I assume this is related to the "Enter your email to read this article" popup?
As an aside, I used to work on a technical team that handled things like that on a relatively high-traffic website. I was told at the time that the rough "going rate" for an email address entered this way was $20.
This specifically always makes me wish that some kind of advertising revenue share would catch on and make this kind of thing feel like a win-win rather than feel as though I'm being exploited.
There really is no excuse to treat your customers/readers/viewers like that (edit: especially when you have Disney money)
Maybe if enough of us give up on them they'll learn and we'll turn "marketing" on its axis