Just like pretty much everyone, I was shocked by the "sticker price" of a $30 movie rental (ICYMI, Disney's Mulan will release exclusively on Disney+ for a cost of USD 30!)
But thinking more deeply, this is a brilliant move from Disney+. Whether it works is something to be seen, but the price point is not as ridiculous as it seems at first glance, if you base it on cold numbers alone.
I have looked at numbers from the Movie business in India and North America and drew some conclusions.
Here's a quick info-graphic on the numbers involved
For me, the lesson from this (and Disney's other pricing decisions) is that pricing should take into account cost, value, perceived value and above all, the willingness to pay.
A detailed analysis on the pricing, along with my prediction on what their pricing in India will be - Original Article on LinkedIn
TL;DR - The price in India could be around $11.