Debate commences within the Walt Disney Company committee as Robert A. Iger is ruthlessly criticized over his plans for international expansion into the United Kingdom in order to compete with rising conglomerate Universal Studios. Delegates express concerns that expanding Disney to more locations globally will only lead to more financial losses.
Mr. Iger swiftly addresses the criticisms, dismissing them as “surface level” and “stupid.” He continues, saying that “[The delegates] provide no specific examples of [what bad decisions] I have made, they just say I made [bad] decisions. I do not take [them] very seriously.” In an exclusive interview with The Times of India, the CEO reiterates “I’d like to expand into the U.K. [to compete with Universal’s planned expansion there]. I believe [that] if we win the race to build a new theme park, [it] that could be very beneficial for us.”
During the initial discussions, increasing revenue to outcompete rival Universal Studios was the primary focus. One proposal surfaced suggesting the creation of a new “Epic” theme park starring an attraction where Dwayne “The Rock” Johnson would play Mickey Mouse. Committee members varied in their degrees of skepticism towards this idea.
On the contrary, Jennifer Cohen proposes a “Disney Star Tour,” advocating for the return of past Disney stars like Zac Efron, Olivia Rodrigo, and Selena Gomez to attract seasoned visitors to Disney parks. Another delegate emphasizes the importance of nostalgia in attracting older consumers to Disney’s parks. The idea, however, is condemned by those who argue that it may not align with Disney’s current marketing strategies, which are more focused on the younger generations.
To seem appealing to the younger generation, one delegate recommended bringing contemporary pop stars and rappers like Travis Scott, Taylor Swift, and Justin Bieber into Disneyland. However, this proposal sparked controversy, with concerns raised about the appropriateness of Travis Scott’s music for a family-friendly environment, with one delegate affirming that “he killed people at his [Astroworld] concert”.
Amidst the debate over which demographic to attract, one delegate urges the committee to prioritize readdressing the “real crisis on hand,”: the competition posed by Universal Studios. The delegate argues that focusing on improving affordability and diversity in Disney’s offerings could help regain market share.
As more unravels, concerns about financial sustainability, strategic decision-making, and competition with Universal Studios rise to the forefront. The committee struggles with balancing the need for profitability with maintaining quality and Disney’s appeal. Tensions run sky-high as the committee session comes to an end. Delegates continue to discuss more innovative solutions, but the outcome of the committee’s deliberations remains uncertain.