The theater closure brought about by the pandemic saw the different movie studios react in different ways but we saw some patterns emerge eventually. For the most part, movie releases that were seen as big “tentpole” style releases saw their release dates delayed, some by a couple of months, some by a year or more. Smaller films that weren’t seen as having massive box office potential were moved to VOD and streaming services. However, Disney recently bucked that trend by deciding to release Mulan, a movie that was expected to be a box office powerhouse, as a premium VOD product on Disney+. The decision was a surprise, but it may have paid off in a big way.
Mulan was released theatrically in some markets, including China, where the expectations were huge, and thus far the film has failed to be embraced there, but the Disney+ response appears to have been quite different. Thus far, Disney has not released any official numbers as far as how many households actually put down the $29.99 on top of their regular subscription fee to watch the film, however, Yahoo is reporting that analytics research firm 7Park Data has calculated that nearly 30% of U.S. Households with Disney+ purchased the movie before September 12, which translates to over $260 million in revenue.
To be clear, these numbers are estimates and are based on little hard data from Disney. We know that the global Disney+ subscriber base is over 60 million people. We don’t actually know how many U.S. subscribers there are, but the numbers are based on the estimate that about half of subscribers are in the U.S. This means that about nine million households spent the extra cash on Mulan.
CinemaBlend Latest Content – Mulan May Not Be Crushing China, But Sounds Like It’s Crushing Disney+
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September 18, 2020