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 In a bid to transform its Disney.com web site into an immediate entertainment destination for its visitors, the Walt Disney Company has launched an initiative to redesign its site with a video content focus and to promote mobile interactivity, according to report from the New York Times. The company also revealed a cellphone component for its forthcoming <i>Pixie Hollow</i> virtual world.
Disney plans to make immediate entertainment as the "central component" of its new effort, providing original clips and even full-length movies, such as Finding Nemo. Said Disney Online VP and managing director Paul Yanover, "It’s a repositioning of our digital front door."
The company also hopes to encourage more interaction with games that connect with user cellphones, such as its newly announced mobile component for <i>Pixie Hollow</i>, a forthcoming virtual world based on Disney's Tinker Bell fairy character. The mobile application allows users to create and care for a butterfly pet for their <i>Pixie Hollow</i> avatars, a feature not available in the online release.
Disney's executive vice president for mobile content, Larry Shapiro, commented, "I’m going to want to use my phone to feed and love my butterfly all the time. That kind of emotional vesting is what we’re after.”
By
Eric Caoili
2008-06-25 10:31:18
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