Disney has been a pioneer in finding new ways to use technology and content to entice audiences. In 2019, they will be bringing their newest line of films from the big screen into Disney+ quicker than ever before. The ability for consumers to purchase these films on demand rather quickly make them perfect candidates for this transition. Industry experts predict that other studios will soon follow suit as an attempt at competing with Netflix’s dominance over film distribution
Disney has shortened the theatrical window on some of their films to release on Disney+ quicker. This is a good move for Disney and will allow more people to see these movies. Read more in detail here: best movies in theaters.
The Walt Disney Company chose to postpone most of their films during the COVID-19 epidemic last year, and into this year, when the vaccination roll-out was only getting started in the United States. Some of their films, such as Artemis Fowl and Luca, were shifted to Disney+ exclusive releases, while others were given a hybrid release, opening in cinemas and on Disney+ “Premier Access” for a price. Since then, their approach seems to have switched back to theatrically exclusive releases for its big films, and Disney CEO Bob Chapek said on an Investor Relations call that they continue to examine the success of the films released in this manner. He also said that certain audiences’ aversion to returning to cinemas might influence which films are Disney+ exclusives and which are released in theaters.
“What we’re witnessing is a resurgence in the theatrical exhibition business, which is a positive thing,” Chapek added. “Simultaneously, we’re viewing a lot of various kinds of movies to observe how the different demographics of that market respond. And we’re keeping a close eye on our family pictures when they arrive in theaters over the next several months to ensure that that market returns to theatrical exhibition as general entertainment, with films that appeal to a younger target demographic.”
Chapek went on, “As a result, we’re keeping to our flexible strategy since we’re still unclear how the market will respond when family films return with a theatrical first window. I should tell out that the films that we are releasing into the marketplace, in theaters, that are family pictures, have a rather narrow window, at least in terms of any historical reference point. And we’re doing it to deliver our pictures to Disney+ faster while also seeing whether the theatrical business can swing back into high gear as we prime the pump with these films.”
Chapek didn’t specify how short of a window it would be, although previously Disney established a 45-day buffer for Marvel releases. He also didn’t specify which of their films they deem “family” pictures. Looking at the company’s bigger release schedule, the forthcoming Encanto from Walt Disney Animation Studios seems to be the picture he was referring to as a “family” movie they’re seeing. Earlier in the same investor call, Chapek said that Eternals and Encanto will have a theatrical exclusivity term before being released on the streaming service.
In the end, Chapek said that the dollar is king, and that they would make judgments on theatrical vs. streaming depending on how it will affect the bottom line. In order to minimize more delays and alterations in release strategy, he revealed that Disney would abandon their old policy of announcing movies years in advance.
“In the end, we’ll do what’s best for our shareholders,” Chapek added. “We also don’t publicize our films as far in advance as we used to because we recognize that we are still in a period of flux and change. And, although COVID will, God willing, be a thing of the past, I believe that altering consumer behavior will be more lasting. As a result, we read it once a week and make judgments based on that information.”
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