DISNEY - DISNEY MAY SLASH ONLINE MOVIE PRICES

DISNEY MAY SLASH ONLINE MOVIE PRICES

Disney may be planning to stop trying to fight pirates in the courts and do battle with them in the marketplace -- by drastically reducing its online pricing. According to a transcript of Robert Iger's comments made at a Deutsche Bank conference on Tuesday, posted by the website ContentAgenda, the Disney CEO acknowledged that making its movies cheaply available online -- either for sale or rental -- is likely to be "margin destructive and revenue destructive." Nevertheless, he added, "What people aren't realizing is that the business we're used to may be over and the business we're going to see may be quite different. So when it comes to piracy, are we better off with a lower price point, if we move content faster, and maybe in cheaper and more convenient ways to the consumer, than if we get nothing for it and they steal it?"

05/03/2009