Disney Announces "D23"

[Dustysage]

Disney has announced their "D23" campaign which is clearly aimed at the Disney fan community. But $75 for the opportunity to read Disney content and find out about merchandise which is already available for free on sites like MiceChat seems to be a very steep price to pay in this challenging economy.

Disney’s First Official Fan Organization Launches with
New Quarterly Publication, Web Site, Fan Events and Collectibles Line

First Quarterly Publication Features Exclusive Interviews with Tim Burton, Zac Efron and Vanessa Hudgens, as well as behind-the-scenes visit to Pixar Animation Studios

Oakland and Burbank, CALIF. – March 10, 2009 – Disney today announced the launch of D23 (www.Disney.com/D23), the first official community for Disney fans in the Company’s 85-year history. Through D23, fans will go backstage and behind closed doors to get the inside scoop from every part of Disney, while experiencing the nostalgia, adventure and fantasy of Disney as never before.

“We have a fantastic legacy that started in 1923 and is based on timeless stories, beloved characters and unforgettable experiences, but it’s our fans that keep the spirit of Disney alive year after year, generation after generation,” said Disney President and CEO Bob Iger at the Company’s annual shareholder’s meeting. “D23 is our way of saying ‘thank you’ and celebrating our fans, who bring the magic of Disney to life every day in every corner of the world.”

As a part of this new Disney fan experience, today also marks the launch of D23’s new quarterly publication, Disney twenty-three; the all-new D23 Web site at Disney.com/D23; and a new collectibles line, The Walt Disney Archives Collection, which was created specifically with D23 members in mind. D23 also will host special events for its members throughout the year, highlighted by the organization’s signature event, the D23 Expo, which will be held in Anaheim this September 10-13.

A one-year D23 membership ($74.99) includes:

• Disney twenty-three quarterly publication: A one-year subscription (four issues) to D23’s new collectible magazine filled with stunning photography, dazzling illustrations and the ultimate Disney insider perspective. This advertising-free keepsake is the all-access pass to discovering the magic of Disney’s past, present and future.
• Membership Certificate and Card: The D23 membership card and suitable-for-framing member certificate – both specially created for D23’s Charter Year -- feature many of Disney’s most beloved characters.
• Surprise Collectible Gift and Member Merchandise: Each member who joins D23 will receive an exclusive collectible gift from the new Walt Disney Archives Collection. This merchandise line was created specifically with D23 members in mind, and each piece is authorized by the Walt Disney Archives. D23 members will have exclusive or early access to a wide assortment of Walt Disney Archives Collection pieces.
• D23 Expo and Member Special Events: The D23 Expo – to be held at the Anaheim Convention Center from September 10-13, 2009 -- will be “The Ultimate Disney Fan Experience,” featuring incredible speakers, celebrity appearances, breathtaking exhibitions, interactive experiences, sneak peeks, film screenings, one-of-a-kind merchandise, and much more. All Disney fans are welcome, but D23 members will receive a discount on Expo admissions and early access to the show daily. D23 also offers unique members-only special event opportunities throughout the year.
• Disney.com/D23: All fans can stay connected to Disney every day through D23’s new Web site, featuring up-to-the-minute Disney news, feature stories, event info and more, but only D23 members will receive regular email updates on special event and merchandise opportunities exclusive to them.

Disney twenty-three quarterly publication

Disney today launches its new quarterly publication Disney twenty-three, a hybrid entertainment and lifestyle magazine that is the all-access pass to discovering the magic of Disney’s past, present and future. Its name pays homage to 1923, the year The Walt Disney Company was founded.

The premiere issue of Disney twenty-three includes exclusive features such as:

• Interviews with Tim Burton, Zac Efron and Vanessa Hudgens
• Inside look at the new Disney/Pixar animated film Up, featuring interviews with Director Pete Docter and Producer Jonas Rivera, concept and production art, and a look at the new animated short Partly Cloudy.
• A rare look inside Pixar Animation Studios in Emeryville, California. Meet the Pixar team and learn the secrets behind the success of their films.
• The doors open for two of the most exclusive, magical suites in the world: the Cinderella Castle Suite at Walt Disney World and the Disneyland Dream Suite overlooking New Orleans Square and the Rivers of America at the Disneyland Resort.

