Who said streaming services were at war with cinema? In a context of growing competition, Disney+ is innovating by offering its subscribers a hybrid experience: benefit from a preferential rate of €7 per seat, for the purchase of two tickets in Pathé cinemas, for all screenings excluding special formats. This offer, reserved for residents of mainland France who are adults and hold an active Disney+ subscription, is valid for the entire period of the films concerned, while stocks last.
A loyalty strategy for Free and Disney+
For Free, which includes Disney+ with ads in its Freebox Ultra offer, and offers three months of free access to its Freebox Pop and Ultra Essentiel subscribers, this operation is part of a logic of loyalty and enrichment of its services. By partnering with a major entertainment player, the operator is seeking to enhance its offerings and strengthen the appeal of its boxes, even beyond the small screen.
For Disney+, this initiative is akin to a conquest strategy. By encouraging its subscribers to go to movie theaters, the platform is banking on the complementarity between domestic consumption and collective experience, while capitalizing on the power of its brand and the richness of its catalog. It must be said that there is no shortage of choice: the live-action remake of Lilo and Stitch has just had a very good start, and Elio's adventures in alien land are already establishing themselves as the animated gem of the summer.
Practical terms and issues
To take advantage of this offer, subscribers must log in to the MyDisney platform with their Disney+ credentials. A promotional code will then be sent to them by email within 24 hours, to be used when booking tickets on the Pathe.fr website.
Beyond the price advantage, this offer is part of an underlying trend: the desire of streaming platforms to integrate themselves more fully into the traditional cinema ecosystem. The media timeline continues to evolve, and this type of initiative could herald the emergence of new collaborative models between content producers, digital broadcasters, and theater operators.
If the operation meets the expected success, it could pave the way for other similar partnerships, at a time when the film industry is seeking to reinvent itself in the face of the rise of streaming. For subscribers, it is an opportunity to (re)discover the pleasure of the big screen at a reduced price, while enjoying the richness of the Disney+ offering at home. For industry players, it's a full-scale experimental laboratory, the lessons of which could shape the entertainment landscape in the years to come.
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