The magic is fading for Disney, but for its customers, it's just beginning.

This morning, after announcing that theme park bookings fell off a cliff in the last month and corporate income was down 13% last quarter, Disney's stock dropped 6.1%. Hotel bookings at the Walt Disney World resort are down 10% from what they were a year ago, profits are down from last quarter, and they're only going to get worse.

So Disney, which runs nine of the ten most-attended amusement parks in the world, has sprung into action and is doing something it never does: It's giving stuff away. After years of turning up its whiskered nose at discounting, suddenly it's scrambling to draw customers back to Orlando. Disney is going all-out to fill its parks again.

The biggest score was just announced. If you book by December 20, you can get a seven-day vacation for the price of four days. That means that if you buy four nights in one of its hotel rooms plus four days of park tickets at the full price, Disney will give you another three nights and three days theme park tickets--free. The buy-four-get-three-free deal, equivalent to a 34% discount, also comes with another astonishing gimme from January through March: a free $200 gift card, which can be used to buy food and souvenirs.

What? Disney is giving away money? What's next-- talking fairies?

I guess pipe dreams can come true, too. This afternoon, in a balloon-smothered luncheon at New York City's Times Square, Disney announced its big marketing push for 2009, and it has the Mouse doing something it almost never does. It's letting people into its parks for free.

The gist of its new ad campaign (mark your big anniversary or birthday with a "celebration vacation" at Walt Disney World or Disneyland) is nothing spectacular. But the centerpiece of the promotion is noteworthy: During 2009, you can get into its parks for free on your birthday.

And like Disney's previous push, the Year of a Million Dreams, implementing it won't cost the company much in the way of infrastructure. Next month at Disneyland, Disney property Miley Cyrus (pictured, with generous rodent) will have a 16th birthday party to help kick things off (she'll give the best present: the gift of P.R).

Mind you, this is a company that starts charging children the "adult" price at age 10, and at Walt Disney World in Florida, that freebie can mean a $75 savings on a one-day pass (Disneyland in California is $69). For kids under 10, the savings will be $63 in Florida and $59 in Anaheim. Disney's parks always did give a few extra gimmes to guests of all ages on their birthdays, including self-congratulatory buttons, balloons, and oozier-than-usual smiles from "cast members." But Disney's parks are notorious for rarely discounting tickets to the general public, and it almost never gives passes away. This economy, though, is seeing lots of stalwarts cave.