Disney twenty-three’s regular featured departments include:

• A Walk with Walt: A look back at the trials and triumphs of the man who made dreams come true and whose imagination started it all.
• D Society: From gala movie premieres and grand openings to candid Disney moments and memories, D Society takes readers backstage and onto the red carpet.
• PHOTOfiles: The legendary Walt Disney Archives Photo Library houses millions of Disney’s most cherished photographic memories, and the Archives team shares its Top 100, five in every issue. Let the countdown begin!
• Where in D?: Try to identify where in the world of Disney each issue’s mystery photo was taken.
• The Funny Pages: For the first time in decades, enjoy the vintage newspaper comic strips that helped make many of Disney’s most popular characters famous.
• Making Magic: Crafts for children of all ages, inspired by Disney’s favorite stories and experiences.
• Recipes from Disney’s most popular restaurants and eateries, past and present.

Disney twenty-three subscriptions are available only by becoming a member of D23: The Official Community for Disney Fans. Individual issues of Disney twenty-three retail for $15.95 and are available exclusively at all U.S. Barnes & Noble booksellers, all domestic Disney Stores, Disneyland Resort, Walt Disney World, and Disneyshopping.com.

DISNEY.COM/D23
The D23 site on Disney.com will serve as the premier online destination for Disney fans, highlighted by breaking Disney news, exclusive feature stories, blogs, historical retrospectives, a collectibles boutique, special event information, and other content. The D23 online experience includes News & Features, Walt Disney Archives, Disney twenty-three, Expo & Events, and Boutique23. Highlights include:

NEWS & FEATURES

• Late-breaking news, press releases, and photos of interest to fans from every part of Disney.
• “Twilight Bark” – inspired by the Disney animated feature 101 Dalmatians – offers up the latest tidbits and news “bites” from all around the world of Disney.
• Feature articles and interviews on current Disney topics from theme parks and animation to television and motion pictures, as well as historical retrospectives.
• Official Disney Bloggers – Get regular updates on films in production at Walt Disney and Pixar Animation Studios, current Walt Disney Imagineering projects, and the Walt Disney Archives.

WALT DISNEY ARCHIVES

• “This Day in Disney” – A daily walk down memory lane.
• “What’s Old Is News” – Go back in time and enjoy rare, vintage and classic articles, stories, interviews, press materials and other highlights from deep within the Disney Archives.
• “Ask Dave” – Disney Legend and Chief Archivist Dave Smith answers your questions about Disney history.
• “Archives Library” – helpful Disney reference tools including biographies, filmographies, award chronologies, Disney A to Z updates, historical profiles and other archival information.

DISNEY TWENTY-THREE

• The online home of Disney twenty-three, D23’s quarterly publication.
• Expanded stories, interviews and imagery.
• “D Society: Online Edition” – regularly updated photo gallery.
• “The Funny Page: Daily Edition” – a delightful daily dose of vintage Disney comics that haven’t been seen outside the Disney Archives in decades.
• “Making Magic” – An archive of the unique crafts featured in Disney twenty-three.
• “Disney Dish” – Always be able to find your favorite recipes from Disney twenty-three.

EXPO & EVENTS

• “D23 Expo” – The official Web site for everything you need to know about “The Ultimate Disney Fan Experience” September 10–13, at the Anaheim Convention Center, including programming, show hours, celebrity appearances, keynote speakers, ticket information, vacation packages, and more.
• “D23 Member Special Events” – Throughout the year, D23 hosts special events created just for its members. Members can find out which ones they want to attend and how to register.

BOUTIQUE 23

• D23 merchandise and collectibles, including D23 member-only offerings from the Walt Disney Archives Collection
• Hosted by Disneyshopping.com

D23 membership
D23 membership is not required to visit Disney.com/D23, but some merchandise and special event opportunities are exclusive to D23 members.

Fans can join D23 at www.Disney.com/D23, all Disney Store locations within the United States, select shops at Disneyland Resort and Walt Disney World Resort, and www.DisneyShopping.com/D23.

About D23
The name “D23” pays homage to the wonder and excitement that began in 1923 when Walt Disney opened his fledgling studio in Hollywood. Through the years, Disney has captured the imagination of millions around the world, and, as requested by Disney fans everywhere, D23 gives them a greater, richer connection to the entire world of Disney by placing them in the middle of the magic.

[Dustysage]

I'm on the D23 press call right now and would like to share my thoughts with you as we go along.

They are really just expounding upon the press release above.

