When Disney+ launched, it felt like the ultimate win for fans. Marvel, Star Wars, and Pixar, all under one roof, with a constant stream of new stories. For marketers, it looked like textbook brand expansion: keep your audience hooked by feeding them more of what they love.
Except, when every day is a holiday, none of them feel special.
Kevin Feige, Marvel’s chief architect, has admitted the content pipeline thinned the magic. Star Wars saw streaming fatigue after 𝘛𝘩𝘦 𝘔𝘢𝘯𝘥𝘢𝘭𝘰𝘳𝘪𝘢𝘯’s breakout. Pixar, once synonymous with “must-see in theaters,” skipped big screens with films like 𝘚𝘰𝘶𝘭 and 𝘛𝘶𝘳𝘯𝘪𝘯𝘨 𝘙𝘦𝘥. These choices may have kept subscribers engaged in the short term, but they eroded the premium positioning these brands had spent decades building.
𝐋𝐞𝐬𝐬𝐨𝐧: Scarcity isn’t the enemy. It’s the secret ingredient.
𝐃𝐢𝐬𝐧𝐞𝐲’𝐬 𝐑𝐞𝐬𝐞𝐭: 𝐅𝐫𝐨𝐦 𝐐𝐮𝐚𝐧𝐭𝐢𝐭𝐲 𝐭𝐨 𝐐𝐮𝐚𝐥𝐢𝐭𝐲
Now, Disney is pulling back the throttle. The new playbook focuses on fewer, bigger moments.
Marvel: Two TV series and two to three films a year, tighter storytelling, trusted directors, and tentpoles like 𝘈𝘷𝘦𝘯𝘨𝘦𝘳𝘴: 𝘋𝘰𝘰𝘮𝘴𝘥𝘢𝘺 and 𝘚𝘦𝘤𝘳𝘦𝘵 𝘞𝘢𝘳𝘴.
Star Wars: Less binge, more box office. Theatrical events like 𝘛𝘩𝘦 𝘔𝘢𝘯𝘥𝘢𝘭𝘰𝘳𝘪𝘢𝘯 & 𝘎𝘳𝘰𝘨𝘶 (2026) and 𝘚𝘵𝘢𝘳𝘧𝘪𝘨𝘩𝘵𝘦𝘳 (2027) take the spotlight, with select prestige series like 𝘈𝘩𝘴𝘰𝘬𝘢.
Pixar: Back to red-carpet status, pairing theatrical releases with theme park synergy and merchandise that feels like part of the experience.
𝐓𝐡𝐞 𝐁𝐫𝐚𝐧𝐝 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐬𝐭’𝐬 𝐏𝐥𝐚𝐲𝐛𝐨𝐨𝐤
- Restore Scarcity and Anticipation
Every release should feel like a date circled in red, not just “Thursday content.” - Reinforce Signature Experiences
Cinema as the “home field” for Star Wars and Pixar; Marvel stories that stand alone but feed the big arcs. - Celebrate Legacy Without Getting Stuck in It
Keep proven voices, but allow smart evolution. - Deepen Fan Engagement
Move past Comic-Con. Think interactive storytelling, fan challenges, and physical/digital hybrids. - Integrate with Parks and Products
Every major release should connect to something you can ride, wear, or hold. - Make Merchandising Aspirational
Products should feel like cultural signals, not just collectibles.
𝐓𝐡𝐞 𝐁𝐢𝐠𝐠𝐞𝐫 𝐏𝐢𝐜𝐭𝐮𝐫𝐞
Disney’s pivot is a reminder to all marketers: attention is finite. Constant availability kills urgency and flattens perceived value.
For senior marketers managing powerful IP, the challenge isn’t more touchpoints. It’s making each one count. If Disney can reframe these franchises as rare, can’t-miss cultural moments, they’ll protect the brands and position them for another decade of dominance
Because when everything is “special,” nothing is. Get scarcity right, and the world will line up.