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Disney plans to break new ground this year with its biennial fan convention D23, streaming portions of it on Disney+ for the first time and expanding to international markets.
Asad Ayaz, the company’s Chief Brand Officer, delivered the news during Disney’s fourth annual Tech and Data Showcase, an advertising-focused event held this year at CES in Las Vegas.
The team planning this summer’s D23, slated for August 9 to 11 in Anaheim, CA, has ambitions to “take it to a whole new level,” Ayaz said. The most recent edition, in 2022, drew almost 80,000 paid attendees and generated 280 billion digital and social media impressions (a media value of $3.8 billion), he said. “It’s akin to our Super Bowl or Comic-Con weekend.”
Along with the streaming dimension, which may include the mainstay “Legends” awards for Disney all-timers, new components this summer include musical performances from top artists and exclusive shopping experiences. In addition, D23 will expand internationally in November with an event in São Paolo, Brazil, Ayaz said, without providing any additional details.
Ayaz, who is the first executive to hold the Chief Brand Officer title at Disney, said the D23 push is motivated by the uniqueness of Disney’s fan base and the broader effort to monetize the company’s trove of IP. D23, named for the year when the company was founded, caters to “fans who are incredibly passionate, feel a true sense of ownership over our brands and characters and have been with us through multiple stages of their lives,” the exec said. “Our fans are not merely passive observers. They’re active participants.”
Tickets for the Anaheim event will go on sale on March 26, Ayaz revealed.
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