Some clarifications and notes as I'm listening:

The web site will be free. But to set up an account, you will need to pay the $75.

The Expo is essentially an NFFC type fan event. It will be held in September in Anaheim. Members will get a discount.

There will be events in the parks. Special merchandise. And the magazine.

Marty Sklar (Disney legend) and Dave Smith (Disney legend and archivist) are both involved in the project and hope to gather information from the archives and Imagineering to share with the D23 community.

The charter members will be given a gift (which is not a pin). Hints were made that this is a substantial gift - but no confirmation on what it is.

Fans will not be involved in the running of the site.

[SanDiegoAl]

^^Amen to that! Quite a steep fee for registration for a quarterly rag, a small gift, and invites to spend even more money at the "We're Disney, give us ALL your money" conventions. Sorry, just not interested...

Next...

[Dustysage]

Disney claims that they will continue to be involved in the NFFC and provide the same sort of support they have in the past. However, the D23 Expo does sound like a direct competitor.

[Coast21]

Dude, they have a "Limited-Edition Walt Disney Signature Executive Collection Pen" for only $849.95! /faints

No thanks on the pen, but I'll be joining!

[Dustysage]

I'm getting a sense that they set the price just high enough to capture the details of the hard core fans and those most likely to buy their expensive collectors merchandise.

While the web site will be free, they are certainly trying to capture demographic details for those most interested in merchandise, events, and classic Disney materials, etc.

[Dustysage]

Fan sites will be able to exhibit at the D23 expo. Information will be available at d23expo.com

[Dustysage]

Questions and answers. Our own Disney Tim is the first to ask, followed by Al Lutz. Al wants to know if they considered a lower price than $75. They hem and haw and then offer up that the site is free to view and people can buy the magazines individually.

They are wrapping up the call now. Talking about hotel and ticket packages for the D23 Expo.

More talk about all the fancy (and expensive) merchandise.

Marty Sklar reinforces that this isn't just about merchandise but also about involving the fans.

The Call just ended.

[Dustysage]

The more I think about it, the more concerned I am about the "Fan" aspect of the D23 site. Yet, they didn't even attempt to reach out to the current fan communities to get us involved. They made a few tepid reassurances to the NFFC, but it is clear that the Expo will be very similar to the NFFC event.

They want our free publicity and advertising, but they don't want to reach back to give us anything in return.

[prince_david]

I saw this as I was checking out the Disney Rewards site today. Really asking for a lot of money.. I will have to pass.

[MasterGracey]

Originally Posted by Dustysage

The more I think about it, the more concerned I am about how gleeful Dave and Marty seemed to be about the "Fan" aspect of the D23 site. Yet, they didn't even attempt to reach out to the current fan communities to get us involved. They made a few tepid reassurances to the NFFC, but it is clear that they want to wipe out the NFFC and control the fans directly. This is actually sort of ominous.

They want our free publicity and advertising, but they don't want to reach back to give us anything in return.

Sort of crappy of Disney on this one.

Makes sense. After the fiasco around "it's a small world," it doesn't seem like Dave and Marty like the fans that much or the fan criticisms of the company.

Is D23 going to have any sort of forum system?

[Moonliner]

Originally Posted by MasterGracey

Makes sense. After the fiasco around "it's a small world," it doesn't seem like Dave and Marty like the fans that much or the fan criticisms of the company.

Is D23 going to have any sort of forum system?

If there is one, I think it will be swept cleaner than Main Street when Walt was walking it.

[Sir.Mouse]

Did anyone see the website? It playfully pokes fun at the speculation surrounding the d23 campaign..

"Are you 23?" They may be just two small words and a number, but to Disney fans that came across the D23 teaser campaign in the early days of 2009, they were the Disney equivalent of the Da Vinci Code! And all of us on the D23 team have to admit that watching Disney fans theorize, speculate and state with definitive authority about the meaning of our D23 teaser campaign proved to be a heck of a lot of fun!

I have to admit, part of me wishes all the hype would amount to something more than a fan club. Oh well.

[Dustysage]

Originally Posted by MasterGracey

Is D23 going to have any sort of forum system?

Not initially. In fact, there isn't any way for the fans to comment on D23.

[Jordiekins]

Originally Posted by Dustysage

All fans can stay connected to Disney every day... featuring up-to-the-minute Disney news, feature stories, event info and more.....

Now why does that sound familiar?