Artificial IntelligenceData Analytics

Application of Big Data in The Entertainment Industry: Disney

April 10, 2022
Application of Big Data in The Entertainment Industry: Disney

An example of the application of Big Data in the entertainment industry – Disney is an internationally broadcast entertainment company known for their films and playgrounds, their number of employees who are focused on developing big data analytics is estimated at around 1000 people, interestingly this organization uses an experimental approach in big data. In this analytical data, Teddy Benson, Disney’s Head of Solution Integration said that they use a proof of concept that is almost similar to a startup, Disney uses a small budget to do some experiments and see the risks.

Optimizing logistics using Magic band

In 2013, Disney released the “Magic Band” which is estimated at over 1 Billion dollars for development and implementation, the Magic band is made using RFID technology that can interact with sensors that have been placed throughout the ride. This magic band is used as access to hotel rooms, rides and attractions and is used for payments.

When entering Disney land rides, the officer gives a magic band to each visitor, this magic band can provide data to the company regarding individual visitors such as visitor information, waiting time, length of time using the rides, as well as any rides and attractions used by visitors, as well as various activities carried out by visitors

With the data generated by the magic band, the Disneyland management can strategize what rides need to be improved and also terminated, add new attraction features, add points for public facilities and logistics such as restaurants and toilets, predict what the most favorite characters in the park will be. among children as well as various other strategies that can increase visitor comfort and also improve operational efficiency.

Optimizing ticket prices: Lion King on Broadway

The unprecedented success of Lion King on shows, reflecting the importance of utilizing data more effectively, the show made more than 8 billion dollars in profits than any other show. Disney uses historical data on Broadway ticket sales to accurately predict future demand for Lion King shows. The model they have developed can also predict the highest price for tickets that customers can accept.

Optimizing Film Production using Affective Artificial Intelligence (AI)

When Disney produces films, an important stage they do is testing for market fit. Before Disney implements Big Data, Disney will display a preview of the film in a focus group and implement the feedback into the film before the film is released to the wider community, the process is too complicated and prone to human error. Then Disney made technology to make the market testing process faster and more accurate.

Disney was one of the first companies to adopt affective artificial intelligence, this Affective AI focuses on the identification and interpretation of human emotions. In a research paper published by Disney and Caltech, it explains that they want a lot of cameras in cinemas that aim to monitor every face of the audience. With Affective AI technology the system identifies and finds every response displayed on the audience's face to scenes in the film so that it can be used as input for determining various scenes in the film.

In the future Disney can use Big Data and Affective AI to analyze the emotions of visitors when they visit Disneyland or even determine the ending of the film that best suits the audience in real-time based on predictions and also the emotions of the audience at that time so as to make customers satisfied with the results. the movies they watch.

How Big Data Works?

You who are an entrepreneur can use big data to run your company. With this big data, you can get a lot of insight to do company planning. So that's why you also have to understand how to treat big data!

Data integration

Compared to traditional data that can be handled by "ETL" aka extract transform and load, big data processing is much more complicated than that.

The reason is because big data consists of a set of different inputs and must be processed before it can actually be processed. For example, you can collect data in the form of consumer comments in public spaces, data on consumer photos with your products on social media, or even traffic on your website and social media pages. After processing and creating a uniform format, then you can submit the data to your business analyst.


To be able to manage data properly, the most important factor that you can't forget is how you store the data. The choices are indeed very many, but for those of you who have limited funds, of course cloud storage is one solution.

Data analysis

Your large investment in collecting and managing data can only be paid off if you can perform big data analysis.

Unfortunately, as we explained earlier, traditional data processing software will not be able to process big and complex big data. You must be able to model data using machine learning and artificial intelligence so that it can be analyzed properly.

When the data has been analyzed, believe me you will find a lot of input, insight, and new discoveries that you can use for the progress of your company.

Big Data and The COVID-19 Pandemic

It is undeniable that the use of big data during a pandemic can really help many people. The high number of victims of Covid-19 around the world certainly makes the work of medical personnel currently increasingly overwhelmed.

Departing from there then IT scientists and statistics are competing. Many of them are trying to find loopholes in a big data, how to collect the big data, what indicators to take and how to use them.

Google Mobility – one of the big data that is quite popular during this pandemic is google mobility. Where many governments around the world are currently trying to take advantage of the big flat of the Google Mobility application.

Google Mobility is able to trace human movements, especially those using Google. From there, for example, the government can conduct monitoring without having to spend a lot of budget, for the sake of enforcing protocols.

In addition, big data collection can also be used by the government to determine the strategy for handling Covid-19 in its area. For example, when and where cases spike, from there can be made derivatives regarding the prohibition.

The result, of course, can be made special prohibition rules that are specific and do not interfere broadly. Especially disturbing the business world, if the ban is carried out in its entirety.

In addition, of course, there are many other uses of big data that can be used to overcome Covid-19. The problem is, currently there are still few scientists who are able to process big data. Not only in Indonesia but all over the world.


So those are some things you need to understand about what big data is, how big data works, to how big data is implemented in our lives today. You could say that big data is one of the most important discoveries, but its development is quite fast. So it is also hoped that in the future there will be more experts and companies engaged in this field. Besides that, those of you who see this opportunity, plus sufficient knowledge and educational background, can of course make big data one of your businesses.

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