Disney+ Eyes Significant App Download Increase Streaming ‘Hamilton’ Movie

The Disney+ debut of the original Disney movie musical Hamilton generated a 72.4% uptick in app downloads for the subscription streaming video platform over the July 4 weekend, according to online data firm Apptopia.

A separate study from Sensor Tower reported a 79% increase totaling  1 million app downloads, citing stats from Apple iTunes and Google Play.

The movie, which Disney reportedly acquired the rights to for $75 million, is based around Lin-Manuel Miranda’s hit Broadway play. It was originally slated to hit theaters in 2021.

Apptopia suggests the Disney+ app was downloaded 513,323 times worldwide, including 266,084 times in the United States. That was 46.6% more than the average three-day weekend.

Disney has not disclosed streaming data for Hamilton, which it has heavily marketed to consumers with the coronavirus pandemic shuttering all movie theaters since mid-March. The media giant said the SVOD service ended May with more than 54 million subscribers.

Disney+ Drops Free 7-Day Trial Period

Disney’s upstart subscription streaming service has ended offering a free seven-day trial period for new subscribers. As first reported by French news website Numerama, Disney is moving away from the customary industry practice giving first-time subscribers a no-cost probationary period, citing the SVOD platform doesn’t need it to attract users.

“We continue to test and evaluate different marketing, offers and promotions to grow Disney Plus,” a Disney rep said in a statement. “The service was set at an attractive price-to-value proposition that we believe delivers a compelling entertainment offering on its own.”

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Interestingly, SVOD pioneer Netflix, which has more than three-times the sub count of Disney+, offers first-time subs a 30-day grace period.

Regardless, Disney+, which costs $6.99 monthly ($69.99 annually), has generated more than 54.5 million subs through May since launching on Nov. 12, 2019. Disney also does not offer free trials for the Disney+, ESPN+, Hulu bundle. It does offer a free seven-day grace period for Hulu.

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The end of free trials comes just weeks before the original Hamilton movie — recorded from performances of the Broadway hit musical starring Lin-Manuel Miranda — premieres July 3.

Broadway’s ‘Hamilton’ Coming to Disney+ July 3

The filmed version of the original Broadway production of Hamilton will premiere on Disney+ globally July 3.

“No other artistic work in the last decade has had the cultural impact of Hamilton — an inspiring and captivating tale told and performed in a powerfully creative way. In light of the extraordinary challenges facing our world, this story about leadership, tenacity, hope, love and the power of people to unite against the forces of adversity is both relevant and impactful,” said Robert A. Iger, executive chairman of The Walt Disney Company. “We are thrilled to bring this phenomenon to Disney+ on the eve of Independence Day, and we have the brilliant Lin-Manuel Miranda and the team behind ‘Hamilton’ to thank for allowing us to do so more than a year before planned.”

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Recorded at The Richard Rodgers Theatre on Broadway in June 2016, this version of Hamilton features Tony Award winners Lin-Manuel Miranda as Alexander Hamilton, Daveed Diggs as Marquis de Lafayette/Thomas Jefferson, Renée Elise Goldsberry as Angelica Schuyler, and Leslie Odom Jr. as Aaron Burr, plus Tony Award nominees Christopher Jackson as George Washington, Jonathan Groff as King George, Phillipa Soo as Eliza Hamilton, as well as Jasmine Cephas Jones as Peggy Schuyler/Maria Reynolds, Okieriete Onaodowan as Hercules Mulligan/James Madison, and Anthony Ramos as John Laurens/Philip Hamilton.

The cast also includes Carleigh Bettiol, Ariana DeBose, Hope Easterbrook, Sydney James Harcourt, Sasha Hutchings, Thayne Jasperson, Elizabeth Judd, Jon Rua, Austin Smith, Seth Stewart and Ephraim Sykes.

At the 2016 Tony Awards, Hamilton received a record-setting 16 nominations, winning 11, including Best Musical. It also received the 2016 Pulitzer Prize for drama.

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Producers for Hamilton include Miranda, Jeffrey Seller, and director Thomas Kail. The production was filmed using new “live capture” techniques to put home audiences in the theater in a uniquely intimate way.

“I’m so proud of how beautifully Tommy Kail has brought Hamilton to the screen. He’s given everyone who watches this film the best seat in the house,” Miranda said. “I’m so grateful to Disney and Disney+ for reimagining and moving up our release to July 4 weekend of this year, in light of the world turning upside down. I’m so grateful to all the fans who asked for this, and I’m so glad that we’re able to make it happen. I’m so proud of this show. I can’t wait for you to see it.”