Disney’s release plan changes will likely hinder the studio from replicating Encanto, but these will certainly work to their advantage. Recently, the media conglomerate shared its intent to end the pandemic-induced adjustments in its film release schedule, with Disney seeking longer theatrical runs for its animated films. This means that the usual thirty-to forty-five-day wait for films to land on the streaming platform Disney+ will be stretched out more. The implementation of these changes might commence during the second half of 2023 with the release of Elemental and Wish during the second half of 2023. Consequently, this will force an interesting shift in audience viewing patterns and Disney’s theatrical vision.
In 2022, Disney’s animated films underperformed at the box office. The Chris Evans-led Lightyear was commercially underwhelming despite it being a part of the Toy Story franchise. Meanwhile, Strange World flopped, only earning $73 million against a production budget of at least $135 million. Additionally, it came out on Disney+ just a month after its theatrical debut, urging viewers to stream the film instead. This bleak streak of Disney’s animated releases might have been caused not only by blockbuster competition and thematical controversies. It might also be due to the instant availability of the previous films Soul, Luca, and Turning Red on Disney+, to which audiences had been accustomed. Unsurprisingly, Disney needed to turn things around and recalibrate its strategy.
Disney's Latest Theatrical Plan Will Prevent Another Encanto Hit On Disney+
This new plan will see Disney seeking to extend the theatrical windows for new releases, and as a result, it will take longer for titles to hit its streaming service. This will likely prevent another Encanto hit on Disney+. When the film was released in November 2021, it only grossed more than $250 million, falling behind the targeted amount for it to break even. However, when it was made available for streaming just a month later, it went viral and became a massive online sensation. Since the Disney+ release of the real-life Colombia-inspired Encanto, it consistently topped the charts and even went on to become the most-watched film of 2022. Unfortunately, if Disney’s vision pushes through, it might be impossible for another animated release to reach Encanto’s level of success and relevance.
Why It Makes Sense For Disney To Focus On Box Office Hits
On the other hand, Disney pushing for a different business model might just be more beneficial in the long run. After all, the announcement comes just after Disney CEO Bob Iger’s revelation that three major sequels, Frozen 3, Toy Story 5, and Zootopia 2, are finally in development. While consumer reception was divided – especially regarding the unnecessary expansion of seemingly finished storylines – these films are all part of established well-received franchises, and they have had a history of immense commercial success. Making them exclusive in theaters a tad longer will then help bring back lost profits and opportunities for Disney.
Moreover, this move will help the theater industry and the movie box office, which are still recovering from the pandemic and its disruptive impact. Along with the changes in viewing trends comes a shift in audience demand, as well. But with the rest of the world leaning towards normalcy once more – and the entertainment sector being a dynamic entity – experimenting with such a strategy will encourage more viewers to go back to the cinemas, promoting exclusivity of content while generating business. Of course, there is no one-size-fits-all solution here, but it is definitely about time Disney puts a premium on its animated content through solid marketing, release, and follow-up strategies.