Manual Disney made a decision to close the program Disney + Premiere Access, thanks to which the company’s new films were released simultaneously in cinemas and on the streaming platform Disney +… The reason could be a deafening failure “Black widow“(Black widow), transmit sources Variety…
Due to the pandemic in the fall of 2023 Mickey Mouse House announced a transition to a hybrid release model, in which films should be simultaneously released in theaters and on Disney +. The first release was the film “Mulan“(Mulan).
Disney’s approach was significantly different from its competitors. To access the new movie, an active subscriber had to pay an additional $ 30 on top for Premiere Access…
At the end of last year, the head of the company Bob Chapek admitted that Disney’s future strategy will depend on the cartoon’s performance “Raya and the last dragon“(Raya and the Last Dragon), which premiered in the spring of 2023. However, the company clearly did not want to extend the hybrid release model to films from the studio. Marvel, which can be called the key assets of the Mickey Mouse House.
Therefore, the date of the premiere of “Black Widow” has been repeatedly postponed. However, in the end, the tape with Scarlett Johansson was still released simultaneously on the streaming platform and in cinemas. According to insiders, Čapek’s decision allegedly angered the head of Marvel Kevin Feige.
Following the results of the first week of rentals, Disney announced that Black Widow grossed more than $ 215 million at the box office, of which about $ 60 million came from the Disney + Premiere Access program. And then everything changed dramatically. According to the results of the second week of distribution, the film’s box office in the United States fell to $ 25.6 million (-68%). Moreover, the company did not even bother to update the data on Disney +, which analysts considered a wake-up call.
As noted by Variety, Mickey Mouse’s maneuvers greatly angered the owners of American theaters, who had high hopes for Black Widow. They blame the deplorable fees for the decision to release the tape on Disney + and the increased activity of pirates on social networks. Disney was criticized by and National Association of Theater Owners (NATO).
Therefore, the company began to act. According to the official announcement, the film “Jungle cruise“(Jungle cruise) from Dwayne “The Rock” Johnson will be the last hybrid release, after which the program will be phased out.
Moreover, all new Disney films will be released on digital platforms only 45 days after the theatrical premiere. They will later become available to regular Disney + subscribers as well. The decision will affect films “Shang-Chi and the Legend of the Ten Rings“(Shang-Chi and the Legend of the Ten Rings), “The main character“(Free guy) etc.
According to Bob Chapek, the strategy has been adjusted based on “recent signs of increased confidence in cinemas.” At the same time, Disney is allegedly ready to show flexibility, pointing to high revenues from merchandise based on the series “Mandalorian“(The mandalorian).
It should be understood that the reduction of the release window from 90 to 45 days is the result of negotiations between the film studio and cinemas, which are trying to survive in the next wave of the pandemic.
“We are trying to track whether the audience is ready to return to cinemas,” added a top manager.
The solution should also please the studio Pixar, within which a riot has developed over the policies of the House of Mickey Mouse. The fact is that her last works immediately became available to ordinary Disney + subscribers.
A key concern for Disney is the significant slowdown in Disney + audience growth, most notably in North America. According to the company’s forecast last year, the streaming platform will start making money no earlier than 2024. To do this, the size of the user base must grow to 250-270 million people.
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