On November 20, 2013, Walt Disney JAPAN will embark on a new challenge. On the same day, the company will release video merchandise for the popular movie "Monsters University", which will be released this summer. That is, Monsters University MovieNEX.

The term "MovieNEX" is a term that most people have heard for the first time. After all, this is the first new type of imaging product to be introduced to the market in November this year. However, the content of the product is simple: Blu-ray &DVD as imaging software, a digital version (image delivery) that is compatible with cloud computing, and a "MovieNEX world" where you can experience a variety of content information related to the work on the website that can only be accessed by purchasers.

And it is this "MovieNEX" that is currently attracting attention from all sides. Since September 25 of this year, Walt Disney JAPAN released strategic information about MovieNEX, and this new term has now been discussed among industry insiders as a "revolution in the video business".

One of the features of MovieNEX is that it is possible to commercialize digital distribution of images that are growing rapidly as quickly as possible. The bigger change, however, is that the core idea of the product is that the purchaser does not get a physical product, but has the "right to watch the work". In other words, if you buy MovieNEX, you can enjoy not only Blu-ray and DVD, but also digital reproduction images on desktops, laptops, and smartphones. This is called "the right to view the work".

As for the content of the "MovieNEX" product, a Japanese media recently interviewed Ms. Yasue Imai, the marketing director of Walt Disney JAPAN Group, about what "MovieNEX" will bring us.

In this era, "MovieNEX" is in need

If you are a person who has studied a lot about the business side of imaging, then you will definitely notice that in recent years, the business model of imaging has rapidly evolved from traditional physical software to the direction of distribution. However, on the other hand, although digital delivery is still a growing market, Blu-ray & DVD sales still occupy the majority. If you ignore the status quo and act hastily, then you will definitely lose everything.

In this situation, it is a good idea to use digital delivery as a standard and sell it in combination with physical imaging software. But who would have the courage to try such a bold approach when everything was to be put into a digital version? And what is the reason for Disney to test this model now?

"First of all, we, as a Disney whole, have incorporated the latest technology into this model. And, in the current situation, the entire network environment is in a period of adjustment. That's why we're here. Imai said. She then explains the surprising background factors.

"The popularity of laptops and smartphones is also the reason why we are willing to test the waters. Lately, I've been hearing about kids fiddling with notebooks there, right? The main customer group that buys our products is also families with children. In Imai's words, they set their target on home consumers.

"According to our own adjustment, customers who have a demand for our products are not only families with children, but also users who use smartphones."

When we hear about the introduction of new technologies, we often think that it is not for young people who are good at IT. However, "MovieNEX" is aimed at a wider consumer group. Thinking about it this way, it's not hard to understand Disney's decision to select the first installment of "MovieNEX" as "Monsters University", "Monsters, Inc.", and the "Toy Story" series.

Since this technology is aimed at a wider range of people, Disney will actively invest "MovieNEX" in more popular blockbusters in the future. It has been confirmed that "Lone Ranger MovieNEX" will be released on January 15, 2014. And there is a high possibility that the "MovieNEX" version will be released in the newly announced works in the future.

Especially for some works and characters that are already familiar to everyone, "MovieNEX" will be more actively integrated into them. This makes it seem that "MovieNEX" video products will become the main products of the Walt Disney JAPAN company zuò in the future.

Surprisingly unified pricing strategy: Dealing with convenience and multiple needs at the same time

Another surprising feature of "MovieNEX" is the variety of products. In the past, Blu-rays & DVDs were usually divided into regular editions, limited editions, special editions, etc., and the same product was sold in multiple editions.

However, "MovieNEX" has set the version to include a single product with four types of content (Blu-ray, DVD, digital version, and MovieNEX world). As for the bonus images that appear in the limited edition items, purchasers can also browse them in the MovieNEX world. It can be said that "MovieNEX" is in hand, and I have it all over the world. In the future, the "MovieNEX" genre will no longer be released in a low-cost version.

Although it seems to be a condensation of limited edition goods. But that's not what "MovieNEX" is about.

"We're not going to make some merchandise with premiere images." Imai says, "Nowadays, when customers are faced with four or five items in the store, they are worried about which one to buy. In addition, for those who buy products, it is often unclear which products to buy that will sell better. If we combine several products in one here, then there will naturally be only one product that we recommend to our customers. And it's a one-of-a-kind Disney product. ”

If there is only one product, it may seem that the scope of the purchaser is also limited. Actually, though, the idea of "MovieNEX" is the opposite.

For example, the method of digital delivery. "MovieNEX" supports both online viewing and downloading. In this way, it can meet the needs of users to watch online with convenient media tools and keep their works with them.

According to Imai's theory, "Normally, digital delivery can be downloaded and sold using iTunes. Originally, you may think that this mode can only be downloaded as a way to choose, but MovieNEX can also realize the convenience of online viewing. ”

After listening to Imai's introduction, we can see that "MovieNEX" has positioned itself in a position that meets the needs of a wide variety of users. Disney's popularity often leads to the misconception that their goal is to improve the effectiveness of their extensive marketing. But in fact, Walt Disney JAPAN's approach is to meet the needs of users through physical images and various forms of credit distribution methods. The launch of "MovieNEX" is an attempt to meet the diverse needs of the company.

Well, now we can announce that Disney's MovieNEX of "Movie + New Experience" was born!

It will be released on Wednesday, November 20th

Monster University MovieNEX

Mickey Mouse's Christmas Carol 30th Anniversary Edition MovieNEX

Toy Story MovieNEX

Toy Story 2MovieNEX

Toy Story 3 MovieNEX

Monsters, Inc. MovieNEX

It will be released on Wednesday, December 18th

Pirates of the Caribbean/The Curse of the Black Pearl MovieNEX

Pirates of the Caribbean/Coffin MovieNEX

Pirates of the Caribbean/World's End MovieNEX

Pirates of the Caribbean/Monsters MovieNEX

It will be released on Wednesday, January 15, 2014

Lone Ranger MovieNEX

All prices are 4,000 yen (excluding tax)