Movie theater owners criticize Disney after the studio announces Mulan will stream on Disney+. The live-action Mulan remake was one of the first Hollywood tentpoles to be affected by the coronavirus pandemic. It was originally supposed to come out in March, but with theaters closed to prevent the spread of COVID-19, Disney had no choice but to delay it. Initially, Mulan was rescheduled for July and then pushed back again to August, before it was removed from Disney's slate entirely. During their most recent earnings call, Disney revealed Mulan will go straight to Disney+ in September, available to watch for a one-time fee of $29.99.
Obviously, this development was a massive blow to theater owners, who saw Mulan as a way to generate business at some point this year. Movie theaters have been hit particularly hard by the coronavirus shutdowns, and venues that have reopened are attempting to make the best of the situation by screening classic films. The prospect of a new, anticipated wide release like Mulan was definitely appealing for theater owners, but now they're missing out on a Disney blockbuster. Unsurprisingly, the Mouse House's decision upset several exhibitors.
Per Deadline, theater owners in the U.K. expressed their displeasure with Mulan going to streaming, with one calling it a "f--- you to exhibitors." What's most interesting is even Disney UK was "blindsided themselves" and reached out to theater owners to discuss the issue. Phil Clapp of the UK Cinema Association criticized Disney's move in a statement to Deadline, describing it as "mistimed":
While no one under-estimates the challenges facing studio colleagues, at a time when many operators are showing faith in our business by investing in the safeguards necessary to re-open, we need the major studios – and film distributors in general – to do the same. First and foremost, it will deprive hundreds of thousands of cinema-goers of the chance to see such an impressive film in the best possible environment, the cinema theatre. With cinemas across the UK now continuing to re-open and welcome back their customers, the decision by Disney yesterday to put Mulan on their Disney+ service and not into cinemas will be seen by many as hugely disappointing and mistimed.
One of the biggest issues in regard to returning to the multiplex is that even as theaters institute health and safety protocols (like capping attendance and disinfecting auditoriums between showings), that doesn't mean all viewers will personally feel safe going back. Studies have shown people are leery of attending mass public gatherings (like movie screenings) in the aftermath of the pandemic, and with coronavirus cases spiking across the U.S., that sentiment is unlikely to change any time soon. For now, it doesn't make much financial sense to release a $200 million tentpole like Mulan only in theaters, especially since it's very difficult to predict how much money it would make at the box office. Studios want viewers to see their movies, but they also don't want to lose money on massive investments.
That said, theater owners are in a very difficult situation that was completely out of their control, so it's easy to understand Clapp's point of view. Like other businesses attempting to reopen during the pandemic, theaters are looking to do all they can to ensure it's a safe environment for attendees. Watching Mulan bypass the big screen and go to streaming (where Disney will stand to make all of the money from sales) stings and makes things that much harder. Disney's said they don't have plans to give other blockbuster movies, like Black Widow, a VOD release, but that's subject to change. If Mulan is a big hit, Disney and more studios will likely look at this model for upcoming films. It's a frustrating reality for theater owners to confront, but times have definitely changed.
Source: Deadline
