Disney and Verizon bill it as a way to enhance the "theme park experience," enabling parkgoers to use their mobile phones for tasks such as saving a spot in line at a popular ride and zeroing in on where Cinderella can be found signing autographs.
But the service has broad -- and potentially controversial -- implications for marketers and consumers as each attempts to balance the need for information with privacy. The new service has echoes of the futuristic film "Minority Report," in which Tom Cruise's character is inundated with personalized ad messages as he passes interactive billboards in a mall.
On the face of it, the application appears innocuous enough: Visitors to Disneyland or Walt Disney World would be able to download an application to their mobile phones to make trip plans, including booking hotel rooms and creating a checklist of attractions and shows to see. Once they arrive, they'll be able to use their phones to check wait times at Space Mountain or find the nearest pizza.
"What we're doing is putting tools in the hands of our customers to better personalize their experience," said Scott Trowbridge, vice president of creative research and development for Walt Disney Imagineering.
Link: Disney, Verizon to turn the cellphone into a theme-park visitor's tool - Los Angeles Times.
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