Encanto’s successful release on Disney+ spells good news for the future of Pixar films. The most recent film by Walt Disney Studios was one of the most talked-of animated films in the early stage of 2022 after its Disney+ release amplified its audience reach massively. That much was particularly important given the movie's ideas about representation and the deeper topics Disney explore in its story. Encanto is exploring true Colombian war stories and intergenerational trauma while also showcasing parts of Latin American culture.
One of the talking points of the film is its release format. Having had a theatrical release on November 24, Encanto came up on Disney+ exactly a month right after, on Christmas Eve. With the rising Covid cases in late 2021, it only makes sense for Disney+ releases to accommodate their homebound viewers. The very idea of a movie coming to streaming on Disney+ very close to its theatrical run has a stigma attached to it, and Disney's pivot to home-only releases, including the model that saw Mulan released for a PPV price has led to serious debate. The tendency to release Pixar movies on the platform - though not Toy Story spin-off Lightyear - has drawn criticism too, but it may not be the problem that some have suggested for those releases.
But the surprise sustained success of Encanto on Disney+ since its release is actually a good thing for the future and success of Pixar movies on Disney+. After the underperformance of Onward due to the first wave of the pandemic, Pixar can use the success of Encanto as an example to show cynics exactly what power Disney+ now has in engaging with an audience. In the first month following its release on the streaming platform, Encanto’s thrived, with "We Don't Talk About Bruno" hitting the top of the Billboard 100 heading into February 2022. Encanto’s performance on the streaming service proves that exclusive Disney+ releases, especially for animations, shouldn't naturally start from a disadvantaged position. This sets a brilliant precedent for the likes of Turning Red by Pixar, which is coming exclusively on Disney+.
It’s important to remember that Encanto's Thanksgiving weekend box office results were underwhelming. While it ranked number one on its opening day, it remained third overall for its opening week. It climbed to the top spot in its second week but dropped in revenue even with the lackluster competition. Its worldwide gross from the cinema has barely broken even to its $120m plus budget. However, its release on Disney+ sparked it back to life and provided it with the attention it deserves. This assures Pixar that even as the theater industry struggles to recapture the numbers it was seeing up to 2020, streaming can offer a ready-made huge audience for animation. This is especially important for cultural releases as it showcases there is a very valuable market in them regardless of the box office turnout.
This new age of streaming films through Disney+ might not be ideal for some, but for many, it’s a good solution that benefits both the filmmakers and the viewers. Now that people are used to this format of watching films, the stigma around non-theatrical releases has lessened. Furthermore, word of mouth is such a powerful tool, especially for animated films like Encanto. It only makes sense for Pixar to benefit from this method as well.
