Disney Wants To Track You With RFID

Antipater writes "Disney parks and resorts have long had a system that combined your room key, credit card, and park ticket into a single card. Now, they're taking it a step further by turning the card into an RFID wristband (called a 'MagicBand'), tracking you, and personalizing your park experience, targeted-ad style. 'Imagine booking guaranteed ride times for your favorite shows and attractions even before setting foot in the park,' wrote Tom Staggs, chairman of Walt Disney Parks and Resorts, in a blog posting on Monday. 'With MyMagic+, guests will be able to do that and more, enabling them to spend more time together and creating an experience that's better for everyone.' Disney does go on to talk about all the things you can opt out of if you have privacy concerns, and the whole system seems to be voluntary or even premium." With a theme park, at least, you can also choose to avoid the place entirely; that makes it, however creepy, a bit different from compulsory education settings, or mandatory car tracking.

Comments

Due to Recent Acquisitions

[eldavojohn]

After watching their recently acquired film THX 1138, CEO Bob Iger hailed it as a "feel good" movie although the ending had some flaws and promised to turn all Disney parks and resorts into the futuristic "utopia" from the film. Iger announced at a press conference that Mickey Mouse would replace OMM 0910 as the only approved deity of worship. Iger sat upon a chair made of the late Congressman Sonny Bono's remains while wearing his Grand Dragoon Mousekateer helmet although he refused to answer any questions from reporters who had not been taking their performance enhancing medications.

Why is this creepy?

[Anonymous Coward]

I admit I don't get the reflexive "defend my privacy" stance on slashdot. Why is this "creepy"? You can opt out if you choose, but you can use the system to enhance your experience at the park if you choose. Plus, it gives Disney data to understand patterns and behaviors of people who enjoy the park, and thus allowing them to enhance and modify the park to meet their customer's desires, which makes their experience more enjoyable and increases the value of the park which ultimately makes it more profitable; that sounds like a win-win.

Can someone please explain a scenario, especially when this is voluntarily opt out, where this is a bad thing for people? Note it's also based on your room card/ticket to the park, so it's not like they can track you outside of the park, only when you're on their facility.

Re:Why is this creepy?

[flaming error]

"I don't get the reflexive "defend my privacy" stance on slashdot"

I love that about slashdot. It's a great reflex. But after the reflex should come a little thought / analysis.

I have lots of reflexes, and one is to distrust Disney. But like you, in this case I'm really not seeing the problem.

Re:Why is this creepy?

[dpilot]

Disney already collects a ton of information about how their parks are running. It's just not noticeable during normal times. My wife loves WDW - a few years back we went the day after Labor Day and the part was practically deserted. The information collectors were much more visible without the big crowds to hide them. Twice going on the Haunted House ride we got the "wait-time measurement passes" from one of the information people. He gave it to us, and we handed it to the last attendant before the Doom Buggy started into the ride. On this occasion it basically measured our walking time and the delay in the little room.

We also got a chance to chat with one of the information collectors while waiting for a bus. He explained how most visitors felt the day's experience was good if they'd gotten on 6-8 major rides, and they do what they can to make sure everyone has a good experience. After all, that's what gets you back and spending money again.

Really that's their goal - to get you into the park, spending money, and feeling good about it so you'll do it again. (and again, and again, ...)

Re:Why is this creepy?

[alen]

this is slashdot, people are morons

using google phone with NFC and google wallet with google now in your phone tracking all your movements so they can use it to market and advertise to you is awesome

disney doing the same thing so they can improve the park layout and organization, evil

Obligatory Bender

[dkleinsc]

"I'm going to build my own theme park! With blackjack! And hookers! You know what- forget the park!"