the coming weeks, some Disney+ users will start seeing distinct Disney+, Hulu, and ESPN tabs at the top of the app, along with a “For You” tab with recommendations spanning all three. This helps serve Disney’s goal of getting customers to pay for more than just one of its three services. Wong says customers will see tabs even for the services they’re not paying for, and the app will offer samplings of content from each. “It’s to give people a bit of a taste as to what the breadth of our catalog offers, and encourages you to upsell into a bundle that makes sense for you,” he says. The new tabs aren’t just about upselling, though. Wong says Disney’s also been refining its recommendation algorithms in the For You tab and wants to emphasize them more. This will help Disney make “bolder” recommendations knowing that users can always click into the offerings from each service individually. “Now, if you know you’re in the mood for general entertainment or sports, it’s just one click up, two clicks over to Hulu, or three clicks over to ESPN, and it’s really fast,” he says. What happens to Hulu from here? Regardless of which app people use to access Hulu, Disney is adamant that it’s not going away as a distinct brand. If anything, it’s becoming more prominent. Last week, Disney ditched its Star brand for general entertainment outside of the United States. Its replacement? Hulu. Disney had launched Star as its international entertainment brand in 2021, two years after taking over Star India and Fox’s Asia Pacific operations as part of its 21st Century Fox acquisition. It may be less attached to the brand after selling its majority stake in Star India for less than it expected as part of a plan to merge the business with Reliance-backed Viacom18. The brand shift will require plenty of customer education from Disney. But Wong says this solves the problem of having fragmented marketing in different parts of the world. “It’s going to strengthen and make it easier for us to talk about a unified app experience when we’re not talking about Disney+ and Star in some countries, and Disney+ and Hulu in the U.S,” he says. As for Hulu in the United States, Wong acknowledges that having a single application may be more efficient for Disney in the long run, both from a technical and marketing standpoint. Still, it’s a long way from making that happen. For one thing, Disney acknowledges that its work on tying Hulu and ESPN into the Disney+ app is incomplete. It has not yet demonstrated how it’ll integrate Hulu + Live TV, its $83 per month cable replacement service with features like DVR and a grid-based channel guide, though Wong says all of that will be coming to the Disney+ app eventually. The company also plans to iterate on its initial redesign based early customer feedback. “What you see today is definitely not what all of us will be seeing even three or four months from now,” Wong says. As it builds more features into the Disney+ app and starts nudging people to switch, it will start looking at how much time people spend in the app, how easily they can find what they want, and whether they continue to dip into the stand-alone Hulu app. The goal is for Hulu subscribers to prefer using the Disney+ app, but Wong says data from users will determine when that might happen. “If, ultimately, our products make it hard for someone who just loves Hulu to get to Hulu content, we’ve faled,” he says.
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E-Commerce
“Tron: Ares” powered up the box office grid in the top spot this weekend, but Disney’s third entry in the sci-fi franchise fell short of expectations.Despite some favorable reviews including a three-out-of-four-star one from The Associated Press the new “Tron” film starring Jared Leto, Greta Lee and Jeff Bridges earned $33.5 million, according to Comscore estimates on Sunday. The big-budget project, reported to cost around $150 million, arrived 15 years after “Tron: Legacy” opened to $44 million before grossing more than $400 million globally.The latest chapter follows a battle between two powerful technology firms, Emcom and Dillinger, who face off against the same artificial intelligence barrier. Both can generate physical creations using laser-based 3D printers but each creation lasts only 29 minutes before collapsing into ash.“Tron: Ares” was packed with action and nostalgia, but it wasn’t enough to draw big numbers across more than 4,000 theaters.“It’s been tough for that franchise to gain traction for it to become a big mega franchise,” said Paul Dergarabedian, the senior media analyst for Comscore. He noted that the original “Tron” movie in 1982 initially struggled at the box office, but it ultimately grew a cult following.Dergarabedian said the international numbers could play a key role toward the film’s profitability.“It still topped the box office,” he said. “It picked a solid release date. All eyes are on a big Disney film that is a huge brand, known and has been around for decades.”It wasn’t the only new release that struggled to connect.“Roofman,” which starred Channing Tatum and Kirsten Dunst in the blue-collar dramedy about a construction worker trying to rebuild his life, opened in second place with a modest $8 million debut.Paul Thomas Anderson’s “One Battle After Another” came in third with $6.6 million. “Gabby’s Dollhouse: The Movie” held steady in fourth place with $3.3 million. The Netflix and DreamWorks family release based on the popular preschool series continues to perform well with younger audiences in its third weekend.In fifth, “Soul on Fire” debuted with $3 million. The faith-based drama tells the true story of burn survivor and motivational speaker John O’Leary, featuring performances from Joel Courtney, William H. Macy and John Corbett.“The Conjuring: Last Rites” followed with $2.9 million, marking another steady entry in Warner Bros.’ long-running horror franchise.In seventh, “Demon Slayer: Kimetsu no Yaiba Infinity Castle” brought in $2.2 million, continuing the anime franchise’s strong theatrical momentum worldwide.“The Smashing Machine,” starring Dwayne Johnson as UFC legend Mark Kerr, added $1.7 million in eighth place.Rounding out the top 10 were “The Strangers: Chapter 2” with $1.5 million and “Good Boy” with $1.3 million.After a couple big weekends last month, the box office has taken a hit in October a month that Dergarabedian calls a bridge month between summer and holiday movie seasons. He said this month is perfect for films like “The Smashing Machine” and “After the Hunt,” which releases Oct. 17, to shine in their own way.“If you’re a movie fan, particularly in the indie, art house, award season types of film, this is a great month,” he said. “Moviegoers should embrace the eclectic offerings out there on the big screen.” Top 10 movies by domestic box office With final domestic figures being released Monday, this list factors in the estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Comscore: “Tron: Ares” $33.5 million “Roofman,” $8 million. “One Battle After Another,” $6.6 million. “Gabby’s Dollhouse: The Movie,” $3.3 million. “Soul on Fire,” $3 million. “The Conjuring: Last Rites,” $2.9 million. “Demon Slayer: Kimetsu no Yaiba Infinity Castle,” $2.2 million. “The Smashing Machine,” $1.7 million. “The Strangers: Chapter 2,” $1.5 million. “Good Boy,” $1.3 million. Jonathan Landrum Jr., AP Entertainment Writer
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E-Commerce
Want a reason to be optimistic? The global food system is showing some green shoots that suggest more sustainable farming practices are on the way. But consumers play an integral role in making that a reality, and the choices they make every time they shop at the grocery store matter more than we may realize. Thats because farmers, companies, and consumers must all work together to create a more sustainable food system, according to Paul Rice, founder of Fair Trade USA, which certifies products to meet standards around fair pricing, safe working conditions, and sustainable farming practices. We have the ability to vote with our dollars . . . to choose products that are climate friendly, that are sustainable, that are healthy, that are nutritious, said Rice, speaking at the Fast Company Innovation Festival last month in New York. And by doing that, by making that choice, we reward both the retailers and brands that are bringing us those products, but then also the growers. That said, theres an obligation for all of these various players to think intentionally about their interconnectedness, added Chris MacAulay, vice president of North America at Too Good To Go, which tackles food waste by connecting consumers to surplus food at restaurants and grocery stores. At the heart of the issue, MacAulay said, is that food is a powerful connecting force that needs to be valued. When we value it more highly, there’s enough money to help drive this virtuous cycle flywheel that we can get to. ‘Internalize the externalities’ Even so, change needs to happen on various fronts. One possibility might be to internalize the externalitiesor charge consumers some incremental amount of money that goes toward sustainability, in the same way that you must pay a deposit in many states when buying beer, noted Anthony Myint, executive director of Zero Foodprint, which mobilizes businesses to contribute a percentage of their sales to support farmers. If we want healthy soil, if we want to change farming, then we need policies and laws and programs that kind of include that littleit could be a penny, it could be a dollarbut any amount going to that change directly, Myint said. While the challenges facing the food system are a little depressing, there are signs of gradual progress that offer reasons to be hopeful, Myint said. If we can just go from doing zero to just doing anything, then it’s almost going to solve itself. Opportunity for entrepreneurs Rice and MacAulay likewise see business reasons for optimism. Theres an opportunity to continue to build and iterate upon those sustainability efforts that have begun to grow, while there are so many good ideas that havent been hatched yet, MacAulay said. And players at all stages are experiencing enlightened self-interest that will fuel the sustainability movement, Rice added. While farmers are increasingly realizing that the continuation of chemical-intensive agriculture will deplete the soil for future generations, companies are realizing that supply-chain transparency is in their own interestsand supporting more sustainable practices is good for their brands, Rice noted. Corporate America writ large is moving in this direction because it’s good for business and we have to make it so, Rice said. And so therein lies [our role] . . . to reward companies that are doing the right thing, keep reading the label, and stay curious about the impact of our purchasing decisions.
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E-Commerce
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