Disney opts for digital-first release of Mulan, shocking cinema owners

[Eugene]

Source: The Guardian

Disney opts for digital-first release of Mulan, shocking cinema owners

Mulan is first blockbuster to go straight to streaming in response to Covid-19 shuttering cinemas

Mark Sweney
@marksweney
Published on Wed 5 Aug 2020 16.13 BST

Disney’s decision to bypass cinemas and offer its latest big budget film Mulan directly to streaming subscribers for $29.99 could signal the beginning of the end for the traditional movie-going experience – and forever change the long-established business model underpinning the Hollywood blockbuster.

The surprise move has stunned cinema owners, who had been banking on the film, along with Christopher Nolan’s sci-fi thriller Tenet, to jump-start box office takings as theatre chains struggle to recover from the coronavirus pandemic.

The move is seismic given Disney’s utter dominance of the worldwide box office – the company made a record $13.2bn in ticket sales last year – with cinema owners believing it would be the last Hollywood studio to look at threatening the 70- to 90-day exclusive “theatrical window” they have enjoyed at the top of the pecking order for newly released films before they head to other platforms.

The Hollywood studios have used the pandemic to experiment with more digital-first output, though to date these straight-to-streaming releases have tended to be small to mid-size budget titles, or projects that the studios have lost faith in as potential box office hits.

-snip-

Read more: https://www.theguardian.com/film/2020/aug/05/disney-opts-for-digital-first-release-of-mulan-shocking-cinema-owners

[Skittles]

1. they want THIRTY BUCKS to watch it?

um....NO

[madaboutharry]

2. It is the price to purchase it.

You own it permanently, so theoretically you can watch it 1000 times.

That said, the $29.99 price is ridiculous. It should cost at the most $19.99. Greed is such a turn off.

[Alliepoo]

3. I thought the $29.99 was a little pricey but

It’s much less than I would pay to take myself and the grands to the theatre to see it.

[exboyfil]

4. It is not greed

It is the only way the math makes sense given the cost to make the film. I personally would not pay it. Disney would prefer a theatrical release, but that is not happening. Movie production employs lots of people, and the movies bring entertainment.

[Sherman A1]

5. Agreed

Not that I’m interested in the movie at all, but even if I was, they have priced themselves beyond what I’m willing to pay.

[Bernardo de La Paz]

9. I doubt you'd own the bytes. I think at best you'd own a right to view as long as it is on offer

If they withdraw it from streaming, bye-bye, you'd have nothing.

[exboyfil]

11. A further wrinkle in this is you have to be a Disney Plus member to access it

A movie purchased from Amazon is accessible even if you are no longer a Prime member.

It is an interesting model. Chances are Mulan will be a regular in the Disney Plus catalog in the future so the "purchase" has little long term economic value (still if you want to see Mulan now - that has value).

I feel a little embarrassed when I look back at my movie purchases (I have only bought five streaming movies over the years and one was as cheap as renting) because now three of them are on readily accessible streaming services that I currently have. The same for the five or so seasons of various TV shows which I have purchased. I guess I had to have them at the time.

[brush]

6. Relax folks. There must be a rental price which will be much lower...

probably around $9.99—just as on cable where one can either buy a movie or rent it for a one-time viewing.

The cinema owners though, I don't get why they are shocked. Who's going to sit in movie theater during this pandemic, except maybe crazy trumpers with no sense?

Some industries, unfortunately, don't work during a pandemic. Theaters, bars, sit-down restaurants, gyms. It's too sad but their business model, through no fault of their own, is not safe now. And won't be for who knows how long.

[BasicallyComplicated]

7. Great Price, considering...

If you have a family of 4 or more thats a great price point, $7.50 a person that's matinee prices for AMC in here in Atlanta. Great for family movie night. If you like even invite over the neighbors kid. Remember this is a first run big budget film. Not a direct to video red box knock off. Lol. Also with studios starting back with production this will be a good method to release films with no theaters.

[woodsprite]

8. It's a reasonable price

It’s just under $100 for our family of 5 to do the movie theater with snacks/drinks. Even if we catch a matinee.

[exboyfil]

10. Certain movies and tv shows have a time value in seeing it

I might pay this for Endgame or Infinity War at initial release, but that is about it. I am afraid for Disney a lot of other folks are probably thinking this way about Mulan. I have only seen one of the live action remakes of the classic animated movies. The math doesn't work as a long term solution.

[stopbush]

12. More than reasonable. I imagine you can add the title to your Movies Anywhere account.

The great thing about streaming is that you can log in from anywhere and share your account with friends and family. My son lives 5 miles away from us. He can log into my Vudu, MA, Amazon Prime, Apple TV etc accounts from his place to watch content on my dime.

$30 is the going rate for a blockbuster movie these days on BluRay.