Movie theater owners turn to Disney + to explain Black Widow’s box office drop in week two – .

Movie theater owners turn to Disney + to explain Black Widow’s box office drop in week two – .

Marvel’s Black Widow had a great post-pandemic performance when it debuted on July 9, allowing Disney to brag about its dual-platform launch in theaters and Disney + Premier Access. A week later, however, theater owners said Disney + had finally pulled the film (via Variety).

“Despite claims that this improvised pandemic-era strategy has been a success for Disney and the concurrent release model, it demonstrates that an exclusive theatrical release means more revenue for all stakeholders every cycle. life of the film, ”the National Association of Theater Owners (NATO) said in a statement.

“The hack has undoubtedly further affected Black Widow’s performance and will affect its future performance in international markets where it has not yet opened,” the NATO statement continued, although the organization says the hacking also affected the Warner Bros. versions. by Godzilla vs. Kong and Mortal Kombat as well.

“The many questions raised by the limited opening weekend release of Disney streaming data are being answered quickly thanks to the disappointing and anomalous performance of Black Widow. The most important answer is that simultaneous release is an artifact of the pandemic era that should be left to history along with the pandemic itself. “Said NATO.

Black Widow raked in $ 80 million in its first weekend at the box office and $ 60 million from Disney + according to Disney himself. In cinema alone, this makes it the biggest box office opening since the start of the pandemic. A week later, however, the film’s theatrical attraction dropped 68% to just $ 26 million, and Disney isn’t talking about Disney + profits anymore. It’s the highest drop yet for week two of a Marvel Cinematic Universe movie.

To put that in context, however, most movies see a huge drop after the first week. According to box office tracker, most Marvel Studios films see between 55 and 60 percent. Black Panther, Thor and Doctor Strange have seen drops of less than 50%, but these last two films have not performed spectacularly at the box office. Spider-Man: Homecoming and Ant-Man and the Wasp are the two closest, with a 62% drop. Black Widow’s downfall is certainly the most severe, but again, this is the first MCU movie to release concurrently on Disney +. It’s harder to tell how bad the fall really was.

As for other factors that could have affected Black Widow’s performance, things like hacking or the fact that users can share their Disney + passwords with relative ease are just as hard to blame. While these factors certainly affected Black Widow’s performance to some extent, the lost sales hack is not a 1: 1 swap, as many people who hacked movies did not intend to pay for them in. first place. A 2013 study on piracy by the European Commission showed that in the case of most media, piracy did not have a significant impact on sales, although with movies at the time, ten downloads did. resulted in four fewer theatrical visits. That said, streaming platforms designed for unauthorized viewing of movies and TV have almost certainly improved since then, but ordering movies through online rental services is also more widely practiced now.

There’s also the fact that COVID-19 cases and deaths are on the rise again in the United States, and it seems likely that this diminishes the interest of moviegoers in sitting in a room full of breathing humans. .

Finally, NATO’s latest policy lays bare its own agenda. The organization exists to promote and protect movie theaters, so it makes sense that the organization would want to do everything in its power to discourage the practice of watching movies at home. The numbers, however, are much hazy than this statement.


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