About the Column

Admit it. You do it a lot. You ask yourself: Why Did Disney DO That?!? Maybe you ask others, too. Maybe you gather in groups, gnaw on turkey legs, and ponder what Disney does. But any such gab sessions inevitably lead to confusion and perhaps frustration. Because none of us have the answers. Disney has the answers, but it's not telling. The Mouse justifies its actions either with "it's part of our business plan" or the even more nebulous "it's part of Walt's vision". You deserve better. In his column, Lee Beatens will uncover the truth. Or at least deliver some entertaining rants.

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FROM: Why Did Disney DO That?!? Published As Necessary

Not So Marvelous Movie Redemptions

As a true believer in the Disney Movie Rewards program, Lee Beatens greeted Disney's purchase of Marvel Entertainment with a lusty "Excelsior!". Then he found out that Marvel films would not be included in that program. Ker... plop.

One of the few things about Disney that I haven't been able to rant about is the Disney Movie Rewards program. I've had an account almost from the beginning and feel that it's a solid, well-run division of the Mouse.

In a nutshell, all you have to do is buy the Disney movies that you already want. Then you simply enter the accompanying code on the website and collect points. These points add up and then can be redeemed for merchandise with free shipping thrown in.


So Disney builds consumer loyalty and we the consumer get free stuff.

So far, so good.

Disney has consistently added more and more titles to the program, making it easier to find a movie that gives you points. Even so, only Disney and Pixar movies qualify. But being as these two studios pump out a gaggle of movies each and every year, it hasn't been a problem. And considering the large library that Disney can draw from and add to the program, we the consumer can look forward to many more point opportunities in the future.

Marvelous Opportunity?

With Disney's purchase of Marvel Entertainment, I wondered if the available titles would expand to include Marvel films. After all, Marvel has had some of the hottest movies over the past few years! Starting with the X-Men franchise and now continuing with the Avengers prequels, we should be able to look forward to many more points.

It ain't happening. No Marvel movies have been added to the program.

So why won't Disney DO this?!?

Stan (The Accountant) Lee

I don't pretend to know all of the details of the transaction between Marvel and Disney. I do know that Disney didn't get the rights to use the Marvel superhero pantheon in the Parks because Universal Studios has that privilege tied up.

Could it be that there is some other clause in the contract that forbids Disney from plundering the Marvel movie franchises as well? Probably. But that may not last forever.

I noticed that Universal started to revamp the costumes of its Marvel superheroes just after the buy out. Was this due to Disney influence? Can Disney push for some control? The appearance of Marvel toys in Disney theme parks seems to indicate the possibility.

So maybe Disney Movie Rewards will honor an Avengers movie ticket. If it does, I think that would be just super!


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