I had to highlight this bizarre exchange regarding MyMagic+ during the earnings call.
Question from Alexia Quadrani, an analyst at JP Morgan:
It seems like MyMagic+ has really improved capacity at Disney World. And you've had a number of record attendance quarters lately. I guess how much can you continue to see those gains? And any color on how international visitors may have trended in the quarter?
Answer from CEO Bob Iger:
Sure, Alexia. So as you know that MyMagic+ has had an impact, especially as we've now started to anniversary the startup costs that we had there. And it really is integrated into the total Walt Disney World guest experience. So it's difficult to say just how much it contributed because it's so integrated, but it clearly was a contributor to results.
We've got roughly half of our guests now entering the parks with Magic Bands and the response from those guests has been overwhelmingly positive. So we are very pleased with that.
My Magic Band -- or MyMagic+ as a driver going forward, will still be a factor, but perhaps not with as great an impact as we've seen just in this quarter. Again, as it becomes even more integrated into the base experience.
Looking forward, I think that we're most excited about what we see in terms of the prospects outside of the United States, with the opening of Shanghai Disney Resort next year, and that should drive growth well into the future.
Having said that, though, we saw strong international attendance this year at our domestic parks. There's no question that those results have been strong. And the top line growth, coupled with the close mining of the expense line, has resulted in strong growth and we hope to see our results continue there.
Huh?
Last quarter, Iger reported:
We did see in the quarter a positive impact to the bottom line from MyMagic+, just the beginnings of it. We will continue to see more of that. But we do not have data that we can share with you right now about specific guest spending.
More than 2 years after Staggs introduced MyMagic+ to the public, Disney was seeing "just the beginnings of" "a positive impact to the bottom line from
MyMagic+." Yet, as Iger said pretty much every quarter before that, "But we do not have data that we can share with you right now."
This quarter, Iger reports "So as you know that
MyMagic+ has had an impact, especially as we've now started to anniversary the startup costs that we had there." So as I mentioned in my earlier post about P&R's expenses and quoting from Disney's 10Q:
The decrease in infrastructure costs reflected higher costs in the prior-year quarter in connection with the launch of MyMagic+
In other words, Iger is echoing what's in the 10Q, which is that the only financial 'improvement' from MyMagic+ occurred because they don't have rollout costs anymore. More than a year after they first started making MyMagic+ available to Guests, I sure hope not.
Then we get the even more bizarre:
MyMagic+ as a driver going forward, will still be a factor, but perhaps not with as great an impact as we've seen just in this quarter.
WHAT????!!!!!
Last quarter, you reported "just the beginnings of" "a positive impact to the bottom line from
MyMagic+." This quarter you reported that MyMagic+'s 'improvement' was the result of an absence of "startup costs" while, at the same time, stated that MyMagic+ will "perhaps not with as great an impact as we've seen just in this quarter."
But the only "impact" you reported this quarter was that you stopped throwing money at MyMagic+!
Now you're telling us that in the future, MyMagic+ will "perhaps not with as great an impact" as the quarter that you just stopped throwing money at it!
I don't curse on these threads but I was tempted to write one when I read this double-speak.
Then we get this strange statement from Iger:
So it's difficult to say just how much it contributed because it's so integrated, but it clearly was a contributor to results.
During numerous earnings calls you've been telling us about all these great metrics that show that MyMagic+ is 'working', even though you don't want to discuss them with us. Now you are sure that "it clearly was a contributor to results" even though "it's difficult to say just how much it contributed."
What about all those great metrics you kept hinting at? How the heck do you know it "clearly was a contributor" if it's "difficult to say just how much it contributed?"
"Our wide receiver played a great game even though he didn't catch a pass or make a downfield block. But he clearly was a contributor."
Oh, and then Iger follows up that gem with essentially "Let's talk about Shanghai instead (even though you didn't ask about it) because I don't want to talk about MyMagic+ anymore."
I hate to say it because I really wanted to wait for Iger's great announcement that MyMagic+ was a rousing success, but if this is the best we're going to get, then it's time to declare MyMagic+ a financial failure.