Original excerpt from our March newsletter, now expanded with additional details. You can subscribe here.
If you could read between the lines of this month’s newscycle, one thing would be abundantly clear and that is Disney wants to project a stronger image of being a tech/innovation storytelling company.
From SXSW to insightful Imagineering YouTube videos to NVIDIA, it’s clear Disney wants to embrace Walt Disney Imagineering and the tech space. The BDX Droid world tour is a key example. Disney partnering with NVIDIA and Google DeepMind on BDX Droids is huge, and the other key is the fact that Disney is paving the way for the next generation of audio-animatronic characters. The BDX Droids are just the start.
“The BDX droids are just the beginning. We’re committed to bringing more characters to life in ways the world hasn’t seen before, and this collaboration with Disney Research, Nvidia and Google DeepMind is a key part of that vision,” Kyle Laughlin, senior VP at Walt Disney Imagineering Research & Development, said in a statement. “This collaboration will allow us to create a new generation of robotic characters that are more expressive and engaging than ever before — and connect with our guests in ways that only Disney can.”
So we can expect some exciting audio-animatronic characters on the horizon. I also wouldn’t rule out seeing Disney work with more tech companies like NVIDIA and Google on certain projects. Disney wants to embrace the tech side to show they aren’t just a media company. The media blitz at Walt Disney Imagineering has also been helpful with this narrative.
Cleo Abrams did a great look inside Walt Disney Imagineering. Her video showcased the various innovations at Walt Disney Imagineering. Kevin Feige even made a cameo alongside Disney Parks head Josh D’Amaro. Feige, a well-known Imagineering nerd, also revealed that WDI and D’Amaro’s team actually was on set of a Marvel Studios film to see how they could extend that world into the Disney Parks. (Although it wasn’t revealed in Cleo Abrams video it seems likely to be The Fatastic Four: First Steps which is inspired by EPCOT and Tomorrowland in many ways).
Disney’s SXSW showcase also featured a panel from Disney Accelerator, Disney’s start-up incubator that includes Epic Games and Kahoot as alumni. The startup panel featured names from StatusPro (sports gaming experiences), Illumix (AI/XR experience company), and ElevenLabs (AI audio platform). I wouldn’t be shocked if Disney leans into Accelerator more as they get further into AI, gaming, and the overall tech space.
Speaking of gaming and AI, Disney continues to give optimistic updates about its collaboration with Epic Games. Iger described the new universe as a “gaming platform, streaming platform, creator platform, and also a social network all in one.” It’s very clear Iger wants to paint the picture of how tech-focused Disney is and how the lofty project will make its money back. Plus, Iger and Co. gave some cryptic updates on Disney’s AI efforts. Iger mentioned the importance of human creativity, and he also said Disney is considering three things when it comes to AI: That Disney’s IP remains protected, that Disney’s creators are being respected, and that Disney’s customers are being considered and valued. Let’s see how that plays out, folks!
How does “Disney as a Tech Company” play into succession? Well, look at the guy steering the current focus. Disney Experiences Chairman Josh D’Amaro is overseeing a massive division — the one that consistently brings in revenue. D’Amaro is also spearheading the Disney-Epic Games universe, a huge company-wide initiative. It’s also no coincidence that most of the tech and innovation space falls under D’Amaro’s purview. We truly may be witnessing a Disney strategy shift in real time. Could Iger/Gorman be soft-launching a more tech-focused Disney under D’Amaro? One thing is for sure that Disney would salivate if it could ever have a stock price that looked like a tech company. (In my own personal opinion — this isn’t financial advice — but Disney has always gotten the short end of the stick from Wall Street, some truly questionable businesses have higher stock prices than a company that consistently makes money…)
The narrative is shaping, and I think we have to keep seeing how Disney portrays itself as a tech company. The company clearly has an ambition to do more in that space. Could the tech and innovation strategy be a way of making Disney stronger against its trio of tech rivals in Apple, Amazon, and Netflix? We will have to see.
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Zach Perilstein is the Editor-in-Chief of the Boardwalk Times
