Do you know the Disney Vault (or Disney safe)? This practice very clearly intrigued and enraged many fans of the big-eared firm until 2019 when a major change was made. Concretely, it is a mysterious place where the entertainment giant stored all its films. This space never really existed, but it is in any case a marketing concept that has proven itself.
Customers frustrated by the shortage
Disney sometimes decided to release certain feature films slowly on DVD or in cinemas. By maintaining this rarity, it was a guaranteed hit. Looper thus cites the anniversaries of Peter Pan or Alice in Wonderland which gave the company the opportunity to release these works in physical version for a limited period of time.
This artificial shortage ended up annoying spectators who were unable to get their hands on it. Everyone started using their own method and some parents recorded the films during their rare television appearances.
As one might imagine, the arrival of the Internet changed the plans of the entertainment giant. In 2019, Disney CEO Bob Iger announced the end of the vault and indicated the company’s entire library would be available on the Disney+ streaming platform.
He thus promised that feature films which “were traditionally kept in a “safe” and brought out almost every two or three years” would be available to all subscribers.
The Disney safe exists!
Note that at the time, observers were enthusiastic about this decision. Analyst Alexia Quadrani commented following the launch of the service: “Our confidence in Disney+’s resilient success comes from the company’s unparalleled brand recognition, extensive premium content and unrivaled ecosystem for marketing the service”.
Our colleagues also point out a fun fact. There is a Disney Vault, but it does not store copies of films, but rather accessories and sketches. This place is occasionally visited by academics, journalists and other selected people.
What to remember:
- The Disney Vault is a marketing concept used by the company. She only released her old productions little by little to create an event
- This technique ended in 2019 with the launch of Disney+
- The Disney vault does exist in physical version, but it does not include copies of films
