The movie viewing experience has changed a lot in the almost-two years since the COVID-19 pandemic started. It resulted in theaters across the country shutting their doors, some permanently, as studios delayed their big blockbuster films or took them straight to streaming. Once theaters did start to slowly open back up the day and date release model was adapted by most major studios, with Disney chief among them. While it looked like those days were behind the studio as films like Marvel’sShang-Chi and the Legend of the Ten RingsandEternalsreleased exclusively to theaters these last few months, that may not be the case for every film moving forward, as Disney CEOBob Chapekrevealed during the company’s recent Q4 earnings call.
“We’re sticking with our plan of flexibility," said Chapek. “We’re still unsure in terms of how the marketplace is going to react when family films come back with a theatrical first window.” To Chapek’s credit, it is reasonable to be cautious with the current film landscape. While big blockbuster films like the previously mentionedEternals, which just made over $70 million in its opening weekend, seem to be doing good business, family films are still the biggest question mark for the theatrical market.
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The latest animated film the company released with 20th Century Studios’Ron’s Gone Wrongdid not do well at the box office. Exclusively releasing in theaters, it only made about $18 million in its opening weekend and it has made just over $47 million worldwide thus far. Making an animated kids movie is not cheap and these numbers most likely did not make the film’s budget back. However, in terms of the official Disney-made animated films, the next test for the studio isEncantowhich will release in theaters on November 24.
“While COVID will be in the rearview mirror, God willing, I think change in consumer behavior will be more permanent,” said Chapek on the same call, “We’re watching very, very carefully different types of movies to see how the different components of the demographics of that market come back." The pandemic situation has changed on a dime within the last year, and while the next new Marvel film is probably a safe bet to be released exclusively in theaters, any movies geared toward a younger audience will likely be treated on a case-by-case basis in terms of theatrical exclusivity. Chapek went on by saying:
“You’ll notice that the films we are putting into the marketplace that are theatrical and are family films have a fairly short window. We’re doing that so we can get our films quicker to Disney+, but at the same time, see if the theatrical market can kick back into full gear as we prime the pump with these films.”
Chapek finished by stating, “We don’t announce our films that far in advance like we used to because we know we’re in a time of flux and change." Ultimately, the future of Disney kids' films going theatrical-only is uncertain, but they are not the only studio to do this in recent months. MGM Studios releasedThe Addams Family 2last month in theaters and via online rental, with Paramount joining that same party this week with the release ofClifford the Big Red Dogon Paramount+ as well as theaters.
Disney has released many films day and date this past year likeRaya and the Last Dragon,Jungle Cruise,Cruella, and Marvel’sBlack Widow. While this approach has gotten them into legal trouble with the likes ofScarlett Johanssonand that strategy has been hit and miss for the studio, mainly due to the extra $30 price tag to rent the films on top of the Disney+ subscription fee, for now, Disney will continue to look at each of their films individually to see which release strategy is best for them.
