Disney is launching a major promotion designed to help attract subscribers to the ad-supported tier of Disney+.

Starts on Wednesday and lasts until September. 20, Disney is offering the basic ad tier for $1.99 per month for three months. The tier normally costs $7.99 per month, a savings of $18. The offer is available to both new and returning subscribers.

While streaming services have historically offered discounts around Black Friday and Cyber ​​​​Monday, the Disney+ offering is set to benefit from a wave of new content slated to hit the platform this month.

This content includes Pixar’s Disney+ premiere Elementary, which will enter service for the first time in September. 13, says Disney. Elementary was released in theaters on June 16 and has since grossed more than $400 million worldwide.

Other content debuting on Disney+ in September includes the live-action adaptation of The little mermaid, which will be released in September. 6, new episodes of the war of stars series Ahsokathe second season of Marvel’s I’m Grootand a new season of Animals up close with Bertie Gregory.

The new content and associated discount offer are likely intended to help boost Disney+ advertising tiers for subscribers. While its core Disney+ offering added 800,000 subscribers last quarter, the service lost about 12 million total subscribers across its Hotstar offering in India and other markets.

Disney+ and other streaming services have pushed consumers toward ad-free tiers through price increases and other measures toward ad-supported tiers. Because ad tiers offer better economics and greater growth potential, they have become a strategic priority for many companies.