I warned everyone years ago, Disney stock is never coming back. Currently, as of this writing, it’s down 31% of its value for the year, and this was before the big battle with Ron DeSantis in Florida occurred, where the tax status and self-governing control is in jeopardy. The writing was on the wall a long time ago. Being a Star Wars fan, I was encouraged when Disney bought Lucasfilm, which makes Star Wars products. I have wanted it to work. My wife and I had one of the best vacations of our 34-year marriage in 2019 when we went to Disney World and enjoyed all their creations to celebrate the opening of the Star Wars ride, Rise of the Resistance. No company but Disney could have made a ride like that or built a Star Wars land like what they had in Florida at Hollywood Studios. So I don’t report this news about Disney happily. I’m a fan and have wanted it to succeed. But reality is headed in an entirely different direction.
I’m the guy who used to go to Target in September when the Holiday toys would come out for Star Wars and buy up the cool stuff before anybody else did at midnight. The toy aisle at Target and Walmart used to be filled with Star Wars figures just from the movies that were made in the 80s and 2000s. But after Disney bought the brand, and the company headed in the direction indicated by the Desecrators of Davos globalists, like Klaus Schwab, the brand of Star Wars has died. Gone are the toys or the demand for them. Kids have moved on to their favorite YouTubers, and when you see what Disney has done to a really solid brand, like Star Wars, you can see what they are doing to everything else that Walt Disney built. Disney as a brand is damaged, and it will never recover, and those are the facts. Get your money while you still can.
The truth is that in a free culture like America, the Davos plan for our complete economic destruction by hijacking our brands and destroying them from within with ESG scores will fail. If Disney isn’t going to provide a family-friendly place, then someone else will come along and do what Walt Disney did. America will not be deprived of what we want. We made it in the first place, and we can make it again. Disney World was built when I was a real little kid; I was there when they started digging out the big lake in front of Magic Kingdom. I remember it. It hasn’t been that long. If the family value dollars aren’t going to Disney, they will go to its eventual replacement, whatever that may be. But American brands won’t just go away, as has been the plan by those who hate America, and which to desecrate all the corporate branding directed through finance to a global change state to a one-world government managed by the Desecrators of Davos. The playbook is out, and people can now see what has been going on for a very long time. Being close to Star Wars, I watched how fast Disney destroyed the brand in just a few short years, and now we can see that brand damage everywhere.
Even the great Pirate films with Johnny Depp are going through a wake rethinking with his court trial, destroying his personal brand attached to the Pirate films. Not having anything really coming to rebuild the Disney brand, no new Johnny Depp Pirate films, no great string of Marvel movies like they had with the Avenger films, Star Wars damaged the way it is with woke politics, there is nothing on the horizon that will help Disney recover the damage that has been done to it. There are Avatar movies coming, and next year there is an Indiana Jones film. Those might be entertaining, but we are in a different world now with entertainment where streaming services are driving entertainment value, and the days of the billion-dollar blockbusters worldwide are becoming less reliable. Covid interrupted that cash flow for Disney. They played along with the woke politics of it, and now they are going full ESG, and that is not a replacement of value for investors or fans. That has left Disney in a tough spot that they put themselves in. They incorrectly played the wrong side of politics by fully embracing Rocky Horror Picture Show politics from the radical communist left. In truth, their real fan base is Trump conservatives.
Disney has always been about family-friendly content and a safe space for boys and girls of all ages. But now that they have come out against the very popular governor Ron DeSantis in Florida, Disney has essentially cut off half of their audience. Some of the squishy Republicans who have booked their Disney vacation a year ahead of time don’t want to take a moral stand at this time. Still, as the trend continues, which it will, they will stop booking those vacations because the nostalgia of doing it is going away. And Disney can’t survive with its top-heavy costs. They are essentially where General Motors was before 2008. They are only floating along with inflated value perceived by theme park attendance. Their Disney+ service is struggling. The current show that is so hot there, Moon Night, which I think is fantastic, isn’t enough to justify its existence.
Disney can’t produce enough content to keep young people interested. YouTube is by far the preferred path for young people because daily content is new and refreshed daily. Production value isn’t a concern for young people of the Minecraft video game generation. They only care that what they see is new. Disney has lost that next generation, leaving them to desperately cling to these left-winged communist radicals because they bet all their chips that America would essentially become China. In 2022, that is clearly not going to happen. Trump is going to be back in the White House in 2024. Ron DeSantis is establishing the new rules for being a state governor, and the political pendulum is swinging back to the kind of America that Walt Disney provided entertainment to. The future of America may well be the most conservative in the history of the world once the smoke clears from all this, and Disney is nowhere close to appealing to those types of people. They are now positioned among the radical types, the anti-family movement. That doesn’t mean that good, family-friendly entertainment is gone forever. It just means that Disney won’t be the provider of that entertainment. They are not agile enough to react to these changing markets, and instead, they are digging in. So those stock prices are gone forever. Their value in 2019 and early 2020 was their high-water mark of real value. Inflation may make things appear to be better than they are, but the public sentiment toward Disney has been destroyed. And unfortunately, it has been destroyed forever. Yet, someone will come along and replace Disney. America will be what America is. The attackers of our culture want to destroy our companies and us like Disney. Like Star Wars. Marvel. But it’s not the company itself that makes the content or buys the product. They just provide the transaction, and anybody can do that. And they will. Disney can die, but the need for what they offered will live on, which will be the next great investment.
Rich Hoffman
The Gunfighter's Guide: 