Disney Finds out It Doesn't Pay to Go Woke, as They Face Big Trouble

AP Photo/Jae C. Hong, File

We’ve seen how companies like Bud Light and Target have taken a severe hit for the various ways in which they have bought into the woke mind virus. Bud Light has now even been hit by the Costco “Death Star,” which means they’re in deep trouble.


Speaking of trouble, let’s look at Disney.

A week ago, I wrote about how Disney had lost almost a billion dollars by going woke on some of their recent films. Megyn Kelly laid out some of that evidence showing that we’re winning against the woke when it comes to Disney, too. She explained how they lost about $900 million in their last eight feature films with flops such as “Lightyear,” “The Little Mermaid,” and “Elemental.” She said “Elemental” — with a non-binary character — had one of Disney’s worst openings ever. My colleague Brad Slager reported on some of this before and how bad it looked for Disney. We also reported how Disney is doing wild things like eliminating the dwarves from their new live-action film of Snow White. Now, instead of the classic dwarves, you get “magical creatures.” “Indiana Jones” tanked, with a projected gross of only $248 million, which won’t even cover its $300 million budget or the $150 million in marketing costs.

But it’s not only the movies.

You see the consequences of Disney’s belt-tightening all over the media world — high-profile layoffs at ESPN, executives being laid off at ABC News radio, Disney selling off its last radio station, cancellations of television shows on FreeForm, removing lots of shows from Disney+, and writing down losses on the company’s tax returns.

It means that Disney has had to prop themselves up from things like their theme parks and resorts. Except now, there’s a problem there too. As the Wall St. Journal noted in their article “Disney World Hasn’t Felt This Empty in Years,” park attendance has dropped noticeably.


Travel analysts and advisers say traffic to Disney’s U.S. parks, and some rival parks, has slowed this summer. Data from a travel company that tracks line-waiting time at Walt Disney World in Orlando, Fla., shows that the Independence Day weekend was one of the slowest in nearly a decade.

Disney executives have said they have expected weaker earnings from their U.S. parks this year. The Orlando-area resort is even offering hotel discounts around Christmas, typically a peak period.

Part of that is the incredibly high prices that are just prohibitively expensive for a middle-class family.

The current ticket prices for Walt Disney World and related theme parks for just a day are:

Disney’s Animal Kingdom: $109-$159
Disney’s Hollywood Studios: $124-$179
EPCOT: $114-$179
Magic Kingdom: $124-$189

That’s pricing people out of the trip. And that’s only the tickets, not all the other expenses like food.

Who’s going to shell out thousands of dollars for a family of four for a couple of days at their Star Wars hotel? Not many people, which is why it tanked. It opened in September last year; it’s now closing in September this year.

At some point, Disney’s leadership embraced the strategy of attracting a smaller but much wealthier clientele when it comes to the company’s theme parks. That’s Disney’s right as a business, although as we see above, at some point, you run out of fabulously wealthy families willing to pay those prices. The world only has so many parents willing to spend $4,800 to $6,000 to hang around with Star Wars characters for two days.


That is not a good look or smart business operations when you crater things like that.

While part of the problem may be pricing, they are also alienating a significant part of the public with woke moves; you’re cutting the number of people willing to go and plunk down that money. But Disney built itself originally on being a “family” place and family entertainment. If people don’t think that’s what you are anymore, they aren’t going to come.

So just like Bud Light and Target, Disney is painting itself into a corner. When you don’t pay attention to your customers, your customers are going to tell you what they think — with their feet, walking away from your brand.